Transcript
PLANNING BOOK
CAMILA GADELHA
www.camilagss.net
this is my story
this is my story
commun
ications + poetry
engineering + science
music
roller derby
the universe
this is my work
challenge
one of takeda’s best selling OTC products had to go through some changes.
one of takeda’s best selling otc products had to go through some changes.
research said the “new” product was awesome.
but sales were dropping.
what we did
= we knew too much
>> so we knew
nothing.
i decided to see it for myself
what we thought was a
“little” change >> was
actually a huge one.
and the real
problem was here:
commodity x brand
finding the issue
helped us solve it.
and a conversation between barbie and a pharmacist, helped the creative team to fully understand what was going on.
they went to town and developed new kv
for the pops and interactive signage for SELECTED DRUGSTORES always showing the old eparema and the
new one.
what happened?
sales stopped dropping
the team built
confidence
THE AGENCY GOT CLOSER
TO THE CLIENT
challenge
one of takeda’s best selling OTC products had to go through some changes.
this guy was an *institution* in maranhao, but teens weren’t lovin’ it anymore.
that’s not good for a love brand. that’s not good for coke!
we had awareness.but no connection.
what we did
we had to find those kids and talk to them.
one on one.
i got A BIT creepy.
i got A BIT creepy >> BUT IT WAS WORTH IT.
A LIL’ NETNOGRAPHY HELPED ME FIND AN AWESOME COMMUNITY OF MARANHAO TEENS HANGING OUT
AT TWITTER LIKE IT WAS A BIG CHAT ROOM. THEY WERE ALPHAS IN THEIR SCHOOLS. THEY WERE
INFLUENCERS. THEY LOVED TECHNOLOGY AND THEY LOVED BRANDS THAT WANTED TO TALK TO THEM.
we created a story that started on tv, developed on twitter and youtube, and ended back on tv with a little help from our new friends.
FOUR CHARACTERS
TWO 30’ TV ADS
TWO TWITTER FEEDS
TWO YOUTUBE CHANNELS
ONE WEBSERIES
ONE CROWDSOURCED PLAYLIST
HOURS AND HOURS OF
INTERACTION.
what happened?
kids spent hours talking
to us.
the people @from coke were really
happy
we even won some awards.
challenge
one of takeda’s best selling OTC products had to go through some changes.
batavo was launching its new greek yogurt *kinda late*.
we really had to stand out.
even though the product itself didn’t)
what we did
I FOUND OUT, USING TGI AND PANELS, THAT MEN EAT AND BUY A LOT OF YOGURT.
URBAN SINGLES // GOOD CHOICES // INDEPENDENT MEN
BUT NO ONE IN THE INDUSTRY WAS TALKING TO THEM!
BUT NO ONE IN THE INDUSTRY WAS TALKING TO THEM!
lucky for us, ALL Estabilished brands had the exact same speech. we were a challenger, so we could break apart from everything they had been doing.
AND so we did
what happened?
what happened?
we made a huge impact
we got more budget! =d
we sold yogurt!
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