Planning Book [Beta]

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!

thank youwww.camilagss.net