The ask.
Create a digital campaign that targets millennial audiences and demonstrates how Sargento cheese creates a sense of belonging in real, raw moments.
Materials provided: Audience insights.
How I helped:
Brainstormed common themes, ideas, and stories that could live within the campaign.
Collaborated with TVC teams to envision how the chosen story could live throughout different channels.
Crafted manifestos, social copy, and scripts that tell the story in a way that resonates with audiences and their needs.
Process.
Step 1: Whiteboarding
Before meeting on-site to collaborate, our team spent time brainstorming how the idea of “real” and “belonging” could come to life in a way that resonates with the target audience. Once in person with our TVC team, we grouped stories and media activations into over-arching categories. Then, we looked to see which three ideas bubbled to the top with the strongest supporting content.
Step 2: Writing.
After deciding on three ideas, we began crafting scripts, building social ads, and expanding on media activations that could live within each. After an internal review, we presented to executives on the client side, who picked two concepts to move forward with in testing.
Step 3: Simulated testing.
A moderator presented the chosen concepts to four testing groups containing five people per group. Each session lasted two hours and helped us determine whether the participants felt the ideas represented the core themes of “real” and “belonging”.