National Student Advertising Competition (2017-18) - Tallahassee, Florida

Ocean Spray:

Ocean Spray challenged advertising students to create a fully-integrated campaign to generate a 7%+ increase in brand equity among Millennials. Along with 19 other Florida State University students in the Arrowhead Advertising Team, I consumed the cranberry more than I thought capable. During the first half of the year, I helped construct a survey and gather over 300 respondents to gain perspective on the brand, which eventually led to the “big idea”. For the second half, I helped plan a social media and digital strategy, as well as execute its content. After almost 8 months of late-night conversations about cranberries and Millennials, our team headed to District competition where we proudly placed second.

Please see pages 3-4 and 13-15 of the book for the research and social media/digital plan I contributed to year-long.