Marketing Campaigns

SECAC Conference Proposal

These pieces were designed as part of a upcoming promotional event that the University of Kentucky is hosting, the SECAC Conference. This campaign contained a style guide, conference pamphlet, and tote bag tag attached to a naturally dyed, reusable tote bag. The pamphlet was done with the intent to navigate a conference attendee throughout the city and conference. While the style guide was to highlight the design choice made and utilized throughout the marketing of the event.

Murphy’s Oil Soap Wood Cleaner Proposal

These works are only a few pieces of a collaborative campaign for Murphy’s Oil Soap Wood Cleaner. The campaign strived to communicate a sincere and impactful message to black women. While aiming to authentically and respectfully depict the consumers in these visual executions, the overall goal for Murphy Oil Soap is to leave the consumers believing this product is the best choice among competitors within the wood cleaner market. Throughout the executions, it is insinuated that Murphy Oil Soap provides a long-lasting product that has been passed down for generations within a family. This strategic campaign aimed to entice consumers to try the product, and use Murphy Oil Soap within their homes for years to come.

Dove Men+Care Proposal

The Dove Men+Care campaign aims to convince black men that Dove Men+Care Skin Care is great for their skin after sweating. The goal is to reassure these men that Dove Men+Care Skin Care can keep their face healthy and clean, even after sweating. The campaign focused on black men that voluntarily exercise and sweat. Therefore, the campaign emphasizes the correlation between working out to keep one’s body healthy and using Dove Men+Care to keep one’s skin healthy as well.

As technology plays a strong role in modern day workouts, there was a drive to incorporate a cohesive and dynamic campaign that revolved around a snapchat filter often used by consumers. This would allow for demographic data to be tracked on who, when and where the filter is being scanned and used as well as a great incentive in balancing the relationship of earned, paid and owned media. Visually, throughout the campaign the aesthetics showcased the sweat produced by various activities and exercises one might due to workout. The use of direct, black and white images of black men was to emphasizes a sleek and modern appearance. Through the campaign’s tone of accentuated empowerment, masculinity and confidence to the viewer, it will emphasize the idea that Dove Men+Care is as strong as they are. Ideally, the campaign would convince them that Dove Men+Care provides healthier skin for a more confidence self because it cleans and protects the surface of their skin.

Dropbox Plus Proposal

This Dropbox Plus campaign was aiming to convince working fathers within Generation X that Dropbox Plus is a confident way to feel connected to family and co-workers through the ability to store up to 1TB of data that can be accessible on any device as well as sharing and sending files instantly and collaborating on work in real time. Throughout the campaign, Dropbox’s signature blue was used in order to tie the association of Dropbox and Dropbox plus together. The campaign relied heavily on digital platforms and mediums to execute the campaign while reaching the target audience of constant on-the-go fathers. Although only a few of the campaign assets are seen below, nearly every piece within the campaign included a moving component which was done intentionally in order to demonstrate that fast-paced life that was previously mentioned. An example of this is in the Facebook post created as was a gif in which icons appear next to the father and son as well as the interior and exterior billboards that were placed in busy transit areas and design in order for the clock on the side to change throughout the day. The overall aim of the campaign was to convince consumers that Dropbox Plus could be used for professional and personal lifestyles.

Mrs. Meyer’s Clean Day Proposal

The spring campaign for Mrs. Meyer’s Clean Day hand soap has several components with only a few works below that demonstrate the visual assets utilized throughout this proposal. The campaign was aimed to set Mrs. Meyers Clean Day hand soap apart from their competitors with their new spring line. With this in mind, there was a strong emphasis on the unique selling point that the brand had a wide variation of scents throughout a range of products. The campaign strived to communicate an authentic and sincere message towards the audience of young, working mothers and keep an emphasis on motherhood and family throughout. The campaign aimed to increase the brand awareness of Mrs. Meyer’s Clean Day not only by their unique packaging but by their variation of scents as well.

The Hershey Company Proposal

The Hershey Company Campaign was unique as there was a strong emphasis on promoting the awareness of the company’s corporate social responsibility (CSR). This in mind, this campaign worked to find a specific aspect of the companies CSR to focus on as well as an unique, specific target audience. This campaign focuses on The Hershey Company’s CSR associated with education, specifically the Milton Hershey School Program. Knowing the audience for most Hershey Company products happen to be younger individuals, there was extensive research done on millennials and genXer’s in regards to CSR. A psychological lifestyle referred to as a “Slacktivist” is a prime candidate to market towards as this group is traditionally rooted as an internet based trend as consumers who want to contribute to social causes through their daily lifestyle choices with a minimal amount of engagement.

Therefore, the campaign’s objective was to convince slacktivist that The Hershey Company strives to positively influence children’s futures through their CSR efforts. The aim through this campaign was to emphasize the philanthropic efforts that The Hershey Company has made and contributed to a progressive future so that consumers will purchase from and ultimately express brand loyalty to The Hershey Company in their daily strive to make a positive impact. Through the idea that even small pieces come together to make an impact, the campaign focuses on the idea that one person can make a difference. Therefore assets were created for this campaign that show how shareable products can come together to complete a bigger picture while encouraging consumers to do the same and be a piece of that impact.

Toy Chest Children’s Charity Proposal

The Toy Chest Children’s Charity Campaign was intended to increase the number of holiday volunteers for the non-profit, The Toy Chest Children’s Charity, by inspiring mothers to get their families involved. The campaign played on the aspect of making new traditions and memories with your loved ones by helping others. Therefore, the marketing assets focused on comparing common traditions such as hanging stockings or baking sugar cookies to volunteering with The Toy Chest Children’s Charity. This collaborative campaign was designed with a sentimental aspect in mind and utilized polaroid images to capture memories as if they were happening right in that moment. Ideally the campaign was intended to retain current family volunteers while also recruit new families that would want to come back year after year as well. The use of family names in the headlines as well as the handwritten image description on the polaroids gives the view the idea that they are taking a sneak peak into another families memories and add a personal touch throughout.