Abby Roche
Social Strategy... Even at 2 AM
Abby Roche
Social Strategy... Even at 2 AM
Abby Roche
Social Strategy... Even at 2 AM
Abby Roche
Brand & Social Strategy (even at 2 AM)
Ben & Jerry's
Project Lead
creative brief ∙ campaign strategy ∙ social media management
My Role
I was the Project Lead for my Public Relations Writing assignment. We were tasked with creating an agency and then selecting a company to create campaign with deliverables. Such deliverables included a creative brief, radio advertisement script, press release, social media posts, and product mockups.
Strategy
As a socially progressive company, we decided to focus the campaign on supporting women and celebrating the women in power. Our campaign idea focused on the creation of three new flavors. Each flavor is dedicated to female activists including Malala Yousafzai, Greta Thunberg, and Stacey Abrams. Additionally, there would be social media campaigns, predominately on Twitter and Instagram, dedicated to showing the work of powerful women. Lastly, we would set up a truck to hand out free ice cream for registering to vote in Washington DC with Stacey Abrams called "Scoops for Votes."
After designing this campaign, we choose the target markets based on generations and women. Since this is a socially conscious campaign, we want to capture the support of Generation Z and Millennial audiences who will support companies that share the same values and take action. Based on our research, our group suggested focusing on three areas of media including a press release regarding the "Scoops for Votes" event, social media posts announcing the three new flavors, and a PSA from the "Scoops for Votes" event on YouTube and other streaming platforms.
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My main task for this campaign was designing the overall strategy and writing the creative brief to ensure our campaign was consistent across all of our platforms and in line with our research.
Results & What I Learned
I learned how to write a creative brief and how to design a campaign based on analytic research. Based on our commitment to this project, we received the highest grade in the class of 94%. I also learned how to do market research on all of the different channels (including social media, radio, and the press) to ensure that we reach our target audience.