2016 National Student Advertising Competition (NSAC)
Client : Snapple
imagiCal is the UC Berkeley chapter of the American Advertising Federation (AAF). As a member of imagiCal team, I competed in the National Student Advertising Competition (NSAC) against 150 other college chapters to develop and pitch the best integrated marketing campaign for the the 2016 competition client, Snapple.
The following is our competition plans book which details our entire marketing campaign pitch including strategy, creative execution, media planning, public relations execution, and production:
CASE OBJECTIVE
Create an integrated 2017 holistic marketing campaign to grow Snapple Trademark (TM) volume in the United States. This campaign should include paid media (TV, digital, social, OOH), earned media (PR, organic social), Snapple.com, retail in-store activation tactics, and any other marketing content elements as your team sees fit.
- (Within the Heartland) Heavy User Strategy: Grow brand relevance through engagement tactics with heavy Snapple users.
- (Non-Heartland) Light User Strategy: Drive trial by converting our high awareness (90%) to top of mind brand awareness (15%).
Result
1st place - Regional competition
6th place - National competition