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AAF Competition: Nissan
Nissan gave us a unique challenge: to create and execute a campaign directed towards minority millennials. Where do we start? It was important to start with in- depth research on our target to make sure we portrayed them correctly, as well as present a campaign that would directly resonate within them. We came up with The Drive Within, a campaign that capitalizes on the misunderstandings of minority millennials, as well as the Nissan brand.
My jobs included:
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Target research through surveys, focus groups, and in-depth interviews
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Creating the perceptual map
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Creating the brand model
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Compiling consumer insights
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Analysis of competition
Infomercials Inc.
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Creative director for Infinity Lights Commercial
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Created idea that was chosen over 6 other pitches to client
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Planned and purchased $10,000 of digital mediaV
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17,000 views on Youtube
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Organic media: 10,207 views, 55 shares, 55 comments and 595 likes on Facebook
Starcom MediaVest Group LA
As a member of the Disney Channel/Jr. team, I was assigned to do a research project on tweens. Topics include:
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Demographics
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Psychographics
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Media Consumption
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Key Influencers
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Current Trends
This project was presented to the managers of the Disney Channel/Jr. and Universal Studios teams.
Research tools included: Comscore, Tardiis, Nielsen Clear Decisions (MRI, Simmons)