Ian Johnson Account Planner
Tim McGraw Faith Hill Branding Platform
My hardest challenge by far was developing a branding solution to help two artists connect with fans in a new but profitable way for Greenlight Media. We decided to take the idea of pairing brands and artists and take it to the next level. What could we do to help save the music industry? Creative Brand Manager: Kendall Beveridge
Copywriters: Dylan Meagher, Talia Ledner
Strategists: Ian Johnson, Jessica Collins
Art Directors: Joyce Kuan, Marisa Domenech Creative Technologist: Jacob Abernathy
Business Problem As digital sales increase and tangible albums sales continue to flatline, artists need to find new ways to connect to fans and create revenue. Country music especially is at a precipice, as sales are anchored primarily in big box stores that are limiting stock.
Develop brand partnerships for Tim McGraw and Faith Hill that feel natural and generate maximum revenue
Key Insight: Concerts are the new cash cow.
Live shows provide viewers with an experience. While ownership of music is blurring, an experience is solely owned in the memory and heart of the concert-goer. Concerts are an event built off of endless and intense anticipation, where merchandise and brands can connect with people on a different wavelength.
While we had been challenged to come up with brand pairings for Tim and Faith, we saw a much bigger opportunity. Expanding the possibilities of concerts was something that can help every artist.
Strategy Concerts without barriers
Concept Crew Pass is a completely customizable and flexible platform that streams live concerts into music fans homes. The platform utilizes branded content to involve fans into nearly every facet of their favorite artist’s concert from preshow to postshow.
Fans can choose from their favorite Greenlight artists and either purchase single shows or create a flexible subscription. Shows would only be made available if tickets sell past a preset amount with Ticketmaster.
Faith Hill’s sample page includes a number of custom widgets, including the ability to vote for her show outfit, alive peek into rehearsal, and Faith’s Twitter feed.
After the show starts, fans can choose from five cameras with 360 degree movement. The viewing panel can also expand to fullscreen. New widgets would allow fans to talk to each other during the concert, sing with lyrics, and purchase live or pre-recorded versions of songs.
Crew Pass Launch Crew Pass would be advertised first to influential bloggers, writers, and public relations through kits with everything needed to make the home experience as close to being there as possible. Tim and Faith would help to launch it mainstream. Timâ€™s Dallas show would be shown live on national Wal-mart televison screen with his current products featured in the store. Faith would partner with Sephora and Crate and Barrel to offer trial passes at checkout.
The Aftershow page allows Greenlight to promote their artists through merchandise, suggest related artists, and allow further song purchases.
Oreo Social Media Strategy
Everyone has their own Oreo moments. Eating Oreos with loved ones and friends is a ritual in itself. While recent social media campaigns have reinforced this ritual, moms have been left by the wayside. How could we talk to moms without being obvious or fake? Strategists: Ian Johnson, Sara Cobaugh, Melissa Cabral, Justin Gamero, Katie Chapin
Business Problem After the impact of the troubled economy, moms are looking for small ways to save. Oreos are quietly being threatened by generic cookies and need help recapturing a larger market share.
Reinforce the emotional value that Oreos have held for over 90 years through social media.
Moms and Social Media As Dig Research indicates, social media is the â€œnew neighborhoodâ€? for moms. More moms are getting on Facebook and Twitter than ever before. In fact studies show that moms use mom-centric social media 68% more than before having a baby.
Insights Bite Sized Entertainment
These moms not only have to deal with jobs but also running a household and keeping up with the rest of their life. The internet and social media are well needed breaks to keep them sane.
Sharing affirms “Mom-dom”
Moms are able to share their experiences on social media, allowing support and advice from other moms. This sharing lets them know moms have the same problems and stress that they do.
Moms like me “On Demand”
This ability to connect so easily with other moms removes some of the stress from the day, letting them “laser socialize” in brief moments of time. The internet gives them advice at their fingertips and most importantly keep up with their friends they had before kids.
We saw how moms use the internet and social media as a break from the hectic day. If Oreos were a treat that moms gave their children, why not recognize all the the work that moms do.
Strategy Give mom a cookie for a change
In order to develop the idea of Mom Moments in an organic way, we will will work with the hit show Modern Family to center an episode around it.
Mom Moments are something every mom deals with that only other moms could understand. From kids scribbling on the wall, â€œI love you mommyâ€?, to driving four kids to four destinations, mom needs recognition. These moments are already being posted already on Facebook and Twitter everyday.
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Oreo would then create an application through Facebook Connect to link moments from both Facebook and Oreoâ€™s site. Moms can commend other moms with personalized virtual cookies and visit and comment on recommended mom blogs. Mom Moments are also incentivized, as tagged posts on Twitter and Facebook would earn points for discounted Oreo products and custom family memorabilia through a Shutterfly partnership .
Band-Aid Creative Brief
An iconic brand. A trendsetter. A generic product. Although Band-aid has been at the top for generations, cost-conscious parents are cutting back, and coming to the conclusion that Band-Aid is like any other bandage. What can we tell the defectors? Strategist: Ian Johnson
Creative Brief TASK: !
Allow Band-Aid to separate itself from the no-name imitators that are cutting into sales due to low prices.
WHY HAS THIS HAPPENED?
While Band-Aid owns the market, they are unable to make a product that cannot easily be reproduced by private label retail stores.
WHO USES BAND-AIDS? !
BandAids currently are evenly used by men and women, and are most frequently used by families with younger children.
WHAT SHOULD WE KNOW ABOUT THESE FAMILIES? Band-Aid means more than covering wounds. Parents not only found that Band-Aids help to heal wounds, but can be used simply to ease a childâ€™s fears and calm them.
Kids are increasingly spending less time playing outside Studies have shown that kids are spending significantly less time doing outdoor activities. In a decade, the amount of kids playing outside: swimming, fishing, or playing touch football has declined by a third. The adventures that parents used to spend as a kid in the outdoors have become more and more just memories as kids spend more time watching TV and playing video games.
WHAT DO WE WANT THEM TO THINK ABOUT BAND-AIDS? Band-Aid gives you the freedom to be fearless
HOW DOES THIS SOLVE THE TASK AT HAND? !
We will reinforce emotional value within Band-Aids, which has been there since it was produced in the 1920â€™s but has fallen away with a weakened economy. Along with a more convenient package design, we will be able to place Band-Aid anywhere close by to where adventures outside occur. With a positive message about exercising/playing more outside, parents will again trust Band-Aid to be the only bandage brand within their home.
Virginia Tobacco Settlement Fund Campaign
What else can you tell teens that they havenâ€™t heard before? Smoking kills, gives you bad breath, rots your teeth, itâ€™s all been said over and over. The Virginia Tobacco Settlement Fund came to us with the challenge of saying something new to the millennial smoking audience. Creative Brand Manager: Blake Manosh
Copywriter: Talia Ledner Strategists: Ian Johnson, Melissa Cabral
Art Director: Joyce Kuan Creative Technologist: Jacob Abernathy
Business Problem Through their campaigns, Virginia Tobacco Settlement Fund has reduced teen smoking in Virginia from 30% to 15%. However, the visibility of smoking outdoors and the small community of high school reinforces the perception that teen smoking is common.
Deflate misperceptions and mystique about teen smoking
Curiosity, not Belonging
Target: “Swing Smokers” While these teens may not consider themselves “Smokers”, they still will smoke casually in social situations. The habit may not mean full addiction now, but can become a problem later in college or life. They are at a place in their life where they may smoke more or quit.
Smoking their first cigarette isn’t a ritual or initiation. It’s a personal test. Their view of smokers isn’t born of reverence or aversion, but more of intrigue. “I’ll try anything once.”
Peer Access, not Pressure
These teens don’t have cool kids pushing cigarettes on them, but they have friends who smoke around them. This simple association creates the ability for potential smokers to continue smoking when hanging out with the group.
Strategy Smoking is the most uncreative way to be a rebel.
Brand Manifesto Here’s the thing. We don’t think smokers deserve to be called rebels. " Rebels take action, they stand out, they shake things up, they make stuff. " They don’t lurk outside in sad, smelly huddles lacking the capacity to think for themselves. " Smokers seem flat out lazy. Shouldn’t you have to do something to earn the rebel title? " Anything is more challenging than smoking. ANYTHING. " So we decided to find out what that anything was. " We are the League of Extraordinary Average. A band of young toughs ready to do something different; Rebels of tomorrow creating where it’s least expected. " We pursue the everyday daring." We can make the boring bizarre." " Are you ready to brave the competitive creative? " Join us. And leave the cigarettes for the uninspired.
Concept The League of Extraordinary Average Some call us nonsmokers. We’ve just got something better to do.
The League of Extraordinary Average joins teens under the idea that anyone can be creative. They a part of a collective that celebrates them for who they are, not telling them to do or be anything.
Creative Work Our campaign revolves around both the digital and real world existence of The League of Extraordinary Average.
Posters will display activities submitted by teens that can be easily created from everyday items.
Sample poster instructs reader how to play the sport of â€œbike poloâ€?.
TV ads will feature teens creating their own video content, showing new ways of using the everyday to have fun with friends.
The website would let teens see other’s videos, ideas, and inspirations. Teens can also use the site to create their own chapter of the League at their school to compete with others. After the campaign is over, we will award the winning team with $5,000. Teens can order their own “Tin of Ten” to create their own art from a restricted set of items.
Mobile Teens can view new challenges, look at chapter rankings, and view new content through a mobile application. This further broadens our reach and makes our message even more accessible.
Tin of Ten