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Trans-Siberian Railway Ticket

PORTFOLIOBOOK AnyaLiddiard


TABLEOFCONTENTS

SUGARIN 12 THERAW NETFLIX 7 NOXZEMA 3

ABOUTME 2

RESUME 1


RESUME 1

RESUME ANYA LIDDIARD 804-564-6441 2007 West Main Street Apt 1 Richmond, VA 23220 anyaliddiard@gmail.com OBJECTIVE: To obtain an advertising internship with a concentration in strategic planning. EDUCATION: VCU Brandcenter | Richmond, VA Master of Mass Communication in Advertising with a concentration in Creative Strategy Expected graduation date: Spring 2011 Virginia Commonwealth University | Richmond, VA Bachelor of Science in Economics Graduation date: December 2008 Volgograd State University | Volgograd, Russia Enrolled 2003-2006 Transferred to Virginia Commonwealth University, Richmond, VA, USA VCU BRANDCENTER EXPERIENCE: •Worked in collaborative teams with Creatives and Account Managers •Developed an ability to multitask •Learned different qualitative and quantitative research methods PROFESSIONAL EXPERIENCE: Sales Associate: Carytown Dolls and Bears | Richmond, VA August 2008-August 2009 •Customer Service •Web maintenance: carytowndollsandbears.com CORE COMPETENCIES: •Fluent in both the Russian and English language •Microsoft Applications (Word, Excel, PowerPoint), Apple Applications (Final Cut Pro), Adobe CS4 (InDesign, Photoshop) •Simmons Research •Focus Group Moderation & Discussion guides •Quantitative survey creation & Analysis


ABOUTME

ABOUTME 2

Train travel transports me into the mysterious beauty of Russia.

Brandcenter immerses me into a new chaotic, sensational life. It takes me to places I’ve never seen before.

It pushes me out of my “comfort zone”. New places that evoke my interest.

It demands me to move forward, despite the exhaustion. Observing the untouched pastures brings a sense of calm over me.

Working has become my lifestyle. The drumming of the tracks reflects the beating of my heart.

Multitasking has become my credo. I can spend hours staring outside the train window, pondering.

24/7, I’m surfing the Internet, magazines, and asking people purposeful questions. It makes me feel complete.

I’m still searching for a way to explain to my family the nature of my career path. Train travel is the best cultural experience for me.

There’s no right or wrong, yes or no, can or cannot – just do! Different times. Different places. Different experiences. Both enrich me as a person. Both make me a part of bigger worlds.


NOXZEMA 3

challenge research .

CASESTUDY | NOXZEMA Find a new strategic direction for Noxzema who has been losing its market share to the other modern and overpromising facial care brands at an exponential rate. Focus group, survey, one-on-one interviews and secondary research.


OURTARGET Through all our research we discovered that a seemingly simple task - buying face wash -has become hard.

NOXZEMA 4 This 59% we defined as “NO FRILLS” 59% of people find the process of buying face wash confusing and time-consuming.

NO FRILLS’s don’t expect much from their face wash - they just want it to clean their face. They consider face wash to be a simple hygiene product that should be cheap and easy to buy. The variety of skin products in the beauty aisle confuses them as well as the amount of decisions they have to make to buy face wash - brands, smells, packaging, texture, ingredients, price. For them, the simple task of buying face wash turns into a 15 minute long process. NO FRILLS are evenly split between male and female and tend to be between the age of 25-30.

Not all “NO FRILLS “ are alike: NO FRILLS Personas.

primarily male

DOWN AND DIRTY

FREQUENTLY FRESH

are very earthy people who hardly see the difference between bar soap and special skin care products. They don’t want fancy face wash.They just want something to clean their face. Down and Dirty tend to own a limited number of beauty products.

are mercurial people: sometimes they want to be pampered but other times not so much. They switch between using bar soap and face wash and tend to own more beauty products than the Down and Dirty Persona.

male & female

PORTRAIT PERFECTIONISTS take pride in the way they look. They own many different bottles of skin care products and apply them in a strict order. Face wash is just the beginning of their beauty routine and they don’t like to spend a lot of money on face wash. primarily female

INSIGHTS

Face wash

is a necessity, not a luxury. To someone who is NO FRILLS, face wash isn’t a treat, but a necessity. NO FRILLS don’t expect their face wash to perform miracles to their face; they just want to get their face clean for a reasonable price.

Face wash is the beginning of the grooming routine.

The first thing people do to start their cleaning process is wash their face. It’s a easy step and their expectations are simple: just get the job done and move on.


COMPETITION

NOXZEMA 5

The industry needs SIMPLICITY & HUMILITY.

Face wash

“What men want.”

is not a beauty product.

“So purifying,it’s like a mini-sauna for your face.”

The beauty industry is oversaturated by unrealistic and mythical messages. Even though face wash isn’t going to make people prettier, the competition claims that it will and positions face wash as a beauty product.

“Beauty starts here.” “Get your best skin.”

Additives vs Removals.

vitamin C

revitalising

anti-aging

fruity

Facial cleansers have been assigned a lot of different attributes: anti-aging, moisturizing, vitamins, exfoliation, skin smoothing and unclogging pores. But at the end of the day, people just care about one thing – cleaning their face. moisturizing

STRATEGY

unclogging pores

NOXZEMA brings a sense of simplicity and humility to the face wash category that is highly valued among the NO FRILLS audience.

Why NOXZEMA?

It’s just a face wash.

No more,No less.


TACTICS In store experience:

CONCEPT:

Allow NO FRILLS to get hygenic shopping without traveling from aisle to aisle.

Start adjusting people to the idea of getting face wash in soap aisles by selling NOXZEMA in the soap aisles while keeping its place in the beauty aisles. The end goal is to move to the soap aisle completely.

The soap&body wash aisle: The beauty aisle:

For Down And Dirty: For Frequently Fresh: Convince him it’s as easy as soap and water This is the answer Save your money for the real beauty products

Promote the idea of having NOXZEMA in the soap aisles through the distribution of product samples in the aisles.

Out-of-store experience:

For Portrait Perfectionists:

Print “Lid Quotes” on the NOXZEMA famous tubs. It allows to speak individually to every type of the NO FRILLS persona as well as it makes the product more noticeable on the unprivileged bottom shelf.

CONCEPT:

Reach the most unreachable persona of NO FRILLS, “DOWN AND DIRTY”.

Place NOXZEMA dispensers in gym showers that will let us reach out to the “DOWN AND DIRTY“ persona. Since “DOWN AND DIRTY” are primarily males, free sampling at gyms will be a good way to go.


NETFLIX

CASESTUDY | NETFLIX

challenge

Netflix is the world’s largest online movie rental service that features personalized movie recommendations. The objective is to find the most appropriate target that will benefit from this unique feature.

research

One-on-one interviews,consumer observations, survey, blogs tracking, secondary research.

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COMPETITION

NETFLIX

People are committed to movies, but not to one rental service. It’s difficult to expect people to solely commit to one rental service, but there’s an opportunity to be the favorite rental service in the industry.

drive to get a movie

EFFORT TO GET

Streaming movies on-line is a very time efficient way to watch rentals, but it requires some effort to find a movie you like due to limited selection.

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Through interviews and consumers observations, we discovered that people choose what movie rental service to turn to based on the amount of effort and time they’re willing to spend at that moment.

Store rental is the most time and effort consuming way of getting movies. This way of renting is perfect when one drives near a video store or desperately needs a particular movie at the moment.

TIME TO WAIT

“Want it now.”

“Can wait.“

Premium Cable On-Demand Pay-Per-View

Movies on cable and satellite are the most effortless and time efficient way to watch movies.

don’t want to leave the couch

Mail rental is the most effortless way to watch movies but also the most time consuming since one has to wait for the movie to be delivered. Requires planning.


NETFLIX

SEGMENTATION STUDY Movie Lovers We focused our segmentation study on movie lovers who watch at least one movie a week. Through all of our research, we discovered that what distinguishes movie lovers is:

THE SOURCE THEY RELY ON WHEN DECIDING WHAT MOVIE TO WATCH. We looked at the habits of each of these segments to determine which one Netflix should target.

WHY NOT?

“I trust the TV guide and myself.”

Movies can be on in the background while they are doing other things. They don’t really care what movie they are watching as long as it keeps them company. However, occasionally they’ll get very excited about a movie and will make time to watch it. They are very spontaneous when it comes to choosing movies. Planning makes entertainment an obligation for them and it ruins their love for movies. age 20+

10%

married

free time movies primarily 6+ per month 2-5 hours per day female

15%

CRITICS LOVED IT

married

The “It’s got Buzz” segment loves watching movies, especially in the company of good friends. They aren’t usually the first people to check out a movie and rely on their friend and the movie press to choose it for them. They love the buzz around the movie more than the actual movie itself. For them, talking about a movie is much more exciting than the movie itself. age 20+

single

HEARD IT”S GOOD “If the critics loved it, it means I will too.”

free time movies male and 3-4 per month 1-2 hours per day female

free time movies male and 6+ per month 2-4 hours per day female

42%

33%

The “Critics Loved It” segment takes movies very seriously. They watch movies in absolute silence without any distractions. Popcorn is banned during the film and they “sssh” others during movies. They rely on the help of movie critics with their movie selection. Checking reviews is a ritual to them. They are the go-to-people for movie recommendations and they carry this title with pride. age 20+

IT’S GOT BUZZ “If everyone is seeing it, I’ve got to check it out.”

“Opinions from others are essential to me.”

The “Heard It’s Good” segment hates to waste their time on researching movies as much as they hate spending their time on bad movies. They usually rely on their friends for a movie recommendation and “I heard it’s good” is their motivation to rent a movie. They have a 20 minute approval test, meaning if a movie isn’t up to their standards within the first 20 minutes, they lose any interest in it. age 25-39 married

free time movies male and 3-4 per month 1-2 hours per day female

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OURTARGET We chose

NETFLIX

“Heard it’s Good“

.

because they will benefit most from Netflix personalized movie recommendations and movie ratings. It will enable them to choose a good movie independently without an assistance from their friends.

We didn’t choose ....

.

“Why Not“ because they won’t limit their spontaneity with planning.

“Critics Loved It“ because they aren’t looking for

assistant to choose thier movies.

“ It’s Got Buzz” because they are primarily a new movies hunters.

INSIGHTS

Planning adds

excitment to the movies. The “Heard It’s Good” segment has to plan their movies wisely so they won’t be disappointed later on with their movie selection. They know that even if it was a good movie for some people, it may not be good for them.

A bad movie equals a bad day. Bad movies, like any other bad experience, makes them feel like they have lost a valid amount of their time doing nothing. This results in a bad mood for the rest of the day.

STRATEGY

We get the difference between the best movie and the best movie for you.

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NETFLIX

TACTICS CONCEPT:

Enable “Heard It’s Good“ to choose movies independently.

Watch Instantly

Browse DVDSs

Your Queue

Movies You’ll

Coming Up...

Instant (108)

DVD (34)

Questions? Visit our FAQ section

DVDs At Home NetText

Instant Star Rating

Soylent Green

1.

Watch Instantly

Movies You’ll

Your Queue

NetText: Text the name of movies that interested them directly into their queue. New movies for you: Recommend what new movie release they would enjoy watching based on thier pervious movie preferences.

Your Queue

Browse DVDSs

successfully added

Movie Title

Instant Star Rating

1.

Love Me If You Dare

2.

Breach

3.

The Greatest Show on Earth

Coming Up ...

What’s in it for you?

DVD (34) Instant (108)

Questions? Visit our FAQ section

DVDs At Home NetText 1.

For Your Taste:

Trailor:

Soylent Green successfully watchadded now

For Your Taste:

Trailor: watch now

Partner with local theaters: Partner with local theaters so people will not only know what new movie they want to watch but also where&what time it’s being played. Watch Instantly

Browse DVDSs

Your Queue

Movies You’ll

Movie Title 1.

Love Me If You Dare

2.

Breach For Your Taste:

3.

Coming Up ...

What’s in it for you?

Trailor: watch now

For Your Taste:

DVD (34)

Trailor: watch now

Cinema:

The Greatest Show on Earth

Instant (108)

DVDs At Home

For Your Taste: 1. Soylent Green

Questions? Visit our FAQ section

Byrd Theatre 2908 West Cary Street (804) 353-9911

NetText

Mobile App: Allow Netflix subscribers to watch all the instant movies on a mobile screen.

Netflix

Coming Up...

Trailor: watch now successfully added

VA State RVA City Movie Title 1.

Love Me If You Dare

2.

Breach

Bow Tie Movieland 1301 North Boulevard (804) 445-1234 Regan West Hampton 5706 Grove Ave (804) 336-3264 “Babies“ 2hr 1min - Rated PG-13- Comedy 2:20 4:10 5:10 8:10 9:50 11:00pm UA West Tower 10 8998 West Broad Street (804) 326-3264 Regan Virginia Center 10091 Jeb Stuart Pkwy (804) 316-0224

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SUGARINTHERAW

CREATIVEBRIEF | SUGARINTHERAW

challenge

Sugar in the Raw is a new product on the homogeneous market and it has to be aggressive to get its fair share. The objective is to persuade coffee drinkers who use white sugar to switc to Sugar in the Raw.

research

One-on-one interviews,consumer observations, survey, blogs tracking, Simmons Database, secondary research.

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CREATIVEBRIEF

SUGARINTHERAW

Challenge. Being primarily distributed through coffee shops, “Sugar in the Raw” has become known for its brown packet, but not its benefits. What we need to do. Every sugar has its color-meaning. We need to give a meaning to the brown packet. A long-term goal is to persuade people to bring “Sugar in the Raw“ home. Background. Sugar in the Raw is one of the most natural sugars on the mass-market. It is a product that protests the mindless goal of progress and celebrates purity. It’s not mainstream not low low calorie, not traditional, not calorie-free. Target. the casual green coffee drinkers. Why Casual Green Coffee Drinkers? “Coffee for me is a tool and a joy.” The Casual Green Coffee Drinkers don’t only drink coffee because it is a Sugar in the Raw is not for everybody. It’s for a spesource of caffeine, they drink coffee because it is a personal ritual that they cific mindset. It’s for people who want to do a little good for themselves and the environment. That is create and control. They will give up almost anything for a cup of coffee. why we chose the Casually Green as our primary Being green, less-processed ingredients can make their cup of coffee twice focus and then targeted those who are the coffee as good: honey is too thick and processed sugars are too unnatural. drinkers within the Casually Green target. They understand that consuming Sugar in the Raw will not save the planet, but it will make them feel better about themselves. They even use Sugar in the Raw in their coffee together with regular white sugar or Equal just because it makes their cup of coffee twice as good. The Coffee Drinkers

The Casual Green

The Casual Green Coffee Drinkers *

* 10% of the USA population,Simmens Database

Tactics.

Insights. our heart is more active than our legs. The Casually Green Coffee Drinkers are part of the light green movement and desire to do good things in a big way. However, they won’t act unless it is convenient for them. Recycling is their way to show that they care about the environment. being green is more about image. The Casual Green Coffee Drinkers are health conscious, but not health nuts. For them, eating “green” food is more about image than health. This little brown packet is a ticket that tells the world The Casual Green Coffee Drinkers did a little good today. Strategy. a brown packet for a little positive impact. Success Looks like. Jump in sales in the individual use packets sold to businesses. Long-term success is increased sales in grocery stores.

On packaging: imprint recipes on the back of the packaging. imprint benefits of “Sugar in the Raw“ on its packaging. place coupons on the the brown packets that are distributed through coffee shops to incentivize people to buy “Sugar in the Raw“ in groceries. Coffee sleeves: “Sugar in Raw“ imprints on coffee sleeves.

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WE ARE Crude Natural Basic Rare Flawed Primitive Fundamental Rough Course Elemental Bare Simple Revolutionary Pure WE ARE NOT Polite Ordinary Common Mass Produced Refined Orderly Manufactured Artificial Developed Shallow Cultured Dainty Delicate Urban Elegant


THANK YOU

FOR TAKING THE TIME TO LOOK THROUGH MY BOOK.

AnyaLiddiard (804) 564-6441 anyaliddiard@gmail.com


Anya Liddiard's Portfolio  

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