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MARIIA SEROVA

UNCOVER CONSUMER INSIGHTS & DEVELOP STRATEGIC CAMPAIGNS


CONTEXT

1. The Way I See It 2. Case 1 «Vibram FiveFingers» 3. Case 2 «Sam Adams» 4. Case 3 «People Helping People» 5. Background & Bucket list 6. Contacts


THE WAY I SEE IT

All my life is movement. Achieve a goal and set a new one. To live is to move: movement in thoughts and ways of thinking. I move from one spot to another as I discover the world. My journey has taken me far and wide, travelling through 12 countries and settling in four. I am curious about life in all aspects, which makes me understand the world is not only what I think of it. It reaches beyond imagination. Brand planning is my outlet to research the world. It is a perpetual and challenging art that has power to inspire and change people’s behavior. It is my happy place. It creates a sense of desire and fosters curiosity and continuous learning.

AS I STAY OPTIMISTIC, OPPORTUNISTIC AND OPEN MINDED – I AM NEVER LET DOWN.


case #1


VIBRAM FIVE FINGERS How to increase the number of people who wear FiveFingers, leveraging their unconventional look and design.

PROBLEM

FiveFingers has unconventional look and design that goes against societal norms.

OBJECTIVE

1. Increase awareness and product trials of FiveFingers. 2. Change perception of FiveFingers. 3. Generate product appeal for FiveFingers.

FiveFingers are a type of minimalist shoe originally marketed as a more ÂŤnaturalÂť alternative for different outdoor activities. www.vibramfivefingers.com


STRATEGY

PEOPLE

• Males and Females age 18-45 • Financially: can afford $100 shoes. • Active lifestyle • Confident in what they do and put adventure before fashion • Open minded and not overly self-conscious • Eager for new experiences and are often early-adopters/experimenters

DISCOVERIES Many people care about how they look while working out, but there are those who value performance over fashion.

INSIGHT TRULY OUTDOOR PEOPLE DON’T CARE HOW THEY LOOK LIKE WHEN THEY’RE EXERCISING. They could be naked for all they

care.

IDEA RUN LIKE NOBODY IS WATCHING.

VOICE OF CONSUMER: «YOU HAVE TO BE PRETTY DAMN CONFIDENT TO WEAR THOSE AROUND THE GYM»

OPPORTUNITY To stress people’s attention that the first thing they should care about while exercising is their performance. VOICE OF CONSUMER:

«REAL EXERCISE FREAKS WILL DO ANYTHING FOR THEIR BODY»

«If you’re looking for style while playing sports, you’re missing the point».

TAG LINE PERFORMANCE COMES FIRST.


CREATIVE EXECUTION 1. Prints

Aim: Motivate people to think about healthcare rather than style when they exercise. Idea: Demonstrate the real experience of people who go running for themselves and don’t care about other people opinions.

2. Vibram Challenge

Aim: To involve people in the Vibram Challenge and make the campaign shareable. Idea: Vibram Challenge is about discovering new experiences.

Copywiter: Sara Uhelski Art Director: Alice Vaxelaire


case #2


SAMUEL ADAMS

How to make Sam Adams relevant on the West Coast.

PROBLEM 1. Sam Adams is perceived as an East Coast brand. 2. Sam Adams is not in the consideration set for West Coast consumers.

OBJECTIVE Increase Sam Adams sales on the West Coast of the USA.

Sam Adams is a high quality beer. It is the biggest craft brewery in the United States. http://www.samueladams.com/


STRATEGY PEOPLE 21- 35 year old Millennial men and women who value individuality and live on the West Coast.

DISCOVERIES MILLENNIALS APPRECIATE DIFFERENT FLAVORS OF CRAFT BEER

FACTS: 1. Millennials have grown up in a world with lots of choices and lots of flavor. 2. 94% of Millennials have tried a new beer in the last month, and 54% have in the last week.

OPPORTUNITY To attract Millennials with the large number of different flavors Sam Adams brews. FACT: 54 Samuel Adams beers were brewed and sold in 2011.

INSIGHT MILLENNIALS ARE ALL INDIVIDUALS, JUST LIKE EVERYONE ELSE.

IDEA SAM ADAMS CELEBRATES THE “UNUSUAL YOU”.

TAG LINE MEET YOUR UNUSUAL U.


CREATIVE EXECUTION 1. Prints

Aim: Change perception of Sam Adams - «Sam Adams is relevant to me» Idea: Demonstrate the similar features between Sam Adams and target audience.

2. Micro site

3. Video

Aim: To give added value and make it social and sharable. Idea: To show usual and unusual combination food and Sam Adams craft beer.

Change perception of Sam Adams - «Sam Adams is relevant to me» Idea: Demonstrate the similar features between Sam Adams and target audience.

Copywriter: Alex Herrer Art Director: Hazar Aki


case #3


PEOPLE HELPING PEOPLE How to raise $150,000 for 2013 using $1,000 ad budget. PROBLEM

1. Difficulty finding “People Helping People� online - even with prior knowledge. 2. Physical distance between Ecuador and America. 3. Saturation of non-profit market. 4. Desensitization of the problems in the world - due to internet and availability of information.

Non-profit organization which provides help for Ecuador.

OBJECTIVE

1. Increase awareness of PHP among people who care the most. 2. Motivate these people to donate.


STRATEGY PEOPLE Ecuadorian people who live in the USA.

DISCOVERIES 1. 2,000,000 Ecuadorians live in the USA. 2. Ecuadorians in the USA live as a BIG COMMUNITY where everybody helps each other. 3. American Ecuadorians HELP their families and friends in Ecuador.

OPPORTUNITY Find the place where Ecuadorians can connect with their roots.

INSIGHT ECUADOARIANS FEEL MOST AT HOME WHEN THEY ARE EATING FOOD WITH OTHER ECUADORIANS.

IDEA REACH ECUADORIANS THROUGH THEIR STOMACH.

TAG LINE WE CARE.


CREATIVE EXECUTION 1. Prints (bilingual)

Aim: Use Ecuadorian nationalism as a catalyst to motivate Ecuadorian people in the USA to donate money. Idea: To sell bricks for $5; raising funds for the construction of a hospital in Ecuador.

2. Facebook page Aim: to provide more information about organization and make campaign shareable.

Copywriter: Alex Herrer Art Director: Hazar Aki


BACKROUND Professional

Customer Relationship Manager

Investment Company Capital Management Zerich Penza http://www.zerich.ru/ Advertising Manager September 2006 – February 2009

2003 Academic

Holding Group «Region»: Chain of stores household appliances “The World of Appliances” (Rus: “Mir Tekhniki” http://mir-tehniki.info/

2006

2003 – 2008 Penza State Pedagogical University. Specialty: Management 2003 – 2008 Penza State Pedagogical University. Specialty: Translator of professional communications 2005- 2008 Institute of Education Development Specialty: Practical psychologist

March 2009 - March 2010 1. Launched a Customer Service Center from scratch. 2. Developed and implemented activities, targeted customers’ loyalty retention. 3. Developed and implemented standards of customer service. Project Manager (The project of Supplementary Assistance Service) March 2009 - January 2010 Tripled the profit from sales of additional services.

2009

2010 Academy of Real Business. Course: Business Trainer


“Mir Tekhniki” is the regional chain of stores household appliances that has 35% of market share in Penza and Penza region. Competes with the major players in the Russian market such as: MVideo, Tekhnosila and Eldorado, which are presented in Penza. Head of Marketing Department April 2010 – September 2012 1. Built an advertising team of 8 employees 2. Developed the positioning of the brand “Mir Tekhniki” in the market of consumer electronics in the Penza region. 3. Reached the aim: “Mir Tekhniki” was the top of mind brand (according to Market Research 2011). 4. Saved market share in spite of competitor expansion. 5. Transferred 30% of advertising costs onto the vendor (previous number - 5%). 6. Opened four new chain stores: developed the marketing plan for grand opening and provided continuous marketing support.

2012 Miami Ad School Course: Account Planning Boot Camp

BUCKET LIST 1. To prepare award-winning strategy for national branding campaign of Russia. 2. To share my knowledge of brand planning with Russian students at Miami Ad School Moscow. 3. To travel across India with only a backpack and camera for 30 days. 4. To live for 20 days in a monastery of Tibet. 5. To learn to cook the best Italian pasta.


CONTACTS MARIIA SEROVA mariia.serova@gmail.com 89270939171

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