american advertising federation: national student advertising competition
Ask? Get Gen Z to turn 75% of their loads of laundry to cold water.
Answer. The Dial Makes the Difference.
Campaign Awarded Best Usage of Media Placements, Best Creative
Role: Media Planner, Presenter
MEDIA TIMELINE
Tide and P&G’s fiscal calendar spans from October to September. We optimized streaming services and social media (Instagram and TikTok) to run all year to boost all of our in-person placements/events/partnerships. Our partnerships with Goodwill, College Dorms, and Depop also ran year-round due to in-app interfaces and in-person decals.
MEDIA BUDGET
Our budget was $50- $75 million for the campaign. We calculated the frequency of digital ads, price per week, CPM, impressions per ad, and more. For our physical placements, we went all the way as to the price for semi-trucks carrying equipment, event staff, individual decal price, location rentals, and more.
