10. one of takeda’s best selling OTC
products had to go through some changes.
one of takeda’s best
selling otc products had
to go through some changes.
11.
12. research said the “new”
product was awesome.
but sales were dropping.
19. and a conversation between barbie and a
pharmacist, helped the creative team to
fully understand what was going on.
20. they went to town
and developed new kv
for the pops and
interactive signage for
SELECTED DRUGSTORES
always showing the
old eparema and the
new one.
27. one of takeda’s best selling OTC
products had to go through some changes.
this guy was an *institution* in
maranhao, but teens weren’t
lovin’ it anymore.
28. that’s not good for a love brand.
that’s not good for coke!
we had awareness.
but no connection.
33. A LIL’ NETNOGRAPHY HELPED ME FIND AN AWESOME COMMUNITY OF MARANHAO TEENS HANGING OUT
AT TWITTER LIKE IT WAS A BIG CHAT ROOM. THEY WERE ALPHAS IN THEIR SCHOOLS. THEY WERE
INFLUENCERS. THEY LOVED TECHNOLOGY AND THEY LOVED BRANDS THAT WANTED TO TALK TO THEM.
34. we created a story that
started on tv, developed on
twitter and youtube, and ended
back on tv with a little help
from our new friends.
FOUR CHARACTERS
TWO 30’ TV ADS
TWO TWITTER FEEDS
TWO YOUTUBE CHANNELS
ONE WEBSERIES
ONE CROWDSOURCED PLAYLIST
HOURS AND HOURS OF
INTERACTION.
44. I FOUND OUT, USING TGI AND PANELS, THAT
MEN EAT AND BUY A LOT OF YOGURT.
URBAN SINGLES // GOOD CHOICES // INDEPENDENT MEN
45. BUT NO ONE IN THE INDUSTRY
WAS TALKING TO THEM!
BUT NO ONE IN THE INDUSTRY
WAS TALKING TO THEM!
46. lucky for us, ALL Estabilished brands had the exact
same speech. we were a challenger, so we could
break apart from everything they had been doing.
