wander in the world
wander in the world
wander in the world
wander in the world
wander in the world
ad book
OCEAN SPRAY
Target Audience:
24-41 demographic, family oriented, enjoys traditions, sociable, consider friends as a part of their family
Problem:
Ocean Spray suffer from changes in consumer shopping behaviours - consumers are spending more along the perimeter of stores and avoiding SS (shelf-stable) juices.
Ocean Spray doesn't represent a diverse depiction of families throughout their social platforms or their website, and consumers are tired of seeing advertisements idealizing perfect families with a mom, dad, and 2 kids gathering for dinner, gleefully laughing as mom serves food on the table
Solution:
Relaunch the brand image and POV - establish awareness
Create an authentic connection to Ocean Spray - cultivate consideration
Convert shoppers to purchase over competitors - motivate purchase
Insight:
Redefining Family - "We Stand for Families"
Manifesto:
As we all know, the world is constantly changing. Simple as that. And so is the definition of family. Who said it was limited to being a sister, an uncle, a grandma, or a cousin? It extends far beyond relatives and means more than just blood. Why subscribe to what society tells you? We’re here to tell you that you don’t.
So, we did it! We’ve made a new meaning:
Family (noun) - YOU decide what it means. YOU get to choose. YOU pick who YOU want to be apart of your family.
Your definition can be based off of an obsessive bond over Mean Girls or an ongoing debate over the taste of avocado toast. Celebrate each other’s similarities while appreciating the differences.
Ocean Spray doesn’t mind how you define “family.” We value and stand by it regardless.
Execution 1. There's More Than One Way To Do It
—— There's no rules for how you want to live.
Do it the way you want to!
Cranberry Pie Contest
Video Unit
w/ link
Co-Brand w/ Buzzfeed
Video Unit
w/ link
Forget the Dinner Table
Image Unit
Different Family Versions
Image Carousel Unit
Ugly Sweater Christmas Contest
Image Carousel Unit
Story Unit
Execution 2. Build Authentic Relationships
—— Be true to yourself and create meaningful relationships
Street Interviews
Framily Dictionary
Introducing Framily
Video Carousel Unit
Image Carousel Unit
Story Unit
Link Ad Unit
Execution 3. Everyone's Invited
—— You're welcome regardless of what race, gender, religion,
culture, sexual orientation or uniqueness you are.
Idea:
Ocean Spray will create a digital campaign bringing more light to the events surrounding immigration and family separation, and what actions people can take to not only talk about it, but do something about it.
Goal:
Allow people to see that we support families of all calibers and do not support the separation of them. we don’t only want to join the conversation. we want to actively make a difference through involvement in organizations aimed to help those in need as a result of the government’s initiative and processes.
Execution 3.1 #WeStandForFamilies
Image Unit
Image Unit
Image Unit
Image Unit
w/ Link
Image Unit
w/ Link
Image Unit
w/ Link
Promote #ProjectDinnerTable
Execution 3.2 #ProjectDinnerTable
Idea : Ocean Spray will host a charity event where people from all walks of life are invited to participate and to bring their families, whomever they consider that to be.
We will have a meal served on a record long table and have groups of families sit together to get to know people who aren’t like them.
Give people the opportunity to give thanks to one another outside of thanksgiving.
We will have sponsors from:
Salvation Army
Boys & girls club of america
Disabled veterans organization
Goal : proceeds will go to association for american indian affairs; reinvent the meaning of thanksgiving.
How to Host A Party
Image Carousel Unit
w/ Link Ad
Video Unit
w/ Link Ad
Image Unit
w/ Link Ad
Digital Strategy
The digital strategy with be activated in a 30/60/90 proposal to begin to reposition the brand and meet business and marketing objectives
30 Days
Introduce Ocean Spray
New brand belief ‘We stand for families’
through social media channels including
profile photos, cover photos, contents, and
how to interact to users
Launch #WestandForFamilies campaign
Launch paid ads
and partner with Buzzfeed Tasty
to reach more younger audience
60 Days
90 Days
Launch Video campaigns and events to create
users’ engagements
Measure target audience’s perception of the new brand belief
Measure ad effectiveness and optimise accordingly
Follow up the executed campaigns with weekly posts
Seek out potential changes to the current campaigns/strategies
Track engagement, obtain feedback on the executed campaigns;
Survey - what people think about Ocean Spray now vs. the very beginning. Was our strategy effective?