Adwave
And the National Student Advertising Competition
Adwave is UCSD's official team that competes in the National Student Advertising Competition (NSAC). NSAC is a annual competition hosted by the American Advertising Federation (AAF). I have competed in two of these competitions for two clients: Snapple (2016) and Ajinomoto Windsor - Taipei (2017). See details of my contributions below:
Snapple (2016)
Challenge: Create a comprehensive marketing campaign that will increase purchase frequency in the U.S. in two areas: the established market (New England) from 9 to 10 purchases per year and the secondary market (rest of the country) 0 to 1 purchases/year
My role: Strategist
Brand Analysis
Before we could start with the campaign creative, it was important to assess the brand perception in the eyes of the millennial target market in the different demographic areas. We pushed out primary research with over 1,000 participants to add to our secondary research sources.
Strategic Solution & Creative Slogan
The strategic solution our team came up with was to emphasize the experience of drinking Snapple and used that idea to drive our campaign. The theme struck well in our test markets and it drove our creative slogan, which I happened to come up with: Make Life Pop. Using the iconic Snapple popping sound as a call to nostalgia, the campaign emphasized those little moments in in the day that make life great.
Competition Presenter
I was chosen as one of three representatives to present at the regional competition at California State University Fullerton. Our campaign overall took 4th place out of 11 schools in our region.
Ajinomoto Windsor - Taipei (2017)
Challenge: Create a comprehensive marketing campaign for the revamped Taipei single-serve Asian entree that will increase brand awareness to the new millennial target.
My role: VP Marketing, Strategy & Media Lead
Commercial Creative/Storyboarding
Our strategy team worked closely with the creative team this year to ensure the support of our research within the creative message. Our campaign is circled around or commercial, the original idea of which was my suggestion. This section will be updated with a storyboard later this month.
Strategic Solution
We drove this year to go bigger and better with our research and strategy. Secondary research was the backbone of our findings, but our extensive focus groups, street interviews, and surveys gave us the insight we needed to fill in the blanks for our millennial target. In the end, all of our work pointed to a focus on craving, a similar idea to the Jack Link's Feed the Beast campaign. This positioning was new in the Asian single-serve frozen food niche.
Media Planning & Analyzation
In order to complete the client asks, we used media to achieve the necessary metrics, including brand awareness surveys, impressions estimation, and ROI.
Team Recruitment Campaign
This year, I took the lead in recruitment for the UCSD team (Adwave) and designed the flyers, posters, and social media content. We were able to get a reach of over 2,000 students in just one week and had an attendance of about 100 people at our 2 events.