ASHLEIGH EDWARDS

ASHLEIGH EDWARDSBRAND STRATEGIST // PROBLEM SOLVER

FIND ME ATAshleighEE@gmail.comAshleighEdwards.com

434.466.3239

EDUCATION

VOLUNTEER

Program ManagerUniv. of Virginia, Travel & Learn Programs - Charlottesville, VAFebruary 2006-August 2008

Managed all customer service, logistics, and on-site management for adult educational travel programs.

Learned the importance of always carrying a Sharpie.

Program Assistant Univ. of Virginia, School of Continuing Ed. - Charlottesville, VAAugust 2003-February 2006

Provided support to program and school directors by providing customer service, processing registration materials, maintaining databases, and compiling mailings for conference and program participants.

There is power in being a jack of all trades.

Crew Captain, ParamedicCharlottesville-Albemarle Rescue Squad - Charlottesville, VAAugust 2001 - August 2008 Managed crew of 12+ EMTs plus other resources to respond to 911 calls providing emergency medical care and special events coverage to the University of Virginia, City of Charlottesville,

and most of Albemarle County ~13 hours/week. Spent 5,040+ hours over 7 years responding to 911 calls

through nights, weekends, holidays, hurricanes, snowstorms, etc.

Learned how to use the “Jaws of Life” and other cool things you see on tv.

Lived by the motto “Eat, sleep, and pee when you can”

Director, Secretary - Board of DirectorsCharlottesville-Albemarle Rescue Squad - Charlottesville, VAMay 2005-May 2007

Helped manage long-term as well as day to day business and operation decisions for an all-volunteer 501(c)(3) non-profit corporation with oversight of budget exceeding $1mm

Lowered the average age of the BOD by at least 10 years.

Development Coordinator, Director Charlottesville-Albemarle Rescue Squad - Charlottesville, VA2003 - 2007

Responsible for annual fundraising and major gift campaigns. Coordinated and helped design of print brochure, newspaper and radio ads, public relations, and kickoff event.

Final Cut Pro, iWork, Microsoft Office Suite, Photoshop, InDesign, and in case of power failure, I know how to use a manual typewriter.

VCU Brandcenter - Richmond, VAMaster’s Candidate - Mass Communications/

Communications StrategyAugust 2008 - PresentRecipient of Donna Spurrier Media Scholarship for 2009-2010

WORK

University of Virginia - Charlottesville, VAB.A. - English LiteratureAugust 2000 - May 2004

TECHNOLOGY:

Development AssistantVCU Brandcenter - Richmond, VAAugust 2009-current

Assist Development Director in creating and updating development materials and donor response communications.

Expedia

Wonka

Noxzema

Wheat Thins

Product ideation and development + launch

Case study + brand experience plan

Product development + integrated campaign

Social media platform

Ashleigh the _________.

I think that “planner” isn’t a sufficient enough word for what we have been prepared to do at the Brandcenter. Not by far.

I think that the term strategist has more oomph. Anyone can plan, but not anyone can strategize.

For that matter, I don’t even feel that strategist adequately expresses who I am.

I am a problem solver.

As a problem solver, I believe:

In asking even the silliest of questions. You don’t know what you don’t know.

In making lives better and the world a better place to live.

You can both educate and entertain, entertain and educate.

You shouldn’t underestimate the power of your gut instincts.

That the easy way often isn’t the best way.

Currently, the biggest online travel brands are differentiated not by the services that they offer, but by their tone and brand ambassadors.

The online travel industry is considered mature, and little profit comes from plane ticket sales alone. In order to maintain its position as a leader in the category Expedia must differentiate itself from other travel sites by the services that it offers and increase profits by selling more than just plane tickets.Ex

pedi

a

Expedia is known by the twangy ending in each of its commercials.

In an increasingly global-minded society, traveling has become a rite of passage, an almost necessary step towards becoming a successful global citizen.

Yet these are the travelers most in need of help financing this important step, and often depend on the financial assistance of family and friends to get them where they’re going.

The lack of differentiation between the top sites is being leveraged by other travel aggregator sites like Kayak, which are rapidly gaining popularity and loyalty at a faster rate than traditional travel sites.

Expedia is the world’s most visited online travel agent. What does it need to do in order to maintain that position?

With travel costs on the rise, who is hurt most by these changes?

Dot coooooooooom

The frequency of young global travelers is on the rise. High school & college volunteer trips, gap years, study abroad. Honeymoons.

How can we help these future global citizens overcome these

new obstacles to traveling?

Challenge:

Combine the concept of an online gift registry with the aggregating capacity of Expedia’s existing resources to create a tool for travelers who need help getting to where they want to go.

The Expedia Registry allows travelers to create a detailed itinerary with all the costs involved broken down - from flight and hotel to activities and souvenirs - and then get help from family and friends to help finance the costs.

Convenience. The purpose of planning travel ahead of time is to make the most of your time. Make being convenient more convenient by putting as many resources as possible in one spot.

Expe

dia

Opportunity: What are travelers looking for when planning a trip?

+

Suggestions. People trust suggestions from other people more than they do companies. Allow travelers to get suggestions for their trip by looking at the trips of others and then leaving feedback, tips, and suggestions on their own trips.

Stories.Half the fun in traveling is telling the story of your trip. The internet provides a great storytelling medium. Give the travelers different ways to tell their story before, during, and after the trip.

Solution:

The Expedia Registry

Expe

dia

The traveler creates a detailed trip itinerary, listing all costs that they want help financing, as well as tell any

story behind the trip.

Once the registry is created, emails are sent to potential gift

givers through Expedia. By clicking on the links in the email, the gifter is directed to the traveler’s personal

registry on Expedia.

There, you can see how the trip will unfold. More expensive items, such as flights, can be divided into multiple, more affordable sections.

When an item is purchased, a message can be left for the traveler that they will receive when they are notified of the gift.

Through a partnership with Paypal, items that Expedia doesn’t offer for purchase, such as dinner

at a nice restaurant, can be given.

Travelers can peruse itineraries that other travelers have created and reviewed for

suggestions, tips, and tricks.

Facebook and Twitter plugins allow the traveler to share their registry as

they go, as well as the gift giver to share news of the

traveler’s trip.

The Expedia Registry

Expe

dia

The traveler keeps track of everything from one interface. It lists the people that the traveler has notified, total gifts given, and those who have contributed to the trip.

Under notifications, all of the contributions are listed. Thank you letters can be composed from this section.

Once the traveler departs on their journey, the Expedia registry goes mobile.

The Expedia app allows the traveler to view their itinerary and trip progress, eliminating the need to carry paper itineraries with directions and details.

The postcard app allows the traveler to stay in touch with everyone who contributed to their registry as they travel.

They simply take a photo, write a message, and email it off.

The next time the gifter opens their email, they’ll receive a postcard from the traveler.

A connection between the gifter and the traveler throughout the travel process.

Expe

dia

You Shouldn’t Have!

Creative Campaign

The Expedia Registry is ideal for the growing number of students, recent graduates, and newlyweds who have the desire, but not the means, to travel the world. During these times, young people are often inundated with “thoughtful” gifts - such as “Class of 2010” picture frames - that ultimately take up residence on a shelf in the bedroom and then sit, gathering dust.

Strategy

The Expedia Registry provides bad gift insurance.

“You Shouldn’t Have” is a fictional show a la Antiques Roadshow, that follows fictional character, Jeremy Schwartzwalder, around the country as he appraises bad gifts that people have received.

It will be hosted on the youshouldnthave.com microsite, which will allow users to upload pictures and descriptions of bad gifts that they have received to be rated as well as to rate other people’s bad gifts.

Those with the worst gifts can win gift certificates that can be used towards their travel registry.

Expe

dia

The concept of a gift registry is to guide the gift giver in purchasing something that they want or need instead of something that will go unused or immediately returned to the store.

Banner ads featuring Jeremy will be placed on the Expedia website as well as on Flickr and other travel appropriate websites.

Expe

dia

Print ads will be placed in both travel magazines as well as lifestyle magazines targeted to this 18-34 year old traveler. (Print ad shown as it would appear to the reader)

Most of the time, I’m perceived as being “Southern.” Sometimes “country,” which is somewhat closer to the truth. My amusement at this line of questioning usually leads me to ask the person where they think I’m from.

I get the question frequently. Not in a casual “I’m asking you this question because it’s part of the getting to know you process” way. No, the question is often asked with a very specific purpose in mind.

To pinpoint my accent.

“Georgia?” “Alabama?” sometimes, even “Texas?”

None of the above. I was born and raised in Virginia.

Southwestern Virginia to be exact. Coal country. In the heart of the Appalachian mountains, and surrounded by language that is uniquely our own and is officially recognized as Appalachian English.

“So....where exactly are you from?”

*GASP* “Really?” “Yes, really.” “WHERE in Virginia??”

“But isn’t that just a Southern accent?”

3 hallmarks of the Appalachian English dialect

Vowels are extended for longer lengths: ‘Red’ sounds like ‘rey-uhd’

EXCEPT: The standard two syllable long I is shortened to a single syllable: ‘Wire’ sounds like ‘war’

“Y’all,” “Ain’t,” “is you,” “I done” and “you was” are commonly utilized and accepted.

The hallmark of a Southern accent is the dropping of hard “r.” The Appalachian dialect is known for its intrusive R’s: ‘Wash’ sounds like ‘Warsh’

“No”

Alberto Culver acquired the Noxzema brand in 2007. The brand has been in a sales decline with minimal advertising since then. Alberto Culver wants to ready the Noxzema brand for re-launch.

Our Challenge:

Make women fall in love with Noxzema again.

Noxzema has a powerful 89% brand awareness

It’s distinctive blue color and scent - menthol, eucalyptus and camphor - have become iconic.

Refreshing, tingly and cooling experience.

Despite moving towards more image based advertising recently, the Noxzema girl advertising is still strongly associated with the Noxzema brand.

To get at the root of the problem, in addition to secondary research, we conducted:

EthnographiesQuantitative surveysAnd challenged 6 women at different stages of life the task of keeping a face-care journal for a week.

Noxz

ema

Brand equity:

There are two types of current users: What about non-users?

A huge divide exists between consumers’ perceptions of Noxzema. Loyalists see Noxzema as a brand that stands for CLEAN. Non-Noxzema users perceive Noxzema as standing for CLEAR, which some consumers may feel isn’t relevant to them.

Likewise, loyalists perceive the Noxzema scent as natural and refreshing. Non-users perceive the scent as being associated with clearing products and deem it being chemical-like.

Teens and adults seeking acne prevention and treatment. Teens are often introduced to the brand by someone who used it in their youth who sees it as an entry into the facewash category because of its acne clearing association.

Noxzema lovers who crave the cooling, tingling sensorial experience that Noxzema provides. The smell and tingle creates a perception of an associated functional benefit.

Non-users have the perception that Noxzema’s promise is acne control - which often loses relevance. Many previous users feel that they have outgrown Noxzema because of this, and that Noxzema is specifically for a young, highly acne-prone demographic.

Noxzema needs to re-position itself in consumers’ minds:

CLEAR CLEAN

Noxz

ema

“Help me with my acne.” “I just like the refreshing tingle” “I don’t need help with acne anymore”

Who is and isn’t using Noxzema?

Even though she has a few brands to fall back on if she has a particularly bad experience with a product, she’s adventurous and tries new things in her ongoing quest.

Products make “holy grail” claims in the face care category in attempts to stand out from the clutter.

Some of the “holy grail” claims might catch her eye at the shelf and sway her, but when she runs out of a product, she’s just as likely to put “facewash” on her shopping list as she is a specific product.

Opportunity: “I’m not sure if it’s making a positive difference but at least it’s not making it worse.”

Having clear skin is more than something you can find in a bottle. It’s getting enough sleep, not smoking, eating right, amongst a myriad of other things.

Solution: Noxzema is part of a holistic approach to skincare.

Positioning: Consumer: From Clear to Clean . Category level: There is no holy grail, at least not in the face wash category.

Strategy:Noxzema is just one part of a well-balanced face care diet.

The Practical Princess is in a constant experiment in the quest for balance.

Noxz

ema

Throughout that quest, products are determined to become a part of her beauty arsenal or go into her beauty graveyard under the sink.

“doesn’t make me break out”

“takes off my

makeup”

“gets rid of blackheads”

“right intensity for morning”

Who can Noxzema talk to about Clean?

How are other brands talking?

Her practical side tells her that the “holy grail” claims are bogus, but her princess side enjoys the experimentation of trying new things - just in case the holy grail promise holds true this time.

“I don’t need an acne cream, I’ve

grown out of that”

“I’m looking for the perfect thing

for my skin”

“I need face wash. I didn’t write a

brand name on my shopping list”

“Does it stay in my arsenal or head to the graveyard?”

“This is a vital part of my face-care

routine”

“Noxzema can play a role in

almost anyone’s face care routine”

Re-engage Consideration Purchase Use Trust & Prefer Evangelize

Connect in environments when women focus on bettering themselves by being honest and humbly realistic.

C O M M U N I C A T I O N S C O N T E X T S T R A T E G Y & B R A N D B E H A V I O R

C O N T E N T I M P L I C A T I O N S

Reposition Noxzema as clean

skin (vs. clear)

Seed idea of holistic approach to put

Noxzema back on the radar

Buy into holistic approach instead of

the gimmicks

Help them determine what

role it should play in their routine

Understand holistic approach

Help them talk about holistic

approach

C O N T E N T C H O I C E

In Store Advertising

Noxzema branded items(ex. water bottles)

Noxzema Site

Traditional (Print, TV, PR)

Online (Blogs, Radio, Search)

Packaging

In-store:Ads such as floor clings as well as shelf space in areas of the store related to holistic facecare such as bottled water and workout gear.

Packaging:Package Noxzema with a water bottle and a jumprope or other parts of a holistic routine.

Women’s magazines run on a continuum from Beautify self to Better self. Concentration of the ad placement on the better self end of the magazine spectrum. Self and Shape v Cosmo and Vogue

Online (Blogs, Radio, Search)

Partnerships (like-minded brands/specialty stores that embrace the holistic ethos)

C O N S U M E R N E E D S

Partnerships/Distribution: Partnerships with brands or distribution through specialty stores such as athletic stores who contribute to the holistic approach.

Noxzema branded items(ex. water bottles)

Things I live by.

Being nice will get you far in life.

“Please” and “Thank you” can go a long way. Manners aren’t dead.

Don’t forget to stop and smell the flowers.

Simplicity and subtlety are powerful methods of seduction.

Never forget that there’s always someone who has it worse off than you do.

The path less travelled is often much more interesting.

Whatever you do, don’t forget to have fun!

Sometimes you have to turn off the screen.

Be generous. It will come back around.

Gardening

Traveling to places on my bucket list

DVD commentaries

Volleyball & Tennis

Medical shows: Bones, CSI, House, Grey’s Anatomy

My cats Smokey and Bandit

Home cooking

Good bourbon

Netflix

Won

kaMost Americans know the Willy Wonka character. The 1971 Willy Wonka and the Chocolate Factory movie has an almost cult-like following with its vivid, fantastical images that transport you back to being a kid when your imagination could take you almost anywhere.

The power of the original Wonka movie and story is so great that when someone is asked what they think of when they think of Wonka they’ll tell you “chocolate” - despite the fact that, other than a limited release surrounding the more recent Charlie and the Chocolate Factory movie - the Wonka brand doesn’t actually produce a chocolate candy.

The Wonka candy brand has been experiencing a downturn in sales. With an adult audience that already sees the Wonka brand as meaning chocolate.

Re-vitalize the brand by re-visiting Wonka’s core brand equity - chocolate.

Chocolate brands talking to adults are positioning themselves as sensuous, sexy, and indulgent. But chocolate is fun, and should be an accessible experience every day, not something that is put on a shelf and wrapped in a cloak of indulgence. And unlike other brands, adults already see Wonka as representing chocolate. The entire experience should be fun and imaginative, including the product name and packaging.

Challenge:

Opportunity:

Positioning:

Adult flavored fun.

Strategy:

Wonka chocolate isn’t for just anyone, only the Charlies of the world.

Tone:

Whimsical, imaginative, fun.

If this is a normal brain................then this is a brain on Wonka.

The Wonka [dark] Bars

DarknificentChocolate

Wondrous

Delight

MiraculousBerraculous

Chocolate

TongueTwister

ThreeTeaseChoco

SurprisersWon

kaPremium dark chocolate bars with natural and exotic flavor pairings such as chili, lavender, and miracle berry - which turns the sour and bitter into sweetness.

(Miracle Berry)

(60% Cacao with Chili)

(Dark chocolate witha variety of exotic fillings )

Wonka introduces:

The campaign tells the story of the decline Wonka 5 after the factory lights went dark.

Where they are now?

And why are the factory lights back on?

Campaign objective:

Utilizing the Wonka storyline, recapture the sense of wonder, imagination and possibility that adults once had as kids.

Ultimately, none of the Wonka 5 could handle the power of Willy Wonka.

Can you?

Won

ka

New Wonka chocolates logo

Whatever happened to the Wonka 5?

As fun and playful as Wonka is, there’s a dark side that may not have been readily apparent when you saw the movie as a kid. Not all of the Golden Ticket winners could keep up with Wonka, only Charlie.

At the end of the original Willy Wonka and the Chocolate Factory, it’s not clear what the fates of Willy, Charlie, and the other Golden Ticket winners are.Which leads one to wonder:

When the website is launched, videos will start appearing one by one, telling the individual stories of the Wonka 5. Each one building on the other, starting with Veruca and leading up to Charlie’s story, asking the viewer to return to see the next video. The appearance of Charlie’s video which will co-incide with the announcement of the new product and coincide with its launch.

Won

ka

Shorter versions of the videos that tell the stories of the Wonka 5 will also be used as ads on Hulu and YouTube.

The Dark Campaign.

The stories of each Wonka Dark bar will appear on the website when the products are launched.

The videos will be interview-style, interspersed with the interviewer telling more details of the story.

“For the past few decades she's been living alone in a mansion filled up with expensive junk. She's a recluse, spending her days thinking of what other things she'd like to own...  Veruca is now capitalizing on the fame she garnered from both her Golden Ticket win and globally recognized scandal. She's licensed her name out to a rock band, cosmetics line, lawn ornament company, and chain of low-quality American diners, among other things...  She's come to speak only in the third person... When Charlie stopped making Wonka Bars, she bought and hoarded every last one she could find...her once large stash has dwindled down to a single rotting bar. She's held onto it because it's the one thing in the world she can't buy or replace. Even though rumors have started to circulate that Wonka's back, Veruca doesn't believe them.”

Before the product launches, a pre-campaign will occur, including billboards and wild postings, plus a takeover of the national enquirer homepage along with the launch of the Wonka Goes Dark website.

Billboards that use solar panels to charge during the day will be Wonka purple during the day but at night will glow with the new Wonka logo and the tagline at night.

The front page of the National Enquirer will be bought out to report the stories of the Wonka 5. W

onka

Wild

po

stin

gs

VIOLET & AUGUSTUS SITTING IN A TREE!WONKA WINNERS MORE THAN PALS!

WONKA’S

DUIThe juicy details!

VERUCA SALTLEAVES HOUSE

- Cellulite Alert!

MAN SEES WONKA INTORTILLA! IS HE BACK?

WORLDEXCLUSIVE

MIKE TEAVEECHECKS INTO

REHAB (AGAIN!)Will he ever

learn?

Candy is mostly an impulse purchase so we created reminders for people at point of purchase.

Check-out line separators that look like large Wonka Dark bars will be used at point of purchase.

In major metropolitan areas, pop-up stores will appear following the launch of the Wonka Dark Bars.

Wonka Dark Bars candy machines will be placed in malls and movie theaters.

At the product launch, Wonka trucks will appear at night in major metropolitan areas to give out free samples.

Won

ka

Print ads that look like submission forms for a free candy giveaway.

Tearing away or turning the page reveals that it actually filled out a form for submission to a mental hospital with symptoms listed such as “delusions of grandeur”

Subway flipbook: Illuminated images on the walls of the subway create a flipbook effect outside the window that recreates the tunnel scene from the original Wonka movie.W

onka

To the Superintendent / Physician in Charge of the esteemed

I agree to be admitted to this institution on my own volition, and the below signature confirms I will reside there permanently and show no physical or verbal resistance to the matter.

Printed Name

Date

/ /

Paranoid Delusions

Anxiety

Depression

Sleep Disorders

Substance Abuse

Violent Tendencies

Patient Name

Case No.

Admittance

Psychiatric Hospital of Name of grocery store located in City and State

I am currenty a resident of City and State in the county of County

My occupation currently is Occupation .

Lucid Dreams

Manic Episodes

Anti-social Behavior

Impulsive Behaviors

Delusions of Grandeur

Masochistic Tendencies

Hallucinations

Signature

Belief That Others Are Conspiring Against Me

I am su!ering fromStatement of Admission: Disorder & have distinct identities.

I confirm that all of the above is true and that I have read and understand all contest rules and regulations.

Printed Name

Date

/ /

Milk Chocolate

Dark Chocolate

Dark Chocolate & Chili Flakes

Dark Chocolate & Pear

Dark Chocolate & Violet

Dark Chocolate & Miracle Berry

Dark Chocolate & Cinnamon

Name First Name Middle Initial Last Name

Birthday M M / D D / Y Y Y Y

Today’s Date M M / D D / Y Y Y Y

My grocery store of choice is Name of grocery store Located in City and State

I am currenty a resident of City and State In the county of County

My occupation currently is Occupation

I deserve free Wonka chocolate because I’m a Adjective person. I am a Age year-old Gender .

Dark Chocolate & Dragon Fruit

Dark Chocolate & Butterscotch

Dark Chocolate & Potato Chips

Dark Chocolate & Irish Cream

Dark Chocolate & Bacon

Dark Chocolate & Ginger

Mystery Mix

Signature

What kinds of chocolate would you like to receive? { Choose as many as you would like! }

You may be eligible to receive free candy for a lifetime!

Just fill out this form and mail it to9601 Canoga Avenue, Chatsworth, CA 91311

To embrace the spirit of the project, The Wonka Team created a special experience for the presentation.

Presenting at the beginning of the class period, the students entered into the lecture hall with the lights dimmed and low music playing (“I Cut Like a Buffalo” by The Dead Weather”).

The large, purple “Yahoo! Big Ideas Chair” which resides in the student lounge was utilized as the “psychologist chair.”

Each team member presented “in character” in voice, manners, and dress:

Jarrod Higgins, CT as Mr. Alton Higgins – technological whiz kid

Grace Harris, CW as Ms. Gracie Harris – word-smith & beat poet

Lauren Perlow, AD as Ms. Perlow Lawrence – international type designer & lover of chocolate

Ashleigh Edwards, CS as Dr. Edwards – uncertified psychologist

Lauren Kostesko, CBM as Ms. Heidi Heidelberg - chocolate expert

In February 2010, Brandweek interviewed Wonka’s brand manager and innovation manager about their new high end chocolate line.

Nestle Hopes to Spread Wonka Magic to High End.“Playing on the movie’s magical/fantastical element, the candy maker this month launches Wonka Exceptionals..We realized this is a story that people experience in life and that stays with them for their entire life...”

Bringing Wonka to life.

It’s thrilling when you complete a project that you not only have a tremendous amount of fun creating as well as presenting presenting, but then discover months later that the brand independently thought it was a great idea too.

I’m a take no prisoners nurturer.

I never set out to be the nurturer. If someone had told me growing up that I was going to be the one who often turned into the “Mom” then I wouldn’t have believed them. I’m not the Suzie sunshine warm and fuzzy 24/7 type. I’m not even sure how it happened. I simply find that I am the one to make sure that everyone’s general well-being is taken care of in the midst of chaos. I’m the one with all the basics covered.

Don’t get me wrong. I have little sympathy for martyrs or whining and complaining. I actually have little tolerance for such behaviors .

Perhaps this all comes from genetics. My Mom is a classic nurturer, overzealously wanting to make sure that everyone is happy and comfortable. And it drives me bonkers. Which is probably why I wear this mantle somewhat reluctantly at times. Or maybe it comes from the time that I spent on the rescue squad managing 12+ people to respond to 911 calls that never stop while making sure that we’re all safe, too. It’s kind of like herding cats.

But don’t mess with anybody I take under my wing. It won’t be pretty.

Wheat Thins wants to increase the instances that the consumer might want to reach for the Wheat Thins box. At the same time, Wheat Thins wants to keep up with the times and is exploring what social media can do to bring Wheat Thins closer to its fans.

Increase snackable occasions through use of social media.

Wheat Thins brand story = Whatever or whoever is on the box.

But if we want to increase snackable occasions, we can’t just look at crackers. What other foods are competing for the consumer’s mind when they’re thinking about a quick snack?

Whe

at T

hins

Assignment:

How is Wheat Thins different from the rest of the cracker category?

Stands alone vs. needs a companion

Cracker for adults vs. cracker for kids

Sandy Duncan -- Rachel Ray -- 90’s Jazzercise

Assigned Obective:

Create a social media platform for the Wheat Thins brand - in a way that doesn’t revolve around recipes - driving top of mind awareness and increasing purchase frequency.

Snacker Segments

Healthy: Unhealthy:In-Between:

“I made a good decision and I can feel good about myself”

“I think of a snack break as a time to indulge. It’s a break, after all.”

Positive, inspiring. Bold, tempting

“I didn’t make a bad decision. Not necesssarily a good one either. My lie is relatively unchaneged.

Honest, candid, straight-forward.

They are seeking simplicity in the midst of chaos.

So...are these women social media junkies?

Yes. But....how can Wheat Thins live in this arena?

Whe

at T

hins

Assigned Target:

The primary grocery shopper and current buyer.

70% are women.Most have children.

We know that social media platforms are not suited for each brand. Consumers have certain ways that they are willing to engage with brands online. And they are more than willing to badmouth or ignore failed attempts.

Addressing the issue head on, we talked to some women within our target about Wheat Thins and possible interactions in the social media space. This is what we heard.

“Possibly for snacking recipes, but who looks up recipes for snacks?”

“You mean for the CRACKERS?”

“I love them, but they’re just crackers. Unless they were offering free crackers, I would never...”

Interacting, let alone having a conversation with Wheat Thins, was a concept that was confusing to these women. While they might become a fan of Wheat Thins on Facebook, interacting with a brand that’s all about CRACKERS isn’t something they’re open to.

Utilizing digital media, drive top of mind awareness and increase snackable occasions for Wheat Thins.

Whe

at T

hins

These women have two primary online activities:

Entertainment and fun.

Searching for advice/tips/tricks and reviews on issues and products that have to do with her family. Direct interaction with CPGs is minimal.

Assignment Realignment:

Recommendations and tactics:

Revamp YouTube page to become the ultimate break site that aggregates the most popular viral videos. The same kind of videos that we like to watch on YouTube when we have 10 minutes to kill - babies doing funny things, flash mobs, horrible karaoke - all in one YouTube page.

Remove the Wheat Thins Facebook and MySpace pages or discontinue attempts to engage in conversation in these mediums, because currently, these attempts are being ignored.

Website takeover and video ads on sites such as Hulu - “It’s break time” - ads designed to give people permission to get up and go grab a snack.

Website takeover - “It’s break time” - take a break from all ads.

Aware: Consider: Purchase: Use: Love:

“I need an excuse or permission to take a break”

“When I take a break and grab a snack

I need something

easy”

“I need something satisfying, but not

TOO unhealthy”

“I need something

yummy and simple”

(simplicity)

“I need a “go-to” snack”

(versatility) Co

nsum

er

Ne

ed

Co

nte

nt

Imp

lica

tion

Give them the break

they desire

Wheat Thins is the easy snack of breaks

Straddle health-

aware and guilty-

pleasure

As simple of a delicious

treat as one will find

There’s a Wheat Thin

for every possibility

Whe

at T

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Digital Digital

Strategy:

Complementary, simple, and versatile, just like Wheat Thins.

Tone:

Wheat Thins provides just enough of a break that you don’t feel guilty.

It’s always a challenge to do research on no budget and few existing resources.

Here are my 10 go-to websites (other than the brand’s and its competitors’ websites) to do quick and dirty <free!> research for a project:

I have a “go-to” list of friends, family, and former classmates and colleagues compiled from Facebook and my email address book who were willing to be resources to take surveys, have video chats, connect me with people who knew what I needed to know, and disperse surveys as appropriate to their friends (Moms, sports fanatics, thrift store shoppers, etc).

Facebook - fan pages and groupsYouTubeTwitterTumblrWikipediaNew York TimesWall Street JournalBrandTagsFlickrNPR

BBCCenter for Disease ControlWhitehouse.govPSFKeBayCraigslistUniversity research papersChatrouletteVimeoBlogs // personal and corporate Topical forumsNotCotFFFFoundThe Cool HunterGizmodoC/Net reviewsProduct reviews on Amazon (or other retail sites)Wired, Good magazine, Fast Company blogs

And some other online resources that have proven to be helpful in various ways:

Often, existing research requires expensive, inaccessible subscriptions.

Expedia

Wonka

Noxzema

Wheat Thins

CBM: Jennie AndersonCW: Chris TrumbullAD: Maggie McClurkenAD: Lauren PerlowCT: Colin Eagan

CS: Ryan GallagherCS: Pankaj RawatCS: Rachel Stallworth

CBM: Lauren KosteskiCW: Grace HarrisAD: Lauren PerlowCT: Jarrod Higgins

CS: Kelly FossCS: Christina HerrmannCS: Michael WhittenCS: Layne Wilson

Credits