THE LATE NIGHT,COFFEE CHUGGING, ENDLESS MEETINGS,UBER MILLENNIAL,HAPPY HOUR ANYONE?,

NO SICK DAYS

INTERN PROJECT

The Last Kids At Happy Hour

THE KIDS

KATIE MCELEARNEYArt Director

KATHLEEN BELLAccount

MASON DOUGLASSCopywriter

MEETBEN STOPS

Australian (Strategy)

COURTNEY COLEProducer

SAM PORTERAccount

GLORY SETODeveloper

RAJ NAGARAJANAnalytics

EVOLUTION EXECUTIONSUCCESS

CURRENT NO SICK DAYS CAMPAIGNEstablished that you dont need totake a sick day because of the powerful,fast-acting ingredients of DayQuiland NyQuil.

CURRENT NO SICK DAYS CAMPAIGNYou are here: NyQuil and DayQuil’s fastacting ingredients mean no sick days.

Evolve to: Bring this to millennials.

What can millennials do to share those sick days with those in need?

2010 2015

21 million

24k35k

19.8 m

Student debt is the #1 reason college enrollment is dropping more and moremillennials have no option but to miss out on this life shaping experience.

Kristen is 24 and recently graduatedfrom BU

She is currently paying down 34kin student debt

Account Exec at Publicis NY

Volunteers around her community

Frequents her social media accountsmultiple times a day and uses these

qq

apps to connect with her networkpy y

KRISTEN, 24

WHO IS IN THE POSITION TO HELP?

Her education afforded her the experience and confidence to bewhere she is today

NyQuil & DayQuil

EVOLUTION EXECUTIONSUCCESS

Devoted to bringingawareness to the eventand the big idea.

The event itself. How the campaignlives on beyond the tease and amplify phasefor maximum effect.

ECHO

PHASED APPROACH OF CAMPAIGN

TEASE AMPLIFY

TEASEDevoted to bringing awareness to the event and the big idea.

PHASED APPROACH OF CAMPAIGN

51% of millennials think a sense ofhumor is important for a brand topossess.

Style of PSA is in millennial humor.

TEASE PSA FACEBOOK AND YOUTUBE VIDEO

LAUREN: Hi I’m Lauren Lapkus Every day a millennial cries into their venti vanilla iced coffee because they are living with not so vanilla student debt. It’s an epidemic more viral than the cat video they’re watching home alone on a Friday night because their average student debt is rising faster that the retweets on a rapper/pop singer twitter feud. Students are dropping college like a mic and missing out on life shaping experiences. So please, say you’ll be the answer for a student in need. Because of its powerful fast acting ingredients, DayQuil & NyQuil has made it possible for young professionals like yourself to take No Sick Days, leaving you with all this paid time off that you just don’t need. So since you would never take those days for personal reasons, why not put them to better use and help change someone’s life. By donating just one of your unneeded sick days on Venmo, DayQuil NyQuil will match those days’ wages to create something greater: a scholarship. A scholarship that will empower a student in need get to where you are now. To find out more about donating, go to the website on your screen now. This is your chance to say I feel you man…or lady…or whoever you say you are these days…and I want to help somebody not feel the suck fest that is student debt.

SUPER: Lauren LapkusComedian in the age and price range for this PSA to young professionals.

CUT TO: Overly dramatic sad 90’s millennials.

SUPER: www.donateasickday.com/vicks

SUPER: Donate a Sick Day.

SUPER: Sponsored by (Vicks logo) No More Sick Days

DOUBLEMEANSDOUBLE.

DONATE A SICK DAYA PSA to Young ProffessionalsOPEN ON LAUREN LAPKUS IN A POORLY DECORATED OFFICE SPACE WHILESAD MUSIC PLAYS

NyQuil & DayQuil

NO SICK DAYS.

73% of monthly users aremillennials.

Memes are a relatablecommunication method.

SNAPCHATTEASE MEME INSPIRED INSTAGRAM POSTS

Watch a 30 second cut of the original video to get 30 minutes of ad free music

72% of weekly streams aremillennials

120 min average user time

TEASE SPONSORED SPOTIFY SESSION

Reinforces the idea that NyQuil Dayquil helps you not miss out.

TEASE LANDING PAGE

Gives donors the opportunity to learn exactly how to donate.

Can be directed straight to Venmo to do so.

DONATE

What do you do with all the unused sick days that DayQuil and NyQuil helps you power through?

DONATE THEM TOWARDS A SCHOLARSHIP.

NyQuil & DayQuil

DONATE

1

2

3

Send one cent to NyQuil Dayquil on venmowith DONATE A SICK DAY in the notes.

NyQuil Dayquil will venmo your cent backto you with a code for any NyQuil DayQuilproduct to POWER THROUGH the sick day you donated.

NyQuil Dayquil will match an average dayswage towards a SCHOLARSHIP for a STUDENT IN NEED

MY FACEWHEN I THINK ABOUT MY STUDENT LOANS

MY FACEWHEN I THINK ABOUT MY STUDENT LOANS

NyQuil & DayQuil

MY FACEWHEN I THINK ABOUT MY STUDENT LOANS

NyQuil & DayQuil

SNAPCHAT

The Geofilter would allow users to turn themselves into a meme for their stories or directly to friends.

61% users are millennials

20-30 visits a day

41% of millennial audience

TEASE MEME INSPIRED SNAPCHAT GEOFILTER

AMPLIFYThe event itself.

ACTIVATION FLOW OF CAMPAIGN

AMPLIFY VENMO DONATION EVENT

73% of users are millennials

Social stream connects you globally and to your friends

1

2

3

Send one cent to NyQuilDayquil on venmowith DONATE A SICK DAYin the notes.

NyQuil Dayquil will venmoyour cent back to you with acode for any NyQuil DayQuilproduct to POWER THROUGHthe sick day that you donated.

NyQuil Dayquil will givean average days wage towardsa SCHOLARSHIP for a STUDENT IN NEED

ECHOHow the campaign lives on beyond the tease and amplify phasefor maximum effect

ACTIVATION FLOW OF CAMPAIGN

An attached link in the Venmo message from NyQuil DayQuil will bring up a scannable code to purchase any NyQuil DayQuil product at participating locations.

Promotes trial among millennials.

ECHO REDEMPTION CODE

NyQuil & DayQuil

Tweets from the donors to the scholarship recipient adds a human connection between the donor and the student they are helping.

It also gets the campaign trending on twitter.

ECHO TWITTER

Emotional Touchpointof the campaign

Opportunity for 1:1 and 1:Manyengagement

ECHO EARNED MEDIA AND SHARABLE CONTENT

MY FACEWHEN I THINK ABOUT MY STUDENT LOANS

NyQuil & DayQuil

Social currency is the main driving force for millennial engagement and sharability of the big idea.

Earned media expands reach outside of the millennial network.

EVOLUTION EXECUTIONSUCCESS

Why does this work?

1

2

3

DayQuil NyQuil’s brand purpose is engrained within the idea.

First in market to utilize Venmo.

Idea is engineered to be sharable and spread through word ofmouth which is the best way to reach millennials.

4

Boost brand equity by serving a higher cause.

Campaign  Goals  

•  Drive  top  of  mind  awareness  and  reach  among  Millennials  

Business  Objec=ves  

•  Increase  in  market  share    •  Increase  in  sales  

Campaign  Objec=ves  

•  Surround  target  audience  through  contextual  and  behaviorally  relevant  campaign  messaging  and  communica=on  vehicles  to  drive  awareness  of  branded  campaign  messages  

•  Engage  target  audiences  with  key  campaign  message  of  “Donate  a  sick  day”  •  Drive  trials  through  redemp=on  code  

OVERVIEW AND OBJECTIVES

Campaign  Tac+cs  

Online  Video  

Spo+fy  ads  

Influencer  Outreach  

(Instagram)  

Snapchat  (Sponsored  Filter  and  

Ads)  

Microsite  

eCRM    

Social    (All  

PlaCorms)  

•  Drive  awareness/recall  of  campaign  message  of  ‘Donate  a  sick  day’  

Tease  

Obj

ec+v

e(s)  

•  Engage  the  target  about  the  event  and  Vicks  brand  

•  Increase  intent  to  purchase  •  Drive  trials    

Amplify/Engage/Convert  

Obj

ec+v

e(s)  

•  Create  engagement  and  conversa+on  around  the  event  and  the  Vicks  brand  via  owned  social  channels  

Echo  

Obj

ec+v

e(s)  

TACTICS AND OBJECTIVES

ECHO  AMPLIFY/ENGAGE/CONVERT  TEASE  

A"tu

dina

l  KPI

s  Jo

urne

y  

• Campaign/Brand  Awareness  • Ad/Message  Recall  

• PercepBon  •  Intent  to  Purchase  

 • NPS  • PercepBon    

Beha

vior

 KP

Is   • MenBons/Impressions  

• Targeted  Reach/Frequency  by  PlaJorm  • VisitaBon  &  Engagement  by  PlaJorm  • Trials  

•  Inbound  traffic  • Share  of  conversaBon  

Sour

ces  

• Nielsen  Brand  Effects  • Hearts&Science/Hawkeye/Catalyst/Social  

PlaJorms  

• Nielsen  Brand  Effects  • Google  AnalyBcs  • Social  PlaJorms/  Social  Listening  (Netbase)  

• Nielsen  Brand  Effects  • Social  plaJorms/  Social  Listening  

(Netbase)  

Tac:

cs  

Influencer  Outreach    

Online  Video  and  Spo:fy  Ads  

Social  Channels  (Facebook/TwiGer/Snapchat/Instagram)  

eCRM  -­‐  Trial  through  redemp:on  code  

Snapchat  (Filter  and  Ads  that  run  between  stories)  

MEASURING SUCCESS ACROSS THE PATH TO PURCHASE

DONATE A SICK DAYCOST BREAKDOWNEXPENSE AMOUNT

"Donate a Sick Day" Scholarship $50,000

Comedian/Celebrity $27,500

Additional Actors (SAG Rates) $28,000

Casting $6,500

1 Shoot Day $50,000

Edit (In-House) $30,000

Stock Photography (5 Photos) $3,000

Stock Music $5,000

Total $200,000

COST BREAKDOWN

"Donate a Sick Day" Scholarship

25%

Influencer 14%

Additional Actors (SAG Rates)

14%

Casting 3%

1 Shoot Day 25%

Edit (In-House) 15%

5 Stock Photographs 1%

Stock Music 3%

NyQuil DayQuil shapes a better world.

CHEERS!

If you’re feeling sick....check your APPENDIX

NYQUIL & DAYQUL DONATE A SICK DAY

Task Duration End dateProject Kick-Off (Vicks briefs Publicis) 1d Tue 21/JunSNAPCHAT DEVELOPMENT 19d Mon 18/JulFilter Development 11d Thu 07/JulFinal Filter due to Snapchat 1d Fri 08/JulRelease Final Files to Snapchat 1d Mon 18/JulLANDING PAGE DEVELOPMENT 32d Thu 04 AugCreative Development 4d Tue 28 JunClient Review #1 .5d Thu 30 JunClient Review #2 .5d Tue 05 JulLegal Review 4d Tue 12 JulAsset Release 1d Fri 15 JulHTML Development 15d Fri 05 AugLaunch 1d Thu 04 AugTEASE VIDEO DEVELOPMENT 29d Mon 01/AugStoryboard 1d Tue 05/JulClient Review #1 1d Tue 05/JulClient Review #2 1d Wed 13/JulLegal Review 4d Tue 19/JulFinalize Storyboards 1d Mon 01/AugSHOT LIST DEVELOPMENT 11d Tue 16/AugDevelop Shot List and Scripts 2d Wed 03/AugClient Review #1 1d Thu 11/AugClient Review #2/Approval 1d Tue 16/AugTEASE VIDEO PRODUCTION 21d Wed 07/SepShoot 1d Wed 17/AugEdits/Rough Cuts 5d Wed 24/AugRevisions/Final Cuts 5d Wed 31 AugOutput Video 1 Thu 01 SepGo Live 1d Mon 12 Sep

TIMELINE

51% of millennials think a sense ofhumor is important for a brand topossess.

Style of PSA is in millennial humor.

LAUREN: Hi I’m Lauren Lapkus Every day a millennial cries into their venti vanilla iced coffee because they are living with not so vanilla student debt. Students are dropping college like a mic and missing out on life shaping experiences. So please, say you’ll be the answer for a student in need. Because of its powerful fast acting ingredients, DayQuil & NyQuil has made it possible for young professionals like yourself to take No Sick Days, leaving you with all this paid time off that you just don’t need. So since you would never take those days for personal reasons, why not put them to better use and help change someone’s life. By donating just one of your unneeded sick days on Venmo, DayQuil NyQuil will match those days’ wages to create something greater: a scholarship. To find out more about donating, go to the website on your screen now. This is your chance to say I feel you man…or lady…or whoever you say you are these days…and I want to help somebody not feel the suck fest that is student debt.

SUPER: Lauren LapkusComedian in the age and price range for this PSA to young professionals.

CUT TO: Overly dramatic sad 90’s millennials.

SUPER: www.donateasickday.com/vicks

SUPER: Donate a Sick Day.

SUPER: Sponsored by (Vicks logo) No More Sick Days

DOUBLEMEANSDOUBLE.

DONATE A SICK DAYA PSA to Young ProffessionalsOPEN ON LAUREN LAPKUS IN A POORLY DECORATED OFFICE SPACE WHILESAD MUSIC PLAYS

NyQuil & DayQuil

NO SICK DAYS.

TEASE PSA SPOTIFY SHORT :30 SECOND CUT