Miami Ad School, Greater New York City Area.
My training both professionally and academically has been centred on preparing myself to become the very best marketing communications expert I can become. As we see a shift from the traditional approaches and practices, I came to Miami Ad School New York to learn about the new global media landscape, and I have recently earned my wings in Social Media Strategy. I'm happy to share my journey and key take outs.
On this assignment, we were presented with a situation where Spotify had recently partnered with Playstation and the ask was to come up with a social media strategy that makes it possible to generate awareness of their partnership thereby leading to additional downloads on the platform. The key observation was that It’s a really hard challenge to engage Millennial gamers as they are often averse to advertising. This generation is still going to block out any marketing messages that aren’t authentic. They hate being sold to and prefer to seek out brands that provide substance, engagement, and conversation. So our strategic idea was based on engaging them while they are gaming in a humorous manner that also does not disturb them from playing their game.
On this assignment, we were presented with a situation where Coach New York had lost favour with the rapidly shifting consumer landscape. As such the ask was to come up with a campaign that showcases Coaches new products to younger consumers who see the brand as raging and uncool. Through a phased approach and by using completely new ways to portray Coach, we tried to build a new brand story which might be more interesting to the audience by using our strategic idea to "explore" the things they love and relate with and by so doing our campaign would squarely complement their use of Selena Gomez as an influencer in their most recent campaign.
On this presentation we were asked to engage millennial customers in a manner that differentiates ACME bank from the other competing banks. This would be achieved after coming up with a target audience persona and going through their consumer journeys and touch points highlighting opportunities for the bank. In addition, the campaign would reach out to our audience through a strategic weigh in and thereafter execute through a phased approach.