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P&G THANKS MOM
Solution
Everyone has a mom, and most are very highly revered by their children. But the love goes both ways, so I wanted to create mechanisms for both moms and kids to show eachother some love. Mom can purchase a care package stocked with great brands and send it to her college student, who's probably living in the dorms and on a tight living budget. In return, the students can log-in to their favorite social media platform and tweet or hashtag some digital love back at mom. Creating early brand advocates for everyday products never felt so good.
Challenge
Becoming a brand advocate starts at an early age. Take advantage of word of mouth and family traditions to eliminate barriers to entry by tugging on heart strings and creating a promotional campaign that's authentic, versatile, and relevant.
Skills
Persona Development
User Journey Mapping
Creative Execution
Insight & Strategy
Concept Development
Creative Execution
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