As part of Penn State University's National Student Advertising Competition, I participated in the creation of a fully integrated advertising campaign for the school year of 2017-18. Each year, NSAC selects a client to work with in this case it was Ocean Spray.   

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Our extensive primary research was composed of interviews, focus groups, taste tests, in-store obervation, and surveys. The biggest insights from our research were that millenials care about the cranberry's bold taste, the versatility to pair it with foods and drinks and the surprising array of products Ocean Spray has to offer. 

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Our creative strategy focused on the big idea of Millenial's ability to "Experience Something Better" with Ocean Spray's products. Our objective was to capture the atenttion of woman ages 24-35 primarily with a multi-channel campaign with eye-catching social media posts, internet radio, programmatic ads, SEO, outdoor, ambient, and promotional events. With a $5 million busget we would be able to provide an optimal ROI of 3.7:1. Adittional spending suggestions for a $10 million budget would result in a ROI of 4.25:1.