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Jessica Tidwell
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I really love this idea of branding through a cultural movement.  Because I am a film student I ESPECIALLY love this.  For these companies, such a Pepsi and Miller Light, this is a very easy and open marketing opportunity.  Not only does this give them a chance to make themselves seen but also to appeal to a larger crowd of people, whether it's 'millenials' (I hate that word) who are online and viewing the BackToTheFutureDay hashtags or the older generation that have been fans of the film since it was released.  The companies are attempting to connect with people on an emotional and sentimental level.  But for me, personally, again being a film major, I just love seeing all of these different companies from every side of the spectrum from toilet paper, to restaurants, all the way to NASA all showing love to a classic film.  For a moment it feels as if we all have something in common.   
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F24 / REJAKT / Charity Water

 IMC Objective:
To establish awareness for Charity: Water in 70% of 18-48 year olds  within the first 6 months of the campaign and to establish Charity Water's image as a successful, honest, and celebratory company.

Key Consumer Insight:
The majority of persons who give to charity do so in order to fulfill their sense of duty to give back to society by giving back to those who are less fortunate (Why do People Give?, 3).  Donating to an honest charity that shows of the work they are doing allows the donor to feel a higher sense of joy and assurance that their donation is being out towards the actual cause.
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