What

My junior year I was asked to join NSAC (National Student Advertising Competition) again to help develop a national campaign for Ocean Spray.

NSAC (according to their website) is "the premier college advertising competition that provides more than 2,000 college students the real-world experience of creating a strategic advertising/marketing/media campaign for a corporate client". The college I attended participates in this annually and I was grateful for the experience!

The project included a small team of talented students with design, public relations, or advertising majors. Our campaign won fourth place at NSAC and gold at the Chattanooga Advertising Federation Awards.

How

The Ocean Spray campaign was created over two semesters. During the first semester, our team focused on research. We developed and administered surveys, analyzed demographic statistics, conducted taste tests, and lead focus groups to help develop a strategy. In the second semester, we reviewed the survey results, developed our target audience, planned product placements, created media strategies, worked with the given budget, and created various media to represent the brand.

I have two favorite memories of this campaign. One, I was able to conduct a taste test at Chattanooga Times because I was interning within their in-house advertising agency. The taste test was conducted to test which flavor of Ocean Spray was most popular. During this time we also asked the taste testers questions that helped us understand their perspective on cranberry juice. My second best memory is when we created an Ocean Spray commercial and had the policed department block off a street in downtown Cleveland, TN for us to film a traffic scene.

I helped in the following ways: I created animations for the keynote presentation, Snapchat filter, product design, video, radio, print advertisement concept and production, collected data for research via focus groups and surveys, developed consumer profiles based on research, and gave creative direction as needed.

See the campaign booklet here.