Our campaign relied on the insight that to change consumer behavior, we needed to convince consumers that washing in cold water has direct, personal benefits beyond a positive environmental impact.
Our campaign "Cold Therapy with Tide" went on to win First Place in our District level competition, with the highest scoring presentation and plansbook of any other team in our district. The creative work in the campaign also won a 2024 Gold Addy Award.
As part of the National Student Advertising Competition, each team must submit a campaign Plansbook that outlines the research, insights, strategy, big idea, creative strategy, budget, and media flight plan for the campaign. The following pages are the Plansbook for our award-winning 2023-2024 Tide campaign.
As the President of the 2023-2024 team, I personally designed the book. This Plansbook was the highest scoring book in our district competition, receiving a score of 98 out of 100.
