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strategist CASSIDYBAINE
strategist
CASSIDYBAINE
//miami ad schoolstrategy@san francisco, oh my!
//loyola marymount universitylos angeles, california, graphic design, women’s rowing
//twentieth century foxconsumer products, glee global
//fox sports internationalinteractive media, world cup, diego forlan, brazil
//los angeles loyolanad sales & design, angry moms
//sony pictures entertainmentcorporate communications, entourage
//taylor morrison homes inc. & disneymarketing & design, innoventions, floor plans
//butler-fearon-o’connor irish dance companycompetitor, instructor, EVERYTHING
WHAT I’VE BEEN UP TO
//miami ad schoolstrategy@san francisco, oh my!
//loyola marymount universitylos angeles, california, graphic design, women’s rowing
//twentieth century foxconsumer products, glee global
//fox sports internationalinteractive media, world cup, diego forlan, brazil
//los angeles loyolanad sales & design, angry moms
//sony pictures entertainmentcorporate communications, entourage
//taylor morrison homes inc. & disneymarketing & design, innoventions, floor plans
//butler-fearon-o’connor irish dance companycompetitor, instructor, EVERYTHING
WHAT I’VE BEEN UP TO
RE
AD
HE
RE
TO
UN
DE
RS
TAN
D W
HAT
TH
IS IS
:)
CASESTUDIES.
CASESTUDIES. //YouTube
//American Egg Board
//EA Games, Origin
BUSINESS CHALLENGEDevelop a campaign to increase YouTube usage and gain loyalty to a specific group of women that YouTube likes to call “Young-Facebook-Friendly-Moms (YFFM)”. Cur-rently, most of the video content these moms watch are embedded through Facebook. They rarely get directed straight to the YouTube site unless a link is directly sent to them through e-mail. Some of these moms only associate YouTube with slapstick videos and are simply unaware of the variety of content YouTube offers. WHAT YouTube IS TODAYOnline video is valuable- it’s massive, it’s social, it reaches new audiences, it gives viewers choice. Every minute, over 48 hours of content are uploaded straight to YouTube. There is 50% year-over-year increase in views. It’s eclectic content from all of the world is unlike any other video platform. After watching a YouTube video 30% of viewers will share with a friend. 400+ videos are shared via Twitter per minute. 100M viewers comment, share, or like a YouTube video each week. There is over 3 billion views a day on the site.
“We use Facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the world...” -Activist in Cairo, Egypt, March 2011
EA GAMES, ORIGIN
WHO ARE WE TALKING TO?“Young-Facebook-Friendly-Moms (YFFM)” These young moms are between the ages of 25-34 and typically have children under the age of 5. They are married, largely white, and amiable. Their kids are their priority, yet, they also crave for some “me time”. Sometimes, they even feel lonely due to the fact that their original friend circles are not as geographically as close as they used to be. They now try and keep up with their friends through social media. Their attitude and approach to technology is summed up as having a strong affinity for online networking and connecting. They are also finding and sharing new sites with their friends. These moms regularly go on-line to receive parenting advice from their family and friends.
RESEARCH STANDOUT #1Though these YFFM’s are active and loyal users to social media outlets, 36% of them are getting bored of social media due to it’s superficial content. UH-OH.
RESEARCH STANDOUT #2Moms always have questions, they have the most questions. From learning how to change a diaper, to knowing what to do when a pea is stuck up their childs nose, moms always have questions and always need answers.... } they need their answers quick. } some moms are to proud to ask for help from their friends and family. } they want a new resource, something new and different, but most of all, easy to use.
FRESH MOMMIES, PAY ATTENTION.....YOUTUBE IS AN ENCYCLOPEDIA.THE WORLD’S LARGEST ENCYCLOPEDIA.A “HOW-TO” ENCYCLOPEDIA.A MODERN ENCYCOLPEDIA.YOUR ENCYCLOPEDIA.
strategy
YouTube is a video encycolpedia. It shows real people with real answers, varied answers, not your everyday answer from your everyday friend or family member. This is a whole new world, a dazzling place that has been available, though many people did not originally see it’s practical purpose. YouTube is a success and it is time to use it. As a mom, you have come so far in raising your children and now have the perfect modern resource to help guide you along the bumpy and eventful journey through motherhood. Each and every turn in raising your kids can be a surprise. Every video tells a story and will answer your specific questions making your job just a tiny bit easier. YouTube is your modern video encycolpedia, enjoy.
BUSINESS CHALLENGEWith the safety of eggs in question, a lingering recession thatstripped food budgets to the bone, and much more convenient cereal options available-how could we possibly ask momsto serve more eggs to their kids?
RESEARCH STANDOUTSThe structure of both humans and animals is built on PROTEINand CHOLINE which helps regulare the brain, nervous system, and cardiovascular system. An egg contains both protein and choline.
TARGETEvery loving mother, “The Mom”.
AMERICANEGG BOARD>>>EGGS
This is a modern mother. She is a “superwoman” who also wants “superkids”. This determined woman strives to be the Rolls Royce of anything and everything, especially when it comes to her kids. She loves her children above anything else.
Her kids are involved in an absurd amount of extra curricular activities and need to have enough energy to last throughout the day. Every mom knows that better nutrition will enable their kids to perform to their fullest, yet with time contraints due to their busy schedules, nutritious food is not always their first priority.
THE MOM
AMERICAN EGG BOARD, EGGS
to grasp a mom’s attention we are going to:
POSITION EGGS IN A DIFFERENT CATEGORY.
eggs are no longer in the breakfast category.
EGGS ARE NOW IN THE PERFORMANCE CATEGORY.
EA GAMES >>>ORIGIN
GAM
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GAM
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EA GAMES, ORIGIN
REEL
a ligean ar obair.vamos a trabajar.let’s work. nous devons travailler. mari kita bekerja.cerchiamo di lavoro. lassen sie uns arbeiten.
