TIDE

Affiliated with the American Advertising Federation.

Creative and Strategy/Planning Department

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Creative Brief

In the 2023 National Student Advertising Competition (NSAC), Tide challenged university teams to create an integrated marketing campaign to increase brand awareness and engagement with audiences aged 18-35. 

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The campaign required careful audience segmentation to address the unique needs and preferences of both younger adults (18-25) and older adults (26-35). Tide sought to position itself as a trusted laundry detergent while also emphasizing sustainability, eco-friendly solutions and responsible consumption. Research and audience insights were leveraged to develop tailored messaging that resonated with both groups, ensuring broad appeal across the target demographic.

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Wearing multiple hats, I: 

• Contributed to the preliminary research phase by designing and analyzing surveys

• Supported concept testing by developing and refining visual and messaging strategies

• Played a key role in preliminary mockups for the 10-page strategic plans book (testing out AI prompts, fake ad placements, etc)

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2nd Place at District 1, presented by Tide at the 2023–24 National Student Advertising Competition. ​