In late August 2017 Fullscreen received a request for proposal from Minute Maid to translate their new “This Is Good” IMC campaign to social media. The campaign aimed to “champion the GOOD in every family,” specifically targeting multicultural millennials and their real struggle to be “good” parents in the face of modern life challenges and pressures plus the impossible standard of doing it all while looking good on Instagram. The brief was to develop a complete social approach within three weeks that defined the role of social media within the brand’s larger marketing strategy, expressed “This Is Good” in a socially native way, and provided audience insights and community managements recommendations. Game on. ✨
CLIENT The Coca-Cola Co.
TIMELINE Sep 2017
KEY OBJECTIVES awareness conversion
MY ROLE creative strategy art and copy direction concept development client presentation team management
My first step was auditing the brand’s creative identity, their social media, and their audience with the strategy team. Then I talked to a bunch of parents in real life. Both explorations led me to the conclusion that millennial parents are still millennials—they produce, direct, and star in their own so-called internet life, crave authenticity, and are constantly searching for a “better way” to do all the things. This insight became the core of our preliminary strategic presentation that emphasized social media’s unique ability to connect with real people in real time as the ideal environment to celebrate the struggle.
In the strategic presentation I identified three core creative content streams—”Make Me Laugh,” “Make My Life Easier,” and “Make Me Feel Less Alone”— and structured them to progress from bite-sized humor generating instant connections to longer form content building deeper connections and genuine brand affinity. I matched these three streams with our three main strategic insights to create a content matrix for brainstorming concepts and tactics.
THE PITCH DECK
Our creative presentation presented a creative approach that framed the role of social media as a big cocktail party where the brand can mingle with their audience. The creative content section brought “The Is Good” to life through 15 original post concepts, each demonstrating a unique tactic for connecting with the audience. I’m a big fan of showing not telling, especially in slide format. To show how each content stream would deepen the brand’s ability to connect with their audience, I brought in an engagement strategist so we could mock every post with a chain of comments and brand replies to demonstrate our community management recommendations instead of just talking about them.
Although Minute Maid ultimately went with Anomaly, a larger full service agency that could package social media together with TV ads, I consider this pitch a major win. It was the first truly integrated “social first” creative approach produced for a brand at Fullscreen and the deck was circulated internally as a best practice for creative direction. I had way too much fun creating a dream feed with my team and the project’s energy refreshed our usual work routine.
I’m also especially proud of this project as a non-parent. Being a member of the target demo is not a prerequisite for producing work that feels engaging and authentic to that audience. However, I can definitely empathize with someone questioning the ability of a 100% childless creative team to create content that resonates instantly and deeply with parents, engaging them as a peer who understands their struggles. Luckily almost everyone working on this project outside of the creative team was a mom or a dad so we had plenty of regular gut checks. Their reaction to the final presentation could not have been better—
“Oh this is GOOD.”
Art Director Jr Art Director
Sr Creative Producer
Sr Graphic Designer Sr Graphic Designer Graphic Designer Graphic Designer