Planning Book [Beta]
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PLANNING BOOK
CAMILA GADELHA
www.camilagss.net
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this is my story
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this is my story
commun
ications + poetry
engineering + science
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music
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roller derby
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the universe
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this is my work
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challenge
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one of takeda’s best selling OTC products had to go through some changes.
one of takeda’s best selling otc products had to go through some changes.
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research said the “new” product was awesome.
but sales were dropping.
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what we did
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= we knew too much
>> so we knew
nothing.
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i decided to see it for myself
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what we thought was a
“little” change >> was
actually a huge one.
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and the real
problem was here:
commodity x brand
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finding the issue
helped us solve it.
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and a conversation between barbie and a pharmacist, helped the creative team to fully understand what was going on.
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they went to town and developed new kv
for the pops and interactive signage for SELECTED DRUGSTORES always showing the old eparema and the
new one.
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what happened?
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sales stopped dropping
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the team built
confidence
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THE AGENCY GOT CLOSER
TO THE CLIENT
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challenge
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one of takeda’s best selling OTC products had to go through some changes.
this guy was an *institution* in maranhao, but teens weren’t lovin’ it anymore.
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that’s not good for a love brand. that’s not good for coke!
we had awareness.but no connection.
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what we did
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we had to find those kids and talk to them.
one on one.
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i got A BIT creepy.
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i got A BIT creepy >> BUT IT WAS WORTH IT.
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A LIL’ NETNOGRAPHY HELPED ME FIND AN AWESOME COMMUNITY OF MARANHAO TEENS HANGING OUT
AT TWITTER LIKE IT WAS A BIG CHAT ROOM. THEY WERE ALPHAS IN THEIR SCHOOLS. THEY WERE
INFLUENCERS. THEY LOVED TECHNOLOGY AND THEY LOVED BRANDS THAT WANTED TO TALK TO THEM.
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we created a story that started on tv, developed on twitter and youtube, and ended back on tv with a little help from our new friends.
FOUR CHARACTERS
TWO 30’ TV ADS
TWO TWITTER FEEDS
TWO YOUTUBE CHANNELS
ONE WEBSERIES
ONE CROWDSOURCED PLAYLIST
HOURS AND HOURS OF
INTERACTION.
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what happened?
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kids spent hours talking
to us.
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the people @from coke were really
happy
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we even won some awards.
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challenge
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one of takeda’s best selling OTC products had to go through some changes.
batavo was launching its new greek yogurt *kinda late*.
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we really had to stand out.
even though the product itself didn’t)
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what we did
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I FOUND OUT, USING TGI AND PANELS, THAT MEN EAT AND BUY A LOT OF YOGURT.
URBAN SINGLES // GOOD CHOICES // INDEPENDENT MEN
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BUT NO ONE IN THE INDUSTRY WAS TALKING TO THEM!
BUT NO ONE IN THE INDUSTRY WAS TALKING TO THEM!
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lucky for us, ALL Estabilished brands had the exact same speech. we were a challenger, so we could break apart from everything they had been doing.
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AND so we did
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what happened?
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what happened?
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we made a huge impact
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we got more budget! =d
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we sold yogurt!