Cold Has Never Been Cooler
Secondary Research Director and Creative Mock-Ups Team Member
Arrowhead Advertising Team, AAF NSAC
Arrowhead Advertising is a team of 20 Florida State undergraduate students who compete in the American Advertising Federation’s annual National Student Advertising Competition. The Arrowhead team spent the year collaborating to produce an integrated marketing communication campaign for Tide. The goal of the campaign was to encourage Tide consumers to switch to cold water washing. With research gathered during the fall semester, we collaborated to create a campaign strategy through a variety of channels and executions such as OOH advertising, influencer marketing, event planning, paid partnerships, and media planning and purchasing.
In Spring 2024 we pitched the “Cold Has Never Been Cooler” campaign to a panel of industry judges in a three-phase national competition. Our work was awarded first-place in our region and placed 6th at nationals. As a key member of this team, my position as Secondary Research Director was crucial in gathering key insights into the market dynamics, Tide's competition and target audience, and other key insights. The data and insight we collected during Fall 2023 was the foundation of the campaign, aiming to change consumer’s opinions, lifestyles, and habits by joining the "Coldture Shift."
Key Insights
Creative Mock-Up
Dare To Be Raw
Co-Project Manager and Creative Strategist
Advertising Campaigns Course, Florida State University
The Problem
As a group of young women, we recognize the emotional toll social media and negative body talk can take on a young developing mind. Unfortunately, this negatively impacts girls' self-perception in their most vulnerable years, oftentimes following them into adulthood, leading to decreased mental health and self-esteem. So it’s imperative this issue is addressed during women’s formative years to prevent long-term harm.
The Solution
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Address the negative culture surrounding female body image & “female perfection”
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Inform young girls on the subject
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Encourage them to find confidence in their raw and authentic selves
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Provide a place to share experiences and seek assistance​​
Campaign Objectives
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Spread Awareness of photo editing and the misleading nature of social media content through various selected media channels
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Encourage young girls to embrace their authentic selves
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​Provide resources for young girls utilizing a website
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resources for mental/physical health
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forum for women to share their personal stories
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Empower our demographic by creating a community for women to feel heard, appreciated, and understood
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Break societal norms
In my role as Project Manager and Creative Strategist for digital, I was responsible for delegating tasks to team members, maintaining organization throughout execution of the campaign cycle, ensuring the team met deadlines, reviewing all work submitted by the team to ensure maintenance of brand voice and fulfillment of the campaign objectives, and building and executing strategies across several digital platforms including website and social media (Instagram, Youtube, and Tik Tok). I collaborated with my team to build a strong, cohesive campaign. At the end of the semester we presented the campaign to the class and received valuable feedback. Personal executions for this campaign included creative strategy, writing and designing the campaign book and presentation, creating mock-ups for digital strategy, writing website copy, and providing creative direction for campaign branding while also managing the entire project as Co-Project Manager.
