Maintain Millennial Women Longer
STRATEGIST | MIAMI AD SCHOOL | SPEC WORK
INDUSTRY: Ready-to-drink alcohol segments
THE ASK
Palm Bay wants to maintain millennial women longer and get them to consider Palm Bay Vodka Soda.
A big idea for Palm Bay Vodka Soda that includes key messages, a connections plan, and event-specific programs for Boots & Hearts, Stampede, Quebec festival.
RESEARCH
Survey, interviews, social listening, industry insights, Consumer behaviour, psycho-social studies
THINKING
Category trends are moving towards a clean and sophisticated look. Palm Bay is still widely associated with sweetness and college years. Women have evolved their interests, habits and circles of friends.
The brand has not evolved with its target audience.
INSIGHT
She feels misunderstood, made out to be superficial when that’s not who she is.
“Determining how assertive to be in any given situation; not feeling like conforming to the traditional female stereotypes while still being implicitly expected to do so.”
Palm Bay
MEETS THE SCRET GARDEN
SOLUTION
We want to meet her where she’s at.
Palm Bay will show up in moments where she feels connected, and her intellectuality is appreciated.
IDEA
The Secret Garden is an event installation and summer social media campaign connecting Palm Bay with outdoor activities. Tapping into the #plantparent trend, visitors invited to learn how to plant seeds, indoor, outdoor plans, tie a bouquet. At the end of the event, flowers are giving away.
On social Palm Bay sends influencers to explore secret gardens and shares more tips on how to create your own sanctuary at home.
MEASUREMENT
Social mentions #PalmBaysecretgarden
Track geo-targeting engagement during event time
Track brand lift post-event