This semester-long project entailed collaborating with a real-world client, Absolut Vodka, to develop a comprehensive media planning aimed at increasing brand awareness among a younger audience. We conducted in-depth secondary research on the white spirits market using data analytics platforms such as GWI and Mintel. Subsequently, primary research was undertaken through interviews with the target demographic to gain insights into their views and preferences, complemented by offline observations in alcohol-related venues such as bars and retail stores.
Following a thorough research phase, we analyzed the relationship between various media platforms and our target audience, ultimately selecting three platforms that demonstrated the highest moments of receptivity. Utilizing Commspoint, we strategically allocated the budget across these chosen paid media platforms. We then crafted three distinct creative briefs, outlining how to effectively engage our target audience on each platform.
The culmination of our research and strategic decisions was presented to the client at the semester's end in a professional report, detailing our findings, strategies, and the rationale behind our media selections.