Role: Team Scribbler and Photohgrapher (August 2023 - May 2024)
SCRATCH PAD.
Scratch pad. is a fully student-ran marketing agency founded at James Madison University. The club consists of several business and media arts students that work together on a year round marketing campaign to take to competition. During my short-time with Scratch pad., we were tasked to develop a marketing campaign for Tide that increased brand love, equity, and cold-water wash loads among 18-35 year olds while reinforcing Tide's commitment to sustainability. I aided as a "Team Scribbler" who, along with many others, collaborated together to research, ideate, and design campaign deliverables and copy. Alongside working as a scribbler, I was also hired as a photographer. My main job was to document meetings, coordinate headshots, and aid in any photographical needs for our campaign. Below you can find our plans book as well as some deliverables I helped create for our presentation.
OVERVIEW
The case we were given that year was Tide, who's unique problem was to help increase usage of cold-water washes with their audience. They noticed a misconception with laundry practices that suggested hot water was necessary for cleaner clothes. Our job was to break the stigma around laundry practices and promote more sustainable alternatives through cold-water washing.
Our team crafted our marketing strategy around the slogan, "Dial it Down". The campaign focused on utilizing omnichannel ads, influencer partnerships, and real-life activations like QR codes and laundromat chill zones, focusing on changing perceptions about cold-water washing.
Through our efforts, we managed to create a incredibly detailed plans book that utilized creative solutions to strengthened brand awareness, and encourage sustainable laundry practices. Our presentation won our school 3rd place in our district and 9th across the country.
for Tide Laundry Detergent (2024)