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For our account planning class at UNC, we had to create a pitch to convince the CMO of a major company to spend 50% of their marketing budget on content creation, social good, or social media. We chose Budweiser as our brand and we chose content creation as our poison.
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THIS IS YOU.
“In order to get the most out of the fertility of the cultural mindset, the business leaders need to constantly challenge the entire organization to think BIG”
“Today’s consumer is in constant motion, so you have to move quickly to keep up and think beyond just product innovation if you want to capture their attention”
QUESTIONS YOU ASK YOURSELF
“How will you connect with consumers’ needs to be part of the innovation cycle from day one?”
?
“How will the consumer get to know your product?” ?
“How will they have the perfect product experience?”?
People don’t want to just drink beer anymore.
“Anything is Possible” Pushing the boundaries, like climbing the Sierra Nevada mountains
“It all started with beer love and a bike trip. The rest was history.”
People want the beer experience.
Budweiser is telling an old story .
Budweiser has clear objectives.
Budweiser wants to be for everyone.
Budweiser wants to be for everyone.
Budweiser wants to be America’s beer.
Budweiser wants to be patriotic.
Budweiser wants to be America’s beer.
Budweiser wants to be for everyone.
AMERICA HAS CHANGED
HOW DO WE TELL AMERICA’S STORY?
of our marketing share on content creation. 50%
TRICKY
Aligning deodorant with anti-bullying.
Aligning deodorant with anti-bullying. to generate content
DIVERSE
Align Budweiser with content that is relevant to our objectives.
America is not a single story.
America is not a single story.
Neither are the people that make-up America.
Neither are we, as a brand.
Neither are the people that make-up America.
America is not a single story.
Dispel the single story.
All of these stories make me who I am. But to insist on only these negative stories is to flatten my experience and to overlook the many other stories that formed me. !
The single story creates stereotypes, and the problem with stereotypes is not that they are untrue, but that they are incomplete.
They make one story become the only story.Chimamanda Ngozi Adichie
http://creativity-online.com/work/cocacola-the-rainbow-nation/34896
ENGAGE PEOPLEin a national DISCUSSION
“We no longer look at media planning, we look at connection planning.” -Jorn Socquet, Budweiser CMO
