Objective:
Target freelance gig workers (photographers) and have them go to a physical place to purchase Wild deodorant.
Research Insights
Target is a trusted staple for millennials. Millennials have the highest percentage of freelance workers. This age group tends to be more environmentally conscious. They are willing to spend extra for a sustainable product but only to a certain extent. Wild is more affordable than its competitors. There is interest in using natural deodorant but users are initially skeptical. Reviews posted on blogs are mainly positive and confirm the deodorant is effective.
Creative Strategy
We used questions as headlines. These questions can be interpreted as the ad asking the audience about deodorant in relation to impact on the earth. They can also be interpreted as asking if the photographers need a change of scenery in order to get inspired in their work. Our approach connects the brand and audience by inspiring photographers to change their lifestyle to be more sustainable by using Wild and connecting with nature.
Credits:
Abby Shaw: Art Director Aislinn McCann: Research Jennifer Roth: Copywriter
Designs made in Adobe Illustrator and Photoshop
Images made with Google Gemini