To streamline a global gum brand's disparate communications I developed a worldwide media strategy rooted in consumer insights: Brand X provides everyday little lifts.
By applying media effectiveness principles I created a single global framework that each market would be able to interpret and activate according to their specific local situation.
The framework ensured that a large portion of effort went toward mass awareness driving channels such as TV, banner, and social ads to drive immediate purchase, but also an engagement framework to create custom, low cost content with amplifying channels to ensure it was seen by all young people. Within this, each market could adapt these principles to the media and audience dynamics within their country.
This freedom-within-a-framework ensured that every market’s work could be held to a consistently high standard with a one page framework covering over 100 markets with wide variation. Yet, each market had the ability to create a plan appropriate for its local business needs and cultural landscape.
