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Was given Dropbox as a client in class to sell their Dropbox Plus service in a new and unique way. We were tasked with targeting a specific audience and highlighting the selling features of the service. Through research, creative thinking and a big idea, this campaign will use a combination of humor, professionalism and strong statements to advertise Dropbox Plus. This campaign will not allow Dropbox Plus to get lost in the advertising clutter, it will make them stand out.
This is how it went
1. I dove into research to find an audience worthy of targeting
"Gen X has been in the workforce long enough to feel confident in industry knowledge and see themselves as mentors or educators" (Fisher, 2014).
2. I wanted to find a brand problem to solve
"Users of Dropbox are noticing their clients move away from cloud services that do not match up with their employer, but are unaware that Dropbox Plus can share files regardless of services used" (Brew, 2017).
3. I complied everything I found into a single objective that the campaign would focus on
Convince males that are working up to the height of their career to educate clients on Dropbox Plus sharing capabilities to anyone with or without cloud service.
We got started
I found our target audience
This campaign is targeting males that are working to the top of their career and view themselves as innovative problem solvers with a desire to mentor and educate. They are at the stage of qualifying for senior management positions and will be the next ones in after their baby boomer bosses transition out. They are looking to move up in their careers or get out and they're not
afraid of technology and using it to
their advantage.
Campaign Big Idea:
Rise to the top where communication is shared
This campaign will speak to our audience in a humorous and professional way by using strong statements and clearly identifying the features of Dropbox Plus. The campaign will use clean and simple visuals to give a qualified look and attract our audience.
How it all came together
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