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Client: Johnson & Johnson - A baby cosmetics and skin care company (SPEC)
Audience: New parents with children between the ages of 0-2
Tone: Friendly, sincere, knowledgeable, helpful
Challenge: Driving sales to a new conditioner with J&J’s patented “no tears” formula.
Solution: As a new parent, bath time with their little ones are precious moments. So I approached it in a way that is knowledgeable and informational to drive purchases. I took the approach of trying to “teach” new parents of a typical conditioner and the harmful ingredients that can go into them. Something they may not have otherwise considered. I did this as a way of building authority and trust in this space.
As a new parent, it’s impossible to know every single thing that you must do with your baby to protect them. Instead of a hard sell and why they need it, I took the approach of saying, “Hey, the typical conditioner can affect your baby in these ways (tangles and knots). With our conditioner, we remove the harmful ingredients and give your baby only what they need.” boosting trust towards J&J.
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Client: A-1 Super Synthetic Performance Motor Oil (SPEC)
Audience: Men who own expensive performance cars. Who are between the ages of 35-50. These people are very serious about their cars and spend a lot of time caring for them.
Tone: Exciting, Urgent, Promotional, Serious
Challenge: Increasing sales for a new performance oil designed for classic and sports cars.
Solution: I positioned the company as one the audience can relate to, boosting trust and likability. My goal was to come across as a friend to this audience so they can feel confident in the performance of the product and purchase it. This type of audience is extremely connected to their cars and treats them as so. My goal was to come across as one they understand and can relate to, so they know that A-1 operates in a similar fashion to this audience and how they take care of their performance cars.
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