CONTEXT
At the University of Illinois Urbana-Champaign, I took a class my senior year (Fall 2020) called "The Sandage Project." It is a Capstone course, designed to allow students to work with a real client with real goals.
Students work in groups, each taking a role, creating a mock full-service agency. In my agency, "HeadStart," I was both the Creative Director and Copywriter. I was responsible for the overall BIG IDEA and came up with our entire creative concept. From there, the rest of our campaign came together.
In my class, there was a total of 12 agencies and each campaign was pitched to our client. BUT, here's the kicker: the client chooses their favorite campaign and then implements their creative ideas and strategies and...
OUR TEAM WON.
I got to see my creative ideas come to life.
CLIENT
Several students and I were tasked with rebranding The Tick App, an app designed to raise awareness surrounding the danger of ticks and lyme disease. The Tick App along with their web platform allows users to report ticks, keep a daily log, and ask questions while assisting scientists with their own research.
GOALS
Primary: increase site traffic by 25%,
Secondary: increase The Tick App downloads by 20% and increase social media engagement by 20%.
AUDIENCE
Primary: 20-30 year old female pet care specialists
Secondary: 20-30 year old male Eagle Scouts and 35-45 year old male hunters in upper-midscale income level
INSIGHT
Most people know what ticks are, but are not aware of how harmful they can be.
SOLUTION
The Tick App has the resources to help educate those about ticks and prevent the spread of tick-borne illnesses.
CREATIVE
Do you tick the boxes?
We want to urge our audience to get educated before heading outdoors and demonstrate that all of the useful information they need is right at their fingertips. Through this campaign, we will present an organized checklist, encouraging audiences to double check that they are prepared. From the checklist, we will urge the public to then download the app or direct them to the website so that they can educate themselves when necessary.
EXECUTION
ACTIVATION
These are screenshots directly from The Tick App's Facebook page. As the client's chosen agency, our content was used on all of their social media channels and acted as a guideline for the rebranding of both their website and the app itself.
Learn more about The Tick App on their website.
Click here to see our presentation.
