The National Student Advertising Competition gives students across the country the opportunity to build an advertising campaign for a client. This years client was Procter & Gamble brand, Tide. Tide’s existing “Turn to Cold” campaign was not resonating with consumers, so we were tasked with finding the insight that was slipping through their fingers. The overall campaign objective was to convert 75% of all laundry loads to cold by 2030.Below you will find our final plans book outlining our communication strategy and creative direction.I served as an Account Planner for this campaign with my main focus being consumer and market research, crafting personas and providing the backbone for our creative executions.