DIGITAS
ROLE
Creative Strategy Intern
DATE
June 2019 - August 2019
CLIENT
Cottonelle
TEAM
Rachel Cantor (Creative Strategy), Caroline Miesch (Media Technology), Anoushka Patel (Data & Analysis), Danny Carlon (Creative), Emilly Wuetcher (Programmatic), Claire Brauer (Project Management)
MEDIA
Cottonelle Deck
PROJECT ONE:
CHALLENGE
Inspire customers to use Cottonnelle dry and flushable wipes as a regimen
CAMPAIGN
Potty Train Parents
THE STRATEGY
We know people are wiping their butts wrong. We know that there is this one point life where we teach people to wipe their butts. That’s where you raise your kids and potty train them. And we think this is the optimal opportunity to introduce people to this new regimen that is more hygienic and leaves them more refreshed, clean and confident.
We’ll take parents who are in the process of potty training their kids and teach them the proper way to potty train (with dry TP and flushable). In the process, they’ll internalize the regimen as something they should do for themselves.
EXECUTION
We targeted millennial parents with kids under the age of 6 with mommy influencers, paid social, OTT and video pre-roll, native content and Amazon and in-store promotions.
AWARDS
Selected as the winning team of the Digitas 2019 intern pitch competition.
PROJECT TWO:
CHALLENGE
Find new opportunities for KitchenAid in 2020
EXECUTION
Over the course of the summer, Rachel researched potential opportunities for the KitchenAid brand in 2020. She completed extensive research into consumer trends. Rachel presented her findings to the internal Creative Strategy KitchenAid team. The team was impressed by Rachel’s findings and used the deck for 2020 brand planning.
ABOUT THE INTERNSHIP
Rachel worked across various client teams at Digitas as a Creative Strategy intern. She identified and presented key opportunities for brands such as KitchenAid, informing 2020 brand strategies. She wrote her own tactical and creative briefs and organized and presented a quarterly competitive review directly to the client.
Throughout the summer Rachel and her team worked on the Digitas 2019 intern project for Cottonelle. As the Creative Strategist on the team, she led the team’s research process. She dove deep into consumer data and interviews to develop the strategic foundation for Cottonelle. Her team pitched their creative marketing campaign directly to the Cottonelle client, and her team won the entire pitch competition.