A well-known hair care brand with products sold in drugstores needs help from the Tongal community to help them create a new marketing campaign that appeals to Millennial women. Consumers who’ve tried our Mystery Sponsor’s hair care solutions love them because they deliver reliably great results without breaking the bank.
The challenge is that, over time, our Mystery Sponsor has slipped off the radar of consumers, particularly millennial women. People assume that the brand simply isn’t for them or that it’s too inexpensive to actually be good.
Which is why we need your Marketing Ideas, Tongalers! We’re looking for bold and fun advertising executions that spring from the following Campaign Idea:
Use the Campaign Idea above as the basis for your Marketing Ideas in 250 characters or less. Check out the objectives below for more details.
What is a Marketing Idea?
Marketing Ideas are concepts for executing and extending a brand’s Campaign Idea in various media. They could be everything from creating a catchy, viral video about train safety to staging a massive stunt extravaganza. Your Marketing Ideas should fall into one of three categories:
The goal of this project is to generate Marketing Ideas that capture the attention of millennial women and compels them to give our Mystery Sponsor’s hair care products a second look.
Note: We’re running this project in tandem with the Hair Care Manifesto project based on the same tagline. While the Manifesto project is looking for an overarching campaign declaration, this project is seeking specific and executable Marketing Ideas.
--Key Marketing Messages: Think Again. Our Mystery Sponsor has been underestimated but their products deliver results that are just as good (if not better) than more expensive brands.
--Target Audience: Millennial women.
--Tone: Bold, authentic, modern.
This Project will be worth a total of $1,500 and consists of a Marketing Idea Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: MARKETING IDEA – Tell us your Marketing Idea for our Mystery Sponsor’s hair care product in 250 characters or less. Marketing Idea winners will receive $250 each.
1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
6. Limit 5 submissions per member, per Phase.
7. You must be at least thirteen (13) years or older to enter.
8. In the event that fewer than 100 Marketing Ideas are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.
9. Winners must complete the standard Tongal W-9, Winner Affidavit, and IP Assignment.
10. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.