CAMPAIGN PLAN
TAYLORS OF HARROGATE TEA
BRAND
Taylors of Harrogate
TYPE
Coursework
DATE
2024
MODULE
Campaign Planning
This project placed me in the shoes of an advertising agency, where I took on the role of Strategy Director to develop a compelling campaign pitch aimed at winning a new client account. I led in-depth market research, audience analysis, and insight generation to guide the campaign’s direction. From defining the creative message to outlining strategic tactics, I ensured our approach was both data-driven and creatively impactful – all shaped through close collaboration with the team.
THE BRIEF
Working as part of an advertising agency account team, the task is to pitch for the client’s business. We should produce and present a complete 30min pitch for the campaign plan proposal.
THE CHALLENGE
To increase Taylors of Harrogate brand awareness in a newly selected market of choice.
OBJECTIVES
- Expand into the Swedish market by December 2025 through a localised marketing campaign.
- Increase brand awareness in Sweden by 20% by December 2025.
INSIGHT
Swedish consumers value meaningful and guilt-free connections.
(Crafted based on consumer research)
key findings
Swedish consumers prioritise sustainability, with 86% considering it crucial in purchasing decisions. They value premium products with strong ethical foundations and appreciates brands that contribute positively to future generations.
target audience
The primary target audience consists of full-time working Swedish consumers aged 40-55 who value balance, health, and sustainability. They are eco-conscious and active on social media platforms like Facebook and Instagram.
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opportunity
As for opportunities, Swedes cherish Fika, a ritual connection often enjoyed with hot beverages. Fika is more than a coffee break; it reflects Swedish values of balance in life.
