This Brand Communications course introduced me to the power of communicating a brand's values in a way that resonates with target consumers. It emphasized collaboration and critical thinking in how we collected research and interpreted insights to guide a brand's communications strategy. 

My group conducted research on Planet Oat using focus groups, surveys, and industry trend reports to understand Gen Z consumers' thoughts on oat milk. We found buying milk is primarily an unconscious process for Gen Z. They feel overwhelmed about their milk choices and are often misinformed. Yet they remain curious as Gen Z views purchases are an extension of their identity. These actional insights informed our creative brief, the backbone of our brand initiative. Planet Oat calms the chaos with a versatile, creamy milk everyone can enjoy. Bringing our insights and findings to life, we built a communication plan for our target campaign. Gen Z is sensible when forming opinions, open to change, and desires to keep things simple. Many hold preconceived notions about what oat milk tastes like (bad, watery) or who drinks it (vegans, hippies). So, with ads on streaming platforms, in-feed Instagram posts, campus food truck tours, and PR packages sent to Tik Tok influencers, our campaign gets Planet Oat in front of our target consumers and educates them about the product so they can feel confident making the switch.