For this campaign, we were targeting dads, more specifically dads who are consistently striving to be perfect for their family. Our main idea for this campaign was “Dogwood makes good dads even better,” honing in on the idea that the coffee and experience will be able to give him the energy and motivation to be that amazing dad.
*full slide deck linked above
Dogwood mobile app: The app is not only a way of ordering and collecting points, but also shows the milligrams of caffeine in whatever drink is ordered, followed by a representation of how much energy will be gained from drinking it. There is also an opportunity for dads to post the things they accomplished after drinking the coffee, which is in turn posted to the Facebook group "Dads of Dogwood."
Facebook group "Dads of Dogwood": This group is a means for helping local dads connect with each other. The connection to the app allows for accessibility, where dads are encouraged to post motivational content about their small daily accomplishments that they achieved from keeping caffeinated.
Social ad: This ad capitalizes on what the target audience is striving for. While there is not a lot of background context, there is a big statement that draws people in. The main idea is that Dogwood makes good dads, with this ad claiming that "The Best Dad Ever" is who he is because of Dogwood Coffee.
Print/social media ad: There is flexibility with placement of this advertisement, being adaptable to both print and media forms. With this ad, the goal is to emphasize that Dogwood coffee will make a dad better, and therefore, the kids will enjoy them more.