COPYWRITER
The War Amps
Trailer
Instagram Carousel Posts
TikTok
Campaign Process
Client
The War Amps (Student Project)
The Big Idea
The Forgotten Keys
The Team
Nikeita MacMaster-McKillop, Samantha Amaral, Frances Bruce, and Caitlin Mahut
Year
2022
Disclaimer
All photos, brands and advertising campaigns are being used strictly for student work, and non-commercial purposes only, and have no affiliation to the featured companies.
The Problem
The problem The War Amps needed to address was that younger generations are not aware of their Key Tag Service. The goal of this campaign was to raise awareness by motivating the target to share, repost, and tell their friends about The Key Tag Service with the aim that they may become future donors.
Key Insights
The target audience consisted of Gen Z and Millennials. Key insights pulled from secondary research showed that they are the most socially-focused, passionate generations who value authentic brands. They prefer spending money on experiences vs material items, and they are heavy social media users of Instagram, Facebook, TikTok and Twitter. The target loves the trend of Modern Nostalgia, which drove the art direction of this campaign. Most importantly, they love volunteering and feel it is their duty to change the world.
