HUMAN NATURE explorer and experiential design strategist
ADVERTISING CAMPAIGN
OBJECTIVE:
Develop a comprehensive advertising campaign and media plan that establishes PeoplesRX as a top wellness brand in Austin. This campaign aims to attract new customers and boost store visits by positioning the brand as an essential part of daily wellness routines.
Research Strategy
Media Planner
​
PROBLEM:
Austin is transforming, and with it comes a new wellness landscape and a new type of customer. To achieve our objective, PeoplesRX must modernize its approach without losing its core identity. We need innovative communication strategies that resonate with both longstanding and new customers, maintaining authenticity while embracing change.
SOLUTION:
We initiated our strategy with primary research to capture authentic wellness perspectives from Austin's residents. This revealed an unexpected truth about the importance of human connection in wellness. Further secondary research into market trends and cultural tensions highlighted a significant issue: in an era dominated by online interactions, wellness often overlooks the personal touch. This insight led us to a crucial understanding—true wellness is deeply human.
BIG IDEA:
"Let's Get Personal" – This campaign will leverage PeoplesRX’s strength in in-store experiences with a team of personalized wellness experts ready to assist each customer. By emphasizing the value of human interactions in achieving health goals, we aim to rehumanize wellness and demonstrate that genuine understanding and support can only come from real people.
