Innovative Campaigns and Success: How to Become the Best — Presentation Detail — Celebration of Scholars

Instructions

Student presentations must have a faculty sponsor.

Abstracts must include a title and a description of the research, scholarship, or creative work. The description should be 150-225 words in length and constructed in a format or style appropriate for the presenter’s discipline.

The following points should be addressed within the selected format or style for the abstract:

A clear statement of the problem or question you pursued, or the scholarly goal or creative theme achieved in your work.
A brief comment about the significance or uniqueness of the work.
A clear description of the methods used to achieve the purpose or goals for the work.
A statement of the conclusions, results, outcomes, or recommendations, or if the work is still in progress, the results you expect to report at the event.

Presenter photographs should be head and shoulder shots comparable to passport photos.

Additional Information

More information is available at carthage.edu/celebration-scholars/. The following are members of the Research, Scholarship, and Creativity Committee who are eager to listen to ideas and answer questions:

Jun Wang
Kim Instenes
John Kirk
Nora Nickels
Andrew Pustina
James Ripley

Innovative Campaigns and Success: How to Become the Best

Name: Rachel Bergman
Major: Marketing
Hometown: Beloit
Faculty Sponsor:
Other Sponsors:
Type of research: Senior thesis

Abstract

As the world of business continues to move at a constantly accelerated pace, many organizations are looking for ways to edge ahead of the competition. For those seeking to identify which companies are going to yield the most success in the future, there is no greater indicator than in the realm of advertising. Currently, the industry is moving towards a digital direction bringing about new trends companies are adopting. Some include taking stands on societal issues and making the brand more personal and relatable. Companies within the beauty care industry have been trailblazers, creating innovative campaigns that have disrupted the industry and begun conversations. The four focused upon in this research are Dove Men and Care, L’Oreal, Libresse, and Diesel Fashion. Through in-depth creative analysis, it can be determined that to be successful agencies need to drive value, take stands on underlying societal issues, and humanize the brand to relate to the customer and gain a competitive edge. By comparing the campaigns, it can be inferred what skills and techniques make a campaign successful and the ability to predict which agency will come out on top in the future.

Poster file