Give an example of the context & challenge for a campaign you admire and describe what you like about the work it led to?

FESCH.TV INFORMIERT:

TRANSCRIPT:

Veronica Parker-Hahn:

I’ve touched so many campaigns in my time at Effie, but I think one that is a smaller initiative but really stood out to me, and not even because of what’s happening with the times is the campaign called back … I think it’s called Back to Africa. And it was a startup focused on tourism, which given these days, it may not be as relevant, but I think moving forward it is. But at the time, they were talking to an audience of African-Americans who had never really traveled to Africa and had maybe some reluctancy to go.

But more importantly, what they understood when looking at the context of the travel space is that African-Americans and black people weren’t represented in travel imagery, so they weren’t represented as the aspiration. So they had a goal of increasing tourism to parts of Africa, but also a goal of increasing representation to make a connection with their target audience. And by really honing in on what’s happening in the travel space, it gave them an opportunity to stand out in the category and make a tight connection with their target audience.

So for me, that was a really clear objective that really set them up to understand what does measurement and success actually look and how do we connect with that audience?

Part 4