1. The document proposes a marketing campaign for NyQuil and DayQuil aimed at millennials called "Donate a Sick Day". 2. The campaign would encourage millennials to donate unused paid sick days, which the brands' products allow, towards scholarships by sending $1 on Venmo. 3. Donations would be matched and funds would go towards empowering students in need through education opportunities. The campaign utilizes millennial focused tactics like social media and humor.

1. THE
LATE NIGHT,
COFFEE CHUGGING,
ENDLESS MEETINGS,
UBER MILLENNIAL,
HAPPY HOUR ANYONE?,
NO SICK DAYS
INTERN PROJECT
The Last Kids At Happy Hour

2. THE KIDS
KATIE MCELEARNEY
Art Director
KATHLEEN BELL
Account
MASON DOUGLASS
Copywriter
MEETBEN STOPS
Australian (Strategy)
COURTNEY COLE
Producer
SAM PORTER
Account
GLORY SETO
Developer
RAJ NAGARAJAN
Analytics

3. EVOLUTION
EXECUTION
SUCCESS

4. CURRENT NO
SICK DAYS
CAMPAIGN
Established that you dont need to
take a sick day because of the powerful,
fast-acting ingredients of DayQuil
and NyQuil.
CURRENT NO
SICK DAYS
CAMPAIGN
You are here: NyQuil and DayQuil’s fast
acting ingredients mean no sick days.
Evolve to: Bring this to millennials.

5. What can millennials do to share
those sick days with those in need?

6. 2010 2015
21 million
24k
35k
19.8 m
Student debt is the #1 reason college enrollment is dropping more and more,
leaving millennials no option but to miss out on this life shaping experience.

7. Kristen is 24 and recently graduated
from BU
She is currently paying down 34k
in student debt
Account Exec at Publicis NY
Volunteers around her community
Frequents her social media accounts
multiple times a day and uses these
qq
apps to connect with her network
py y
KRISTEN, 24
WHO IS IN THE POSITION TO HELP?
Her education afforded her the experience and confidence to be
where she is today

8. NyQuil & DayQuil

9. EVOLUTION
EXECUTION
SUCCESS

10. Devoted to bringing
awareness to the event
and the big idea.
The event itself. How the campaign
lives on beyond the
tease and amplify phase
for maximum effect.
ECHO
PHASED APPROACH OF CAMPAIGN
TEASE AMPLIFY

11. TEASE
Devoted to bringing awareness to the event and the big idea.
PHASED APPROACH OF CAMPAIGN

12. 51% of millennials think a sense of
humor is important for a brand to
possess.
Style of PSA is in millennial humor.
TEASE PSA FACEBOOK AND YOUTUBE VIDEO
LAUREN: Hi I’m Lauren Lapkus
Every day a millennial cries into their venti
vanilla iced coffee because they are living
with not so vanilla student debt. It’s an
epidemic more viral than the cat video
they’re watching home alone on a Friday
night because their average student debt
is rising faster that the retweets on a
rapper/pop singer twitter feud. Students
are dropping college like a mic and missing
out on life shaping experiences. So please,
say you’ll be the answer for a student in
need. Because of its powerful fast acting
ingredients, NyQuil and DayQuil has made
it possible for young professionals like
yourself to take No Sick Days, leaving you
with all this paid time off that you just
don’t need. So since you would never take
those days for personal reasons, why not
put them to better use and help change
someone’s life. By donating just one of
your unneeded sick days on Venmo, NyQuil
DayQuil will match those days’ wages to
create something greater: a scholarship. A
scholarship that will empower a student in
need get to where you are now. To find out
more about donating, go to the website
on your screen now. This is your chance to
say I feel you man…or lady…or whoever you
say you are these days…and I want to help
somebody not feel the suck fest that is
student debt.
SUPER: Lauren Lapkus
Comedian in the age and price range for
this PSA to young professionals.
CUT TO: Overly dramatic sad 90’s
millennials.
SUPER: www.donateasickday.com/vicks
SUPER: Donate a Sick Day.
SUPER: Sponsored by (Vicks logo) No Sick
Days
DOUBLE
MEANS
DOUBLE.
DONATE A SICK DAY
A PSA to Young Proffessionals
OPEN ON LAUREN LAPKUS IN A POORLY DECORATED OFFICE SPACE WHILE
SAD MUSIC PLAYS
NyQuil & DayQuil
NO SICK DAYS.

13. 73% of monthly users are
millennials.
Memes are a relatable
communication method.
SNAPCHATTEASE MEME INSPIRED INSTAGRAM POSTS

14. Watch a 30 second cut of
the original video to get
30 minutes of ad free
music
72% of weekly streams are
millennials
120 min average user time
TEASE SPONSORED SPOTIFY SESSION
Reinforces the idea
that NyQuil Dayquil
helps you not miss out.

15. TEASE LANDING PAGE
Gives donors the
opportunity to learn
exactly how to
donate.
Can be directed
straight to Venmo to
do so.
DONATE
What do you do with all the
unused sick days that DayQuil and
NyQuil helps you power through?
DONATE THEM TOWARDS A
SCHOLARSHIP.
NyQuil & DayQuil
DONATE
1
2
3
Send one cent to NyQuil Dayquil on venmo
with DONATE A SICK DAY in the notes.
NyQuil Dayquil will venmo your cent back
to you with a code for any NyQuil DayQuil
product to POWER THROUGH the sick day
you donated.
NyQuil Dayquil will match an average days
wage towards a SCHOLARSHIP for a
STUDENT IN NEED

16. MY FACE
WHEN I THINK
ABOUT MY
STUDENT LOANS
MY FACE
WHEN I THINK
ABOUT MY
STUDENT LOANS
NyQuil & DayQuil
MY FACE
WHEN I THINK
ABOUT MY
STUDENT LOANS
NyQuil & DayQuil
SNAPCHAT
The Geofilter would
allow users to turn
themselves into a
meme for their stories
or directly to friends.
61% users are millennials
20-30 visits a day
41% of millennial audience
TEASE MEME INSPIRED SNAPCHAT GEOFILTER

17. AMPLIFY
The event itself.
ACTIVATION FLOW OF CAMPAIGN

18. AMPLIFY VENMO DONATION EVENT
73% of users are millennials
Social stream connects you globally and to your friends
1
2
3
Send one cent to NyQuil
Dayquil on venmo
with DONATE A SICK DAY
in the notes.
NyQuil Dayquil will venmo
your cent back to you with a
code for any NyQuil DayQuil
product to POWER THROUGH
the sick day that you donated.
NyQuil Dayquil will give
an average days wage towards
a SCHOLARSHIP for a
STUDENT IN NEED

19. ECHO
How the campaign lives on beyond the tease and amplify phase
for maximum effect
ACTIVATION FLOW OF CAMPAIGN

20. An attached link in the Venmo
message from NyQuil DayQuil
will bring up a scannable
code to purchase any
NyQuil DayQuil product at
participating locations.
Promotes trial among millennials.
ECHO REDEMPTION CODE

21. NyQuil & DayQuil
Tweets from the
donors to the
scholarship recipient
adds a human
connection between
the donor and the
student they are
helping.
It also gets the
campaign trending
on twitter.
ECHO TWITTER
Emotional Touchpoint
of the campaign
Opportunity for 1:1 and 1:Many
engagement

22. ECHO EARNED MEDIA AND SHARABLE CONTENT
MY FACE
WHEN I THINK
ABOUT MY
STUDENT LOANS
NyQuil & DayQuil
Social currency is
the main driving
force for millennial
engagement and
sharability of the
big idea.
Earned media
expands reach
outside of the
millennial network.
Adds Accountability

23. EVOLUTION
EXECUTION
SUCCESS

24. Why does this work?

25. 1
2
3
DayQuil NyQuil’s brand purpose is engrained within the idea.
First in market to utilize Venmo.
Idea is engineered to be sharable and spread through word of
mouth which is the best way to reach millennials.
4
Boost brand equity by serving a higher cause.

26. Campaign
Goals
• Drive
top
of
mind
awareness
and
reach
among
Millennials
Business
Objec=ves
• Increase
in
market
share
• Increase
in
sales
Campaign
Objec=ves
• Surround
target
audience
through
contextual
and
behaviorally
relevant
campaign
messaging
and
communica=on
vehicles
to
drive
awareness
of
branded
campaign
messages
• Engage
target
audiences
with
key
campaign
message
of
“Donate
a
sick
day”
• Drive
trials
through
redemp=on
code
OVERVIEW AND OBJECTIVES

27. Campaign
Tac+cs
Online
Video
Spo+fy
ads
Influencer
Outreach
(Instagram)
Snapchat
(Sponsored
Filter
and
Ads)
Microsite
eCRM
Social
(All
PlaCorms)
• Drive
awareness/recall
of
campaign
message
of
‘Donate
a
sick
day’
Tease
Objec+ve(s)
• Engage
the
target
about
the
event
and
Vicks
brand
• Increase
intent
to
purchase
• Drive
trials
Amplify/Engage/Convert
Objec+ve(s)
• Create
engagement
and
conversa+on
around
the
event
and
the
Vicks
brand
via
owned
social
channels
Echo
Objec+ve(s)
TACTICS AND OBJECTIVES

28. ECHO
AMPLIFY/ENGAGE/CONVERT
TEASE
A"tudina
l
KPIs
Journey
• Campaign/Brand
Awareness
• Ad/Message
Recall
• PercepBon
• Intent
to
Purchase
• NPS
• PercepBon
Behavior
KPIs
• MenBons/Impressions
• Targeted
Reach/Frequency
by
PlaJorm
• VisitaBon
&
Engagement
by
PlaJorm
• Trials
• Inbound
traffic
• Share
of
conversaBon
Sources
• Nielsen
Brand
Effects
• Hearts&Science/Hawkeye/Catalyst/Social
PlaJorms
• Nielsen
Brand
Effects
• Google
AnalyBcs
• Social
PlaJorms/
Social
Listening
(Netbase)
• Nielsen
Brand
Effects
• Social
plaJorms/
Social
Listening
(Netbase)
Tac:cs
Influencer
Outreach
Online
Video
and
Spo:fy
Ads
Social
Channels
(Facebook/TwiGer/Snapchat/Instagram)
eCRM
-­‐
Trial
through
redemp:on
code
Snapchat
(Filter
and
Ads
that
run
between
stories)
MEASURING SUCCESS ACROSS THE PATH TO PURCHASE

29. DONATE A SICK DAY
COST BREAKDOWN
EXPENSE AMOUNT
"Donate a Sick Day" Scholarship $50,000
Comedian/Celebrity $27,500
Additional Actors (SAG Rates) $28,000
Casting $6,500
1 Shoot Day $50,000
Edit (In-House) $30,000
Stock Photography (5 Photos) $3,000
Stock Music $5,000
Total $200,000
COST BREAKDOWN
"Donate a Sick Day"
Scholarship
25%
Influencer
14%
Additional Actors
(SAG Rates)
14%
Casting
3%
1 Shoot Day
25%
Edit (In-House)
15%
5 Stock Photographs
1%
Stock Music
3%

30. NyQuil DayQuil shapes a better world.

31. CHEERS!

32. If you’re feeling sick....check your APPENDIX

33. RESEARCH SOURCES
Huff, S. (2016, June 27). Millennial Marketing | Marketing to Millennials. Retrieved July 01, 2016, from http://www.millennialmarketing.com/
Weinstein, M. (2015, July 23). A Trillion-Dollar Demographic: 10 Brands That Got Millennial Marketing Right. Retrieved July 01, 2016, from https://www.
searchenginejournal.com/trillion-dollar-demographic-10-brands-got-millennial-marketing-right/135969/
Spenner, P. (2015, April 14). Retrieved July 01, 2016, from http://www.forbes.com/sites/patrickspenner/2014/04/16/inside-the-millennial-mind-the-dos-donts-of-
marketing-to-this-powerful-generation-3/#649c06fe371b
McDowell, W. (2015, October 14). 5 Winning Strategies for Millennial Marketing. Retrieved July 01, 2016, from https://www.ducttapemarketing.com/blog/
millennial-marketing/
Levine, S. (2015, April 6). How to Talk to Millennials. Retrieved July 02, 2016, from http://www.bustle.com/articles/74443-how-to-talk-to-millennials-spreadsheet-
can-help-you-relate-to-people-of-all-generations
U.S. Student Loan Debt Statistics for 2016 | Student Loan Hero. (n.d.). Retrieved July 01, 2016, from https://studentloanhero.com/student-loan-debt-statistics-2016/
Denhart, C. (2014, August 7). How The $1.2 Trillion College Debt Crisis Is Crippling Students, Parents And The Economy. Retrieved July 03, 2016, from http://www.
forbes.com/sites/specialfeatures/2013/08/07/how-the-college-debt-is-crippling-students-parents-and-the-economy/#582e61e21a41
College Enrollment Declines for Second Year in a Row. (n.d.). Retrieved July 04, 2016, from http://www.census.gov/newsroom/press-releases/2014/cb14-177.html
School Enrollment. (n.d.). Retrieved July 04, 2016, from https://www.census.gov/hhes/school/
Martin, A., & Lehren, A. W. (2012). A Generation Hobbled by the Soaring Cost of College. Retrieved July 01, 2016, from http://www.nytimes.com/2012/05/13/
business/student-loans-weighing-down-a-generation-with-heavy-debt.html?pagewanted=all

34. NYQUIL & DAYQUL DONATE A SICK DAY
Task Duration End date
Project Kick-Off (Vicks briefs Publicis) 1d Tue 21/Jun
SNAPCHAT DEVELOPMENT 19d Mon 18/Jul
Filter Development 11d Thu 07/Jul
Final Filter due to Snapchat 1d Fri 08/Jul
Release Final Files to Snapchat 1d Mon 18/Jul
LANDING PAGE DEVELOPMENT 32d Thu 04 Aug
Creative Development 4d Tue 28 Jun
Client Review #1 .5d Thu 30 Jun
Client Review #2 .5d Tue 05 Jul
Legal Review 4d Tue 12 Jul
Asset Release 1d Fri 15 Jul
HTML Development 15d Fri 05 Aug
Launch 1d Thu 04 Aug
TEASE VIDEO DEVELOPMENT 29d Mon 01/Aug
Storyboard 1d Tue 05/Jul
Client Review #1 1d Tue 05/Jul
Client Review #2 1d Wed 13/Jul
Legal Review 4d Tue 19/Jul
Finalize Storyboards 1d Mon 01/Aug
SHOT LIST DEVELOPMENT 11d Tue 16/Aug
Develop Shot List and Scripts 2d Wed 03/Aug
Client Review #1 1d Thu 11/Aug
Client Review #2/Approval 1d Tue 16/Aug
TEASE VIDEO PRODUCTION 21d Wed 07/Sep
Shoot 1d Wed 17/Aug
Edits/Rough Cuts 5d Wed 24/Aug
Revisions/Final Cuts 5d Wed 31 Aug
Output Video 1 Thu 01 Sep
Go Live 1d Mon 12 Sep
TIMELINE

35. 51% of millennials think a sense of
humor is important for a brand to
possess.
Style of PSA is in millennial humor.
LAUREN: Hi I’m Lauren Lapkus
Every day a millennial cries into their venti
vanilla iced coffee because they are living
with not so vanilla student debt. Students
are dropping college like a mic and missing
out on life shaping experiences. So please,
say you’ll be the answer for a student in
need. Because of its powerful fast acting
ingredients, NyQuil and DayQuil has made
it possible for young professionals like
yourself to take No Sick Days, leaving you
with all this paid time off that you just
don’t need. So since you would never take
those days for personal reasons, why not
put them to better use and help change
someone’s life. By donating just one of
your unneeded sick days on Venmo, NyQuil
DayQuil will match those days’ wages to
create something greater: a scholarship.
To find out more about donating, go to the
website on your screen now. This is your
chance to say I feel you man…or lady…or
whoever you say you are these days…and
I want to help somebody not feel the suck
fest that is student debt.
SUPER: Lauren Lapkus
Comedian in the age and price range for
this PSA to young professionals.
CUT TO: Overly dramatic sad 90’s
millennials.
SUPER: www.donateasickday.com/vicks
SUPER: Donate a Sick Day.
SUPER: Sponsored by (Vicks logo) No Sick
Days
DOUBLE
MEANS
DOUBLE.
DONATE A SICK DAY
A PSA to Young Proffessionals
OPEN ON LAUREN LAPKUS IN A POORLY DECORATED OFFICE SPACE WHILE
SAD MUSIC PLAYS
NyQuil & DayQuil
NO SICK DAYS.
TEASE PSA SPOTIFY SHORT :30 SECOND CUT

36. ZESTY MEMES