Editorial Media Buy

For this individual project in my Media Planning & Buying Course during my Junior year, we were given the assignment of choosing any product that would make consumers want to change something during the New Year and choose placements for editorial advertisements of said product. We could choose six publications and suggest the top two with rationale as to why. This campaign was to run from February – May 2024, and included a detailed written report, short presentation, rough ad concept, and a budget breakdown spreadsheet. We also had no limitations on our budget, allowing us flexibility for spending.

Project Strategies/Solutions:
I used Brand Catalyst, Canva, Microsoft Office, and SRDS for this assignment. Essie was my chosen brand, and their Hard to Resist Nail Strengthener Treatment was my product. My campaign theme was “New Year, Strong Nails.,” and geared towards women ages 18-30, looking for a slight change in the new year. The magazines I chose reflect the essie consumer profile in Brand Catalyst, as well as my objectives for the assignment, seen below. The total cost of my media buy was around $3.4 million, gaining 22 million impressions. Below is the presentation, and you can read my full report with the link above!