"Stay Unstoppable"
Millennials are likely to push through a cold without medication because they believe it'll be over in the morning; however, we looked into the science & cycle of the cold/flu virus and divided it into four clear stages, distinguished by emojis, in order to show consumers what products can help at every stage. This emoji-system and our hashtag #StayUnstoppable is the unifying factor throughout our campaign.
the cold kit
To promote this emoji-system, we created Vicks Cold Kits, which contains travel and sample sizes of products in the Vicks family that can keep you going through any stage of your cold. To promote the kits, we will be gifting them to Youtube influencers to be shown on their channels as well as invite them to our event at Vidcon, The Battle of the Cold!
The Battle of the Cold
Millennials trust the word of their favorite Youtube stars, so we will use them to promote our brand. At Vidcon, an annual convention that brings together Youtube stars & their fans, our obstacle course, The Battle of the Cold, will be the main event. Mimicking the symptoms of the four stages of a cold, the course will provide us tons of shareable content that will be edited into an eventual pre-roll spot.
MICROSITE
For those who cannot attend Vidcon, our Microsite will live-stream the event so everyone can see their favorite stars falling into a pool of slime and being hit with germ balls.
SOCIAL MEDIA
Throughout this entire process, we will be urging people to share their #Unstoppable moments as well as draw attention to our social media pages, microsite, and event.
