Project: How can See’s Candies use media to be millennial friendly?

During my internship at The Integer Group, I was tasked with answering the question, “How can See’s Candies use media to be millennial friendly?”

Using consumer data insights of See’s Candies and successful confectionery competitors, I designed a detailed media plan to gain millennial traction. I used comScore to target the millennial consumer lifestyle and spending habits. I presented the idea of paid partnerships through influencers, content, amplification and social. I explained benefits from partnerships such as custom content, high-impact panoramic units and custom Instagram stories and provided the visual, accurate inspiration and financial investment for each plan. I presented the final project to the current CEO of See’s Candies and received feedback from a real customer.