this is cotton
marketing plan // research + brand development
concept —
As the client for the 2020 American Marketing Association’s case competition, Cotton Incorporated tasked our team to build a marketing plan targeted at 13-18 year olds.
With goals of increasing the number of teens that care what their clothes are made of, and understand what cotton is, we created an education campaign: This is Cotton. It is an interactive push to teach teens that cotton is a sustainable, comfortable, and versatile fiber.
research —
Our research team was made up of ten people: eight marketing students, one creative writing student, and myself as the sole designer. We began with searching articles and textbooks, conducting four focus groups, and sending out two national surveys—reaching almost 600 people.
Results of the research all pointed toward one thing: members of Gen Z have no idea what cotton is or what it is used for, confirming the need for an education campaign.
The market share of global fiber production in 2017, showing polyester as the main competitor to cottonf
Benchmark means, measuring the results of the survey questions on a 1-7 scale
“Jeans are cotton?!”
A quote from a focus group participant, demonstrating the need for education about cotton and its uses.
social media —
To engage Gen Z, social media is key. Creating custom filters for Snapchat and Instagram can target specific locations and change with the seasons.
In these examples, Snapchat filters push cotton flannels for Fall, while Instagram filters share cotton facts with people at ballparks on Major League Baseball’s Opening Day. Instagram posts reinforce existing brand partnerships, as with American Eagle.
consistent brand —
As part of the education campaign, we introduced a new tagline, natural color palette, and modern typefaces. Previously, Cotton Incorporated did not have any existing brand guidelines.