Gold Effie Case Study: Pagoda's "Put the Egg Rolls in!" - Eden Swanson, Carmichael Lynch for Schwan's Consumer Brands

Eden Swanson is Group Planning Director at Carmichael Lynch in Minneapolis. Her team picked up a Gold Effie in 2021 as well as a bronze in the Connection Strategy category of the 2022 Jay Chiat Awards.

At its simple, communications planning (or, "connection planning"), seeks to reach its audience where they spend time and in ways that work for the channels in which they spend time as well as for the brand. However, where comms planning really comes to life is when the campaign idea and how the brand turn up rub off on each other, channeling the same theme. For instance, if a brand wants to talk about intimacy, it might choose places that desperately need it or that have a lot of it. This can make the campaign more effective.

In this episode, Eden takes us through the handful of key decisions that led to this effective campaign. The decisions each pushed back on the original brief. They challenged the original audience focus, the message, and the channels the client expected to use.

You can find Eden here: https://www.linkedin.com/in/edenswanson/

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