TALKING DOG
TALKING DOG
ALABAMA POWER
As a member of Talking Dog, UGA’s student run advertising agency, my team and I consulted with Luckie & Co agency in regards to recommendations for their clients. Our first client was Alabama Power, and our goal was to make the company more personable, and emphasize that they are “more than a power company.” Through our recommendations, we hoped to increase customer satisfaction and create a better relationship between Alabama Power and their consumers. To achieve this, my team and I created the “Find Your Power” campaign that would be advertised through the company’s social media.
Through the use of Crimson Hexagon, my team was able to gather insights from social media responses regarding Alabama Power. We noted that environment and energy efficiency were the two most important topics to consumers. Our campaign recommended emphasis on these topics by using an environmentally conscious approach on social media. We recommended using events and contests to reinforce Alabama Power’s commitment to the environment.
Additionally, we noted that conversations were negative during crises, and we recommended that Alabama Power needs to inform customers and be ahead of their complaints.
As a solution to our insights gained through research, we created the “Find Your Power Campaign.” This campaign on Instagram aimed to encourage customers to describe what empowers them. To enter, customers would use the hashtags #PowerCouple or #PowerPose while tagging Alabama Power’s account. Alabama Power would then repost a chosen selection of customer’s pictures once a week. Quarterly, Alabama Power would then select one of the entries for a prize, which could range from tangible items or deductions off their monthly power bill.
Another part of our recommendations was a Conservation Sweepstakes. This would take place again on Instagram, and the customer who saved the most energy in the past calendar year wins an Alabama power product or $25 off their power bill. Similarly to the the other hashtag entries for the campaign, customers enter to win by tagging Alabama Power’s account and using the hashtag #ConservationCompetition. The winner would be announced on Earth Day.
Creative guidelines for the posts would be to choose crisp, clear photos, and use a consistent filter to tone the photos for a cohesive appearance on Alabama Power’s Instagram page.
For the start of the “Find Your Power” Campaign, my team created a video that records peoples’ responses to “What empowers you?” The video was shot by several different people on their phones to mimic a “vlog” style. This way, it will be more relatable to users (and ultimately consumers) on social media. This will help Alabama Power’s goal of building customer affinity and personal relations toward the brand.
DRAKE’S CAKES
For spring semester 2019, my Talking Dog team and I were tasked with creating a campaign that redefined the millennial market for Drake’s Cakes. This was an SEC Marketing Competition, and at the end of the semester we traveled to Chattanooga, Tennessee to present our campaign to executives at Drake’s Cakes and their parent company, McKee Foods. My team and I were fortunate enough to win the competition.
Click the logo on the right to view the presentation in its entirety.
