Oatside Industry Project

In collaboration with Republic Polytechnic, this industry Project was done based on the company Oatside, where the objective of this campaign was to help Oatside achieve a increase in their sales of their Ice Cream products by 30% due to the low amount of sales they were facing.

We first had to conduct research, learning more about our competitors like Oatly, Kind Kones, Ben & Jerry's etc, where the pricing of these products were in similar range. Conducting a SWOT analysis on Oatside also helped give us better understanding of what Oatside could leverage on, or what their weaknesses were so we could turn it into an opportunity, such as Gen Z's being more health conscious and having limited flavours with no brand ambassador. Our team conducted a target audience analysis as well to better understand our target audience, knowing which social media tools they likely use and how they are more adventurous and willing to try new things.

We also had conducted a survey to better understand what would entice people to come on down to the event, which were free samples, discounts and photobooths. Additionally, we also gathered findings that people generally had a stigma that plant based ice cream flavours were not to most people's liking.

As the Project Manager for my team, I managed the creative ideation, brainstorming, launch and evaluation of the campaign. With the use of multiple communication tools, elements and platforms, we decided on a pop up event, where there would be a photobooth present, alongside product samples and discounts. This will be promoted through digital marketing with the use of social media platforms to get people to come down to the event.

For evaluating the campaign, it was measuring the number of sales made during the event and gathering feedback from the audience to see if they would continue to purchase Oatside Ice Cream.

Key Takeaways

From this project, I learnt the importance of project management. From planning, task delegation and being there to support my team and communicating with our supervisor when we needed assistance, to finish and complete everything before the deadline.