Creative Intelligence is MI&C’s bespoke agency approach to digital branding and marketing. Their process considers the brand, target consumer, category and digital culture through Data & Insights, Strategy & Creative Concept Development, Content Creation and Informed Distribution Strategies.
To develop Bed Bath & Beyond’s campaign targeting new college students, MI&C started by utilizing their bespoke process of gathering Creative Intelligence, helping the brand to hone in on and understand their audience’s purchasing behavior.
What resulted was a campaign titled #CollegeProblems Solved - a humor, hacks, and DIY-focused campaign focused on the common problems their customer encounters in dorm and college life, and the BB&B’s products needed to fix them. Using comedy and exclusive content created by popular YouTube influencers and directed towards Millennials, the team created audience connections and conversations across all social platforms, as well as introduced and secured the brand as an expert authority and one-stop-shop for all college dorm wants and needs.