The purpose of this campaign was to appeal to an audience who would resonate with the Welcome Professionals campaign. Tiffany understood that the target audience would be young professionals, and therefore needed to create professional videos that were displayed as fun and relatable.

She accomplished this by getting personal and inviting the audience to connect with her by sharing her personal career journey and taking them along a day in her life. Being vulnerable and opening up about her own story allowed the viewer to not only connect with her personally, but to the campaign in an authentic manner.