The Challenge:
Create a local integrated marketing campaign for Boxed, an online wholesaler known as "Costco for Millennials." From a given list of local markets, my team and I were tasked to use digital, non-digital, word of mouth, and guerilla marketing tactics to acquire new customers for Boxed.
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Target Audience:
Affluent moms living in suburban areas.
Key Insights:
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Lifestyle insight: Moms are understandably busy, so they look to quality family time for peace of mind.
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Shopping insight: Moms usually buy in bulk to prepare for events/activities and cater to family needs.
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Strategy:
Position Boxed as an inspiration hub for proactive planning and shopping to encourage moms to buy in bulk more often. Boxed provides them peace of mind to focus on the things that matter most: their family.
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Results:
Our integrated campaign is projected to gain over 23.9M impressions, earn Boxed $965K in revenue, and achieve a 3:86:1 ROAS. Our work is compiled in a 31-page proposal, showcased below.
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My Role:
Lead Researcher & Planner: I led the competition team to unearth industry and consumer insights through secondary research. Additionally, I helped develop qualitative research guides, survey questionnaire, and helped conduct primary research to uncover important insights that informed the creative brief.
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interview research guide
Marketing Analyst. Brand Strategist
Hi, I'm Phuong!
I am an insights analyst and brand strategist with a background in advertising, research, and strategy. Currently, I am living my dream pursuing a Masters's degree in Marketing Intelligence at Fordham University, in the Great Big Apple - New York City.
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As a young professional, I am self-motivated and challenge-driven. My educational background has equipped me with skills in market research, data analysis, and brand storytelling. I find passion in delving into research, deciphering the problem, unearthing insights, and telling fascinating stories through data. I believe that the power of a single story goes far beyond simply relaying facts and information. It lies in the humanization of data by linking all the dots and threading information together, so that the story connects with its audience. A perfect blend of art and science.
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Outside of marketing, I am a curious soul and a people person who loves making connections. Coming from a multi-cuItural background (anecdote: I was born and raised in Hanoi, Vietnam for 18 years before arriving in the US to pursue my education), I approach every challenge with an open mind and inquisitiveness. I strive to view matters from different angles to connect with different people, ideas, and perspectives, thereby arming myself with knowledge and growth.
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Want to chat more?
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BRANDS I'VE WORKED WITH
