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
The Contest:
The Collegiate ECHO Marketing Challenge, created by Marketing EDGE, provides collegiate-level students the opportunity to develop a marketing strategy/campaign to solve real-world business problems for real-world clients.
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Challenge:
Create an integrated marketing campaign in a DMA 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.
​
Target Audience:
Affluent moms living in suburban areas:
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Pee-wee Moms (older Millennial moms, aged 25-35)
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Varsity Moms (younger Gen X moms, aged 35-45)
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Big Insights:
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Lifestyle insight: Moms are understandably busy, so they look to quality family time for peace of mind.
-
Shopping insight: Moms usually buy in bulk to prepare for events/activities and cater to family needs.
​​
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.
​
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.
​
My Role:
Lead Researcher & Planner: I led Temple's competition team to unearth market and consumer insights through secondary and primary research. I monitored and documented industry trends, conducted an extensive competitive analysis, developed research guides and survey questionnaire, and conducted primary research to uncover important insights that informed our campaign strategy.