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.
​
Target Audience:
Affluent moms living in suburban areas.
Key Insights:
-
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 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.
​
​
​
interview research guide
Marketing Analyst. Brand Strategist
The Contest:
The National Student Advertising Competition (NSAC), created by the American Advertising Federation (AAF), is the premier college advertising competition that provides students the real-world experience of creating a strategic advertising, marketing, and media campaign for a corporate client.
​
Challenge:
Develop a business-to-business (B2B) campaign to increase product awareness for Adobe's adtech solution: Adobe Experience Cloud for Advertising.
​
Target Audience:
Advertising media buyers in US enterprise companies or media agencies with a minimum annual digital and/or TV advertising spend of $1M:
-
Vision Leaders (C-suite execs)
-
Decision Makers (directors, managers)
-
Practitioners (team members)
Big Insights:
-
From extensive secondary research, we found that messages from Adobe’s competitors are toothless, focusing only on the technology and not the people whom it will impact.
-
Our target personas may have different positions, but they share one simple, human desire: a need for balance, both in and out of the office.
​​
Strategy:
Start a conversation about balance in the advertising workplace, a prevalent yet often-avoided issue in the industry. This conversation will create noise for our campaign to position the Adobe Experience Cloud for Advertising as an aid in helping the target achieve their much-desired balance.
​
Results:
Our distinguished campaign is projected to gain over 339M impressions for Adobe and raise unaided awareness by 3%. Our diligent work is compiled in a 21-page plansbook, showcased below.
​
My Role:
Research Lead / Secondary Research Captain: I led the research team to uncover important cultural and market insights. I kept track of trends in the adtech industry, B2B marketing, as well as consumers' worklife, and summarized key findings to inform the creative brief. I also developed research guides and quantitative survey questionnaire, in addition to conducting exploratory research and creative testing to inform the campaign strategy and creative revisions.