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
Challenge: ​
Create a marketing plan for a new product introduction to present to senior leadership or a venture capitalist that is interested in investing in the product.
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Business Problem:
Lab-grown meat is a growing industry expected to reach $25 billion in value in the next few years. Meatable is a Dutch-based cultured meat company looking to enter this emerging market. Where do we place Meatable with our 5P's (Product - Price - PLace -- Promotion - Purpose) marketing strategy?
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Strategy:​
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Position Meatable as the go-to protein provider for (real) meat lovers that also love our planet. Those who are conflicted about the environmental harms of meat farming, but do not want to switch to a plant-based diet
My Role:
Market Analyst / Brand Strategist: Through secondary research, I explored cultural trends as it relates to global meat consumption and dietary/nutritional trends, identified key competitors, and developed a positioning map for Meatable. With my team, I crafted an integrated marketing strategy to introduce Meatable to this unfamiliar yet growing market.