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: ​
Design and conduct original survey-based research relevant to new market offerings that have a positive or prosocial flair. My team and I designed a research study on sustainable sneaker buying habits to help Rens, a sustainable shoe brand made out of coffee, position its product in a saturated market.
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Research Question:
The footwear market is saturated with sustainable products. How Rens can cut through the competitive clutter and meet consumers’ dynamic needs? What is Rens' key value proposition to champion over existing competitors?​
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Methods:
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Secondary research: To develop the problem definition for our research study, we conducted extensive secondary research into the footwear industry, identified top competitors for Rens, and monitored consumer and industry trends
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Survey research: To get a deeper understanding of consumers' buying behaviors and where Rens stands in the market, we crafted a Qualtrics survey that garnered 92 unique responses using convenience sampling
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Data analysis: All data analysis was done using SPSS (descriptive statistics, correlation analysis, crosstab analysis, independent t-test) and Excel (PivotTable, visualization)
Key Insights:​
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Target market should be higher-income individuals who are environmentally conscious and would be happy to spend more on a sustainable product
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The ergonomics and fashionability of Rens must be touted in marketing messages to deliver an all-rounded experience for customers
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Sustainability, brand purpose, and coffee material are strong brand differentiators
My Role:
Market Researcher: I helped craft the problem definition, identified key business problems to which market research can provide answers, conducted industry research, and helped develop the quant survey questionnaire
Data Analyst: I analyzed survey data using SPSS and Excel, developed audience-friendly visualizations, and generated actionable brand insights and recommendations from research findings