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 concise creative brief that will be used to inspire great creative work. My team and I decided to develop a strategy to increase sales for McDonald's Dollar Menu offerings.
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Business Problem:
The fast-food market has a reputation to be low quality and unbeneficial to overall health, especially low-priced items. As a market leader, McDonald's wants to increase sales for its Dollar Menu items.
Methods:
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Qualitative Research: We conducted 10 in-depth interviews with our target audience - Millennials. Our goals were to find out how our subjects purchase fast food, what their opinions are about different fast food brands, and the patterns of fast food advertisements & their influence on purchasing behaviors, if any.
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Quantitative Research: We fielded a 20-question survey via Zoho Survey to assess Millennials’ preferences and attitudes toward fast food, garnering 35+ unique responses.
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Key Insights:
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Millennials value convenience & good customer service.
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Touch-screen ordering systems are favored amongst Millennials.
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Implementing the idea of “craving” into McDonald’s messaging could help make McDonald's a top-of-mind choice.
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Late night (after 9pm) is a daypart that has room for growth.
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Strategy:
Position McDonald's Dollar Menu as to go-to late-night meal or snack.