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
-- mobile network provider report --
Ask:
Xfinity by Comcast approached Brownstein Group to develop a strategy that would help them expand from their digital real estate to physical stores. I was tasked to compile a report on the network provider market to help the project team 'get smart' about this industry.
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Methods:
Utilizing Mintel's Mobile Network Provider report, I synthesized key industry insights and compiled a brief deck on the current state of the industry. ​​
Key Findings:
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The most potential audience segment for Xfinity Mobile's offerings is within the 25-44 age group with an annual household income range of $50-99K
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They are urban dwellers, young professionals, and young families
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Key communication points should focus on:
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Cost-efficiency
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Convenience (unlimited data and access to Wifi hotspots)
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Data speed and quality, especially at public spots
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-- competitive analysis --
Ask:
To have a deeper understanding of this unique case, I helped the BG Brand Strategy team conduct a competitive analysis of digital brands that have successfully transitioned into the brick-and-mortar space. Or, "click-to-brick" brands, as I coined them.
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Methods:
I scoured various secondary research sources and identified a list of digital brands flourishing in the physical retail space. I summarized my findings into company background and expansion highlights.
Key Findings:
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Showroom is an increasingly popular model operated by key players. Brands that utilize this method pays close attention to customer experience
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Digitally native brands should utilize their technology assets to provide a frictionless shopping experience
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Pop-up store is a great tactic to test the waters