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
The Contest:
Mindshare is a global media agency network across 86 countries that creates new media experiences for global clients and their consumers. Mindshare’s Advanced Analytics team organized its second annual virtual hackathon for graduate students and challenged them to create a media plan for two hypothetical perfume brands in a span of 24 hours. The assignment included data analysis, modeling, media strategy, and more.
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Challenge: ​
Haute is a well-known perfume brand with two major product lines: Ambré Aromatique (a new product launched in 2019) and Léger Floral (an established brand). Student teams were given audience measurement and historical performance data for Haute and were tasked with pitching their ideas on how the brand can grow its business and plan its media.
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Key client questions included:
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Who is our target audience? How should we reach out to them?
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How did media drive our brand consideration and sales revenue in 2018-2019?
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How shall we plan media for 2020 to maintain the same growth rate?
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Methods:
In order to answer client questions, my team and I developed an analytical framework to tackle each key pillar and each data set accordingly. We utilized audience demographics and consumption data to identify the right target audience for Haute, while media and sales performance data were used to devise a media strategy for 2020. Tools and techniques used include Excel (PivotTable, graphing) and Tableau (graphing, visualization, dashboard).
Key Findings:
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Women aged 25-54 is the key target market
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Digital, Pinterest, Magazines, and Search showed high-performing KPIs and are recommended for future media strategy to drive brand growth. Facebook and Youtube didn't yield desired results
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Seasonality affects perfume sales considering that perfumes are popular holiday gifts
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My Role:
Marketing Analyst: I led Fordham University's competition in devising a game plan for the 24-hour hackathon based on each member's strengths and technical skills. As the marketing analyst, I utilized Excel PivotTable and Tableau to analyze historical performance data, identify key insights, and visualize findings with Tableau charts and dashboards. I also developed a script to deliver our team's story to the jury board, was one of the main presenters in the pitch, and took charge of the Q&A portion.
-- pitch deck --
-- tableau dashboard --
