GROUP PROJECTS
NICORA Shoes Campaign
What // Nicora is a female owned shoe company focused on cruelty-free, American made products.
Problem // As a new business, Nicora lacks a stable brand image and a large audience.
Goal // Establish the business in a unique market, build partnerships, broaden footprint, and spread awareness.
Campaign // The “All Heart No Harm” slogan represents the heart put into Nicora’s handmade products, without the harm toward animals or the environment. We concentrated on the inspirational story behind the company and the materials used to make high-quality and fashionable shoes.
Solution & Strategy
Strengthen web presence by presenting a centralized theme on social media. Post on Instagram, run Facebook campaign, and team up with well-known fashion bloggers.
Create partnerships by advertising on charging stations in target cities, joining design events, and running “All Heart No Harm Events”. These events sell Nicora products and showcase how they are made.
I took the opportunity to design merchandise with the goal to raise awareness for the brand. Nicora bags and bracelets are made from recycled shoe materials and come with the purchase of one Nicora product.
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OK2SAY Campaign
What // OK2SAY is a confidential reporting system created to report potential harm against students, employees, and the school. Any tip can be sent to program operators via phone, text, email, mobile app, or online.
Problem // Lack of users due to disconnect between students and product message. No social media presence because of ethical conflict.
Goal // Spread awareness and encourage students to engage in the product.
Don't Be That Guy... Be THE Guy
“Be the Guy” campaign shows that anyone can step up in a negative situation. This is a mentor system where approved high school students volunteer to become “The Guys” and mentor younger grades about important life topics. High school students will be more relatable role models than adults, creating more of an impact.
Google Adwords campaign will run to increase traffic to the website. I designed Ok2Say merchandise in the form of stickers, apparel, water bottles, rugs, etc. These products act as walking advertisements and are free for participants.
ULTA
What // Research how college students identify with Ulta Beauty and strategize how this brand can improve its image to certain target markets.
Problem // Students do not prioritize Ulta over competitors because of inconvenience, loyalty to competitors, and lack of coupons.
Research Strategy // SWOT analysis, ethnographic research, focus groups, and surveys.
Solution & Strategy
Focus on Ulta’s “one-stop shop” aspect. Students can pick up high-end products and cheaper essentials with the convenience of a beauty salon all in one place.
Because we found that customers find location more valuable than price, Ulta can expand their college customer base by adding more locations in the vicinity of college campuses, highlighting their loyalty program, and providing coupons similar to their competitors.
Foot Cardigan Digital Marketing Campaign
What // Foot cardigan is a sock subscription company that delivers fun and quirky socks to men, women, and children.
Problem // Lacks a consistent social media presence, social media theme, and consumer engagement.
Goal // Drive customers to interact and engage with the brand. Increase traffic to website, raise number of subscriptions, and boost overall revenue in our campaign.
#SockYourself
#SockYourself is a 6-month social media and digital marketing campaign. Customers add the hashtag while posting pictures with Foot Cardigan merchandise on social media.
We created an app prototype to easily connect customers to the brand. Users can use the #sockyourself feature to virtually try on any pair of socks.
Google Adwords campaign is a combination of SEO and paid search to increase organic rankings on search engines, and increase involvement with our landing page.
Birchbox Social Media Campaign
What // Birchbox is a monthly subscription company for personalized beauty sample products.
Problem // Lacks a sense of identity on social media by not following a strict theme that is easy for customers to follow.
Goal // Create a unified theme on all social media platforms to easily engage consumers. Excite and incentivize.
#UnBoxMoment
#UnBoxMoment is a 6-month campaign designed to motivate customers to interact with the brand and connect others in the community.
Customers post themselves revealing the products inside their box along with the hashtag. Using the hashtag will give customers the chance to be featured on platforms used by Birchbox.
Bowers Harbor Vineyard
What // Bowers harbor vineyard offers wine tastings and other events in Traverse City, Michigan.
Problem // Keywords used to search for wineries in Michigan are too broad and Bowers Harbor Vineyard is not present on the first page of Google.
Solution & Strategy
Create a campaign that focuses on Google Adwords.
Aim to improve SEO by using keywords that are longer and more specific to wineries. We focused the majority of our budget towards paid search to outrank paid search competitors.
Heineken Digital Campaign & App
What // RedesignHeineken’s current app by adding exciting features and creating a new experience for users.
Problem // Basic app without extensive features. Disconnect between Heineken and customers.
Goal // Incentivize and engage users through games and rewards. Connect users with the brand, increase downloads of the app, increase revenue.
App Features
We designed a pong game and created a loyalty program to excite users.
By using the Heineken map with the assistance of location services, customers can pinpoint the nearest businesses that offer Heineken products. This makes purchasing Heineken fast and easy.
Increase sales of all merchandise by providing an avenue in the app. "Heineken Market" sells apparel, bottle openers, mugs, etc.
INDEPENDENT PROJECTS
BareMinerals Campaign
What // Bare Minerals is a makeup line with numerous products in the form of mineral powder.
Problem // Customers are uninformed on what BareMinerals has to offer aside from mineral products. Bare Minerals is not able to efficiently sell new liquid products.
Goals & Objectives // Reach 70% of women who buy foundation products, correct false beliefs about the harm of wearing liquid foundation, influence target market, and increase revenue.
Clean Coverage
Launch “#CleanCoverage” campaign promoting liquid foundation that has full coverage of other foundations, but improves the skin simultaneously.
#CleanCoverage campaign focuses on social media platforms such as Instagram, Facebook, and Youtube. The campaign will also be featured on television, radio, print, and outdoor advertisements to reach the large target audience of women ages 18-35.
Dove Skincare Insight Report
What // Re-strategize Dove marketing approach
Strategy // I gathered Insights about how customers feel about Dove products and the overall brand by conducting ZMET interviews. Participants chose 13 photographs online and I surveyed their feeling toward each photo and their relation to the brand.
Solution // Reposition. Narrow target market to women between the ages of 18 and 35 who care about their physical and emotional health.
Simple, Luxurious, Effective, Real.
Keep the emotional aspect and attention to real beauty, but promote the realness and effectiveness of the product while emphasizing its luxurious properties.
Reach out to popular bloggers to promote products and share their beauty routines.
Amp up the use of Instagram and Facebook to target women.
Hire a popular female spokesperson to increase the popularity of certain products.
Start a promotion for women to win if they share experiences with their favorite dove products and how they positively work for them.
