Relevant Work
Welcome to my project portfolio where creativity meets strategy in the world of advertising. Here, you'll find a curated selection of my work that highlights innovative campaigns and impactful designed to engage audiences and drive results. Explore my projects to see how I blend creativity with analytical thinking to deliver compelling advertising solutions. Thank you for visiting!
Peanut Butter Crunch McFlurry Media Recommendation
The Peanut Butter Crunch McFlurry Media Recommendation is a strategic marketing campaign aimed at increasing McFlurry sales from 2% to 5% in four weeks through targeted digital, social, and out-of-home advertising. The campaign leverages nostalgia, brand trust, and convenience to engage millennial parents, positioning the McFlurry as a crave-worthy, family-friendly treat. With a $25 million budget, the plan focuses on data-driven media placement, promotional offers, and influencer marketing to maximize reach and drive long-term product demand.
Peanut Butter Crunch McFlurry Leave Behind
The Peanut Butter Crunch McFlurry Media Recommendation Leave Behind is a strategic advertising campaign aimed at increasing McFlurry sales by expanding the U.S. dessert base from 2% to 5% in four weeks and securing its place as a permanent menu item. With a $25 million budget, the campaign targets millennial parents by leveraging brand nostalgia, fan engagement, and cost-effective indulgence through digital, social, and out-of-home advertising. Key tactics include AI-powered interactive billboards, in-app promotions, and influencer-driven social media content to maximize reach and consumer engagement.
The Collective by CNYWM
The CNY Collective Digital Market Strategy is a strategic marketing plan designed to increase awareness, engagement, and membership for The Collective by CNYWN, a professional community for women of color in business. The campaign focuses on social media growth, email marketing, and ambassador programs to build a supportive and empowering network. With targeted content strategies and data-driven insights, the plan aims to drive conversions, enhance brand visibility, and foster long-term member retention while positioning The Collective as a leading business and wellness membership community in Central New York.
First is the Best Place to be
"Going First" was a pitch presentation designed to select presenters for the AAF NSAC competition, emphasizing the importance of first-mover advantage in branding and competition. The presentation used psychological principles and industry examples, such as Google, Tesla, and Apple, to demonstrate how being first defines the narrative and sets the standard for others to follow. It concluded with a motivational call for the team to embrace leadership and confidence, reinforcing the belief that first place is not just a starting point, but the goal.
The Safest Thrill
"The Safest Thrill" was a campaign pitch for ADT developed as the final project of my internship at VML, working with a team of nine. The campaign reimagined home security for Gen Z, positioning ADT as a tool for independence, adventure, and peace of mind rather than just protection. By blending digital storytelling, influencer partnerships, and immersive brand experiences, the pitch aimed to make safety feel empowering, not restrictive, appealing to a generation that seeks both thrill and security in their everyday lives.
Digital Marketing Audit
The CNY Women's Network Digital Marketing Audit was a comprehensive evaluation of the organization's brand presence, website performance, and social media engagement, conducted to identify areas for growth and optimization. The audit analyzed competitor strategies, content effectiveness, and audience engagement, highlighting opportunities to enhance brand consistency, call-to-action clarity, and digital marketing tactics. Key recommendations included improving website navigation, refining social media strategy, and leveraging engagement-driven content to strengthen CNYWN’s online presence and member acquisition efforts.
CNYWM Buyer Persona
The CNY Women's Network Buyer Persona Report was a research-driven analysis conducted as part of ADV 523, aimed at understanding and segmenting the target audience for CNYWN. The report identified "The Ambitious but Unguided"—women of color in business seeking community, mentorship, and professional growth—and explored their motivations, digital behaviors, and media consumption habits. Key insights emphasized their preference for relatable role models, entertaining content, and brand authenticity, providing strategic recommendations to enhance engagement, optimize digital content, and improve community outreach for CNYWN.
Tidal Advertising Strategy
The TIDAL Advertising Strategy Report was a comprehensive marketing proposal developed to increase brand awareness and drive subscriptions among U.S. college students. The strategy analyzed competitor positioning, consumer insights, and advertising effectiveness, identifying opportunities for TIDAL to leverage artist partnerships, personalized recommendations, and budget-conscious pricing strategies. Key recommendations included refining ad messaging, utilizing influencer-driven promotions, and targeting smaller emerging artists to differentiate TIDAL from competitors like Spotify and Apple Music, ultimately aiming to expand its market share in the digital streaming space.
TIDAL Qualitative Report
The TIDAL Qualitative Research Report was a consumer insights study focused on understanding college students' music streaming behaviors and their willingness to switch platforms. Through in-depth interviews, the study identified key decision factors, including budget constraints, personalized recommendations, and peer influence, while highlighting brand loyalty as the biggest barrier to switching. The report recommended that TIDAL reposition itself as a discovery-driven, community-oriented platform with budget-friendly pricing and curated content, making it more competitive against established players like Spotify and Apple Music.
TIDAL Quantitative Report
The TIDAL Quantitative Research Report analyzed the effectiveness of two advertisements in attracting college students to the platform, using survey-based message testing. Findings showed that Ad A performed better overall, driving higher engagement, recall, and purchase intent, while Ad B was more relevant to artist-focused users. Key insights highlighted budget sensitivity, peer influence, and brand loyalty as major factors in music streaming choices, with recommendations for community-driven engagement, distinctive feature marketing, and outreach to niche music communities to position TIDAL as a unique and competitive alternative to Spotify and Apple Music.
What can you do with Jello?
The Jell-O Advertising Strategy Concept was a creative campaign designed to reimagine the brand as a fun, interactive, and engaging experience for both kids and parents. The campaign centered around the tagline “What Can You Do with Jell-O?”, encouraging imaginative play and experimentation through a mix of social media challenges, interactive PR toolkits for schools, and digital activations on Instagram, Disney+, and Nickelodeon. By leveraging nostalgia for parents and creativity for children, the strategy aimed to revitalize Jell-O’s brand image, positioning it as a dynamic, hands-on treat that sparks joy and connection.
Subaru "Feel the Wait"
The Subaru "Feel the Wait" Campaign was a strategic media and advertising initiative designed to strengthen Subaru’s connection with pet-loving consumers. The campaign leveraged Subaru’s existing commitment to pet adoption, particularly through National Make A Dog’s Day, to engage young, eco-conscious dog owners and position Subaru as a brand that aligns with their values. Through unskippable TV ads, social media activations, and out-of-home placements in high-engagement areas, the campaign created an emotional narrative around the bond between owners and their pets, reinforcing Subaru’s "Dog Tested. Dog Approved." branding while driving brand loyalty and consumer engagement.