iRobot Roomba
As a part of my Advertising Campaigns (COMM 321) course, I along with three of my classmates were grouped together in a simulated ad agency we dubbed “UrbanFlow Marketing”. Among other brands, we were tasked to create an advertising campaign for iRobot’s line of Roomba products. Market research and brainstorming led us to determine that the brand’s target audience most prominently encapsulates tech-conscious Millennials who earn enough money to afford luxuries such as an automated vacuum. From this finding, we developed the key message that “chores don’t have to be a chore”, which inspired the ads we created to center on fun, unintended ways to use a Roomba.
April 2024
Purina Dog Chow
Myself and the other members of UrbanFlow Marketing were instructed to craft a campaign for Purina’s Dog Chow line of pet food. The market research we conducted led us to the conclusion that the brand is in need of a retargeting strategy, as it is currently most popular amongst 55+ year-olds but should cater more towards a younger Millennial and Gen-Z crowd. Young populations in particular are now increasingly more likely to be pet owners as a result of COVID-19 which poises them as an audience which cannot be ignored. Particularly in response to the fact these individuals must now return to life away from their dogs, we remind them in this campaign to not forget about man’s best friend.
April 2024
Yankee Candle
UrbanFlow Marketing’s first assignment was to create a campaign for Yankee Candle’s line of candles. In researching consumer trends towards the brand, we found that its premium price-point and long-standing name made it most popular amongst older audiences. This led us to determine the target encapsulated family-oriented married couples who were of older age groups. Their nostalgic nature inspired us to develop the insight that scents can bring back memories, which in-turn fostered the creation of our key message that Yankee Candles “capture a moment in scent”. Our advertisements centered on this message, portraying family-centric memories accompanied by related Yankee smells.
February 2024
Sleep Number
As a final project for my Intro to Creative Concepts (COMM 214) class, I along with a classmate of mine crafted an advertising campaign for the Sleep Number brand. We completed this project in parts over a three-week period, first drafting our creative brief before using that to inform a tagline and finally use it to create a variety of ads. We used the target we determined the product as most accurately applying to, middle-aged suburban-dwelling couples, as our foundation to develop the insight that even the closest couples can’t share everything. This led us to the campaign tagline that “couples who sleep apart stay together”, which itself facilitated the advertisements we created.
April 2024
Lay’s
I worked with a group of my peers in my Principles of Advertising (COMM 211) class to create this project and the advertising campaign shown within it. It is a compilation of smaller presentations we did over the course of the semester. We first formulated a marketing strategy the company could adhere to before crafting creative recommendations for their advertising and finally a media plan they could operate according to. Through creative brainstorming, we determined that the most effective way to advertise the Lay’s brand was to highlight its timelessness, focusing our creative work on the tagline “always has been, always will be”.
December 2023
Goodles (Organic)
Myself along with a group of my peers in my Social Media Advertising (COMM 331) class worked together to create presentations outlining both organic and paid social ideas for the Goodles brand. Our organic presentation first shared our consumer insight and the key message we derived from it. We then outlined the types of social posts we’d use to convey the idea. and provided examples of what they would look like. Finally, we outlined what our KPIs, or Key Performance Indicators, would be before providing a calendar we would post our social content in accordance to.
October 2023
Goodles (Paid)
I also worked with my peers in my Social Media Advertising class on this project. Our paid presentation first outlined the various social media platforms we would take advantage of over the course of our campaign. We then broke our overall target into three ad groups we would advertise towards individually on unique platforms which best pertained to each. As well as providing mock-ups of the posts we would create for them, we provided information as to how we would effectively target them on each social platform they would be on.
November 2023