Campaign
SOSHE Beauty Campaign
Students were required to design a 1-year campaign that tightly follows the Strategic Integrated Planning (SIP model) structure with tactics under the PESO model. Our group chose to work on a start-up beauty brand emphasizing clean and sustainable beauty. I was responsible for the strategic insights, strategy, and tactics parts. I also assisted in survey design.
Jo Malone Campaign Refinement
Students were required to generate both primary and secondary research to generate insights for a company by gathering and analyzing the collected data. Our group chose to work with Jo Malone London, a London luxury fragrance brand. My role was to analyze the focus group data, mine insights, and provide recommendations. I also assisted in the survey and the focus group questions design.