Strategic Planning Model, PESO Model
*All campaigns were created for class projects.
A purpose communication campaign for the plan-based milk alternative brand Oatly, positioning the brand as part of a sustainable lifestyle that is practiced by a significant number of Gen Z consumers via brand education strategic partnership with Feed America.
A comprehensive PESO communication activation for napkin brand Vanity Fair, fueled by insights from Gen Z customers' preference on functionality. The activation tapped into "Mother's Day" as a strategy to engage customers and draw media interests.
A tourism marketing campaign for Wuhan, a city gained international recognition because of COVID-19, yet the world barely knows the beauty, food culture, rich history and profound civilization of it.
A one year corporate communication plan for McDelivery to increase its corporate reputation and brand visibility among McDonald's young customers during the pandemic. Leveraged nostalgia as the campaign theme to convey the key message of "being a kid for a few hours" which resonates among young customers.