Wet socks.(I dare you to disagree!)

People that use their cell phones in public restrooms.(Really? Is the call that important?! I �ush twice out of spite.)

Gingers.(Moderately kidding.)

Pat Benetar, Bonnie Tyler, and Heart.(I may or may not have a thing for 80’s power ballads.)

KFC coleslaw.(Don’t judge me.)

Ghetto love dance movies, Hocus Pocus the movie, and Tina Fey.(She owns my heart in a locket.)

The Situation

Challenge: To raise awareness and generate sales through promotion of the launch of Ubisot’s Wii game, Just Dance II. Target: Gamers between the ages of 12-25 that use social media frequently.

Insight: Word of mouth is the largest motivator for people to seek out and purchase forms of entertainment.

Strategy: Create a campaign involving YouTube’s highest subscribed channel personalities to promote Just Dance II. Having these YouTube celebrities encourage their viewers and subscribers to purchase the game essentially through word of mouth and demonstration. By utilizing Facebook, all those who participate in the campaign will also be spreading the word on their Facebook pages to their own friends as well.

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Creative Solution

Execution: Created a Facebook page that counts down to the launch of Just Dance II. The launch included a celebration featuring a dance o� competition between 6 of YouTube’s highly subscribed channel personalities.

The dance o� includes two rounds where fans are able to watch and vote for their favorite YouTube celebrity by �rst, ‘liking’ the Just Dance II fanpage, then watching the featured dance o� videos, and �nally casting their own supporting vote for who they believe should win.

Each video includes a call to action to get the viewer to go to the Facebook page and vote. The YouTube celebrity with the most votes is given free games that will be given out to their subscribers; leveraging thousands of their subscribers to take part in the campaign. In two weeks brand awareness was raised by more than 50,000 ‘Likes.’

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The Situation

Challenge: Increase sales of a lip plumper in a market saturated with women’s cosmetic products and similar competing products. Target: Women ages 16-26 that are searching for a way to enhance their lip size and color without expensive procedures or painful products.

Insights: Women are looking for an a�ordable product that will increase the the fullness of their lips that they wouldn’t be ashamed to have in public or use among friends.

Strategy: Increase brand awareness by creating a commercial to be placed as YouTube and Hulu video advertisements. Create a commercial that will address the selling points of the Plump Lips product as well as portraying it as a product that every woman would be proud to have as a part of her beauty collection. Provide enough information and motivation to have women comfortable buying a beauty product directly online without going to a department store and buying their cosmetic products in person.

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Creative SolutionExecution: Create a commercial that conveys the message that having Plump Lips with you at all times is a necessity. This commercial will be 30 seconds and will be played as YouTube and Hulu advertisement videos.

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gClicking throught the video will take you to a Plump Lips landing page where the consumer will be able to participate in an interactive website experience and be able to get a bottle free through a social media pro-

The Situation

Challenge: To raise awareness of Market Sensitive Loans services that are provided by the National Republic Bank of Chicago. Target: Those planning for retirement and seeking risk free investment options.

Insights: Many consumers know of someone that has lost money in investments causing them to be leery to participate in investment. Strategy: Create awareness of the services provided by the National Republic Bank of Chicago to the consumer via social media platforms. By using the advertising targeting capabilities o�ered through Facebook, we are able to pinpoint and test ads to various demographics while measuring their success through optimization.

Develop a Facebook ‘Like’ page that will allow consumers to show publicly their interest and support of the National Republic Bank of Chicago as well as serving as landing page to learn more about the loan services and to sign up for an account directly online.

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Creative Solution

Execution: Developed a Facebook ‘Like’ page to attract people that are searching for risk free opportunities to participate in investments plans. Through optimization strategies, use Facebook advertising to place the advertisements in front of the eyes of the target market as well as those that have a $25,000+ to open a market sensitive loan and leading them to the Facebook ‘Like’ page. Included in the Facebook page are various links that lead to corresponding pages that give a summary of the bene�ts as well as the company itself. From the Facebook pages the consumer is able to link to an account set-up page to begin the process of opening an account with the National Republic Bank of Chicago.

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The Situation

Challenge: To raise awareness of a clinically recommended nutritional program designed to improve health and ensure weight-loss in a market full of scams and ‘quick �xes’ while increasing program subscriptions. Target: Those seeking alternatives to expensive and painful weight loss surgeries or similar procedures.

Insights: Fear of failing while on a diet and other related programs is the target’s leading cause of resorting to surgical weight loss procedures such as lap bands and gastric bypass surgery.

Strategy: Create a campaign to showcase the unique features, guarantees, and testimonials of those that have gone through the Somae program. Develop a video to raise awareness and peak the interest of those that have tried diets unsuccessfully and are resorting to surgical procedures. The campaign is based on the concept that through Somae the target may completely eliminate the fear of failing on another program and that they will be guaranteed positive and healthy results.

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Creative Solution

Execution: Created a storyboard and directed the Somae video. The video highlighted the success and testimonials of �ve clients that had successfully completed the Somae program. The video provided emotional stories, statistics, and focused on the success rate of the program. The video ensured that failure on the program is impossible.

The video was then used as a way to spread the message virally, as a referral tool for those currently on the Somae program, and promoted on the company’s website.

The campaign featured the documentation of a YouTube personality going through the Somae program and leveraging their viewers to spread the campaign.

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The Situation

Challenge: Haagen-Dazs needs an identity. How to apply the success of Haagen- Daz’s 5 line to the entire brand. Target: Foodies. Women between the ages 35-55 that believe the process of selecting quality and pure ingredients is just as important as the act of cooking itself.

Insights: If you are a foodie, you eat Haagen-Dazs.

Strategy: Help foodies identify with Haagen-Dazs by illustrating the history of Rueben Mattus as one of the original ‘foodies’ and why he started the brand.

Position Haagen-Dazs as the Foodie’s ice cream through the story of the original foodie himself, Rueben Mattus.

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Miss Scarletin the studywith the toothpick?

Lead Pipe $1.99

SubwayHandrail Door HandleGas Pump Elevator

Buttons

ResumeObjective To discover and explain with simplicity the purpose behind people’s seemingly irrational decisions

Interests Nutrition & Fitness, Art, Design, Blogging, Ceramics, Spanish, Laughing, Wakeboarding, and People Watching

Experience Plaid Video Marketing; Account Planner. May 2010 - Present º Develop creative strategies for clients through in depth research and execute them via social media platforms º Prepare Proposals and Creative Briefs for multiple clients º Exploratory Research Director; moderate focus groups, develop surveys, conduct interviews, etc. º Developed a network of YouTube celebrities and YouTube personalities for campaign use

Brigham Young University AdLab; Account Planner. January 2010 - Present º Pitched Häagen-Dazs brand repositioning strategy at Dreyer’s headquarters in San Francisco º Actively researching and developing strategies and creative briefs for multiple Adlab clients

Ginger’s Cafe. Freelance Design. May 2010

Education Brigham Young University. Advertising Major; Account Planner. Business Management & Spanish Minors

Computer Skills SPSS, Adobe Photoshop, Adobe InDesign, Adobe Illustrator, MS Word, MS Excel, Mac OS X, and Windows XP

Planning Skills Qualtrics, Mintel, EBSCO, Ethnography, Presentations, Exploratory Research Methods, Ability to Lead, AAF Member

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