Digital Marketing

I am interested in the way data drives creation. With my interested in what motivated people everyday, I use my knowledge of people, data, and creativity to my great work.

 

Tyson Foods: Hillshire Farm

Work From Cavalry Agency

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Hillshire Farm: Lit'l Smokies ® Smoked Sausages

Make Things A Lit'l More Interesting

Account: Jennifer Gerwen, Alyssa Alverez, David Farley, Isabel Ngan | Creatives: Bill Matznick, Rob Cody, Jeff Beck

Awards: Shorty Award for Pre-Roll

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Taco The Town

Pace Salsa Challenge: Redefining the way we look at Taco night | 2017 Collegiate Effie Winner

 
 
 
 
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Quick Facts:

  • Major Insight: Kids dictate a large portion of how parents shop

  • Research conducted through nation surveys, Nielsen Data, and MTurk Data
  • Question we answered: How do we make Pace Salsa the hero in Taco Night?
  • Created a 4-part solution

Team:

Ben Hwang

Zaayer Merchant

Isabel Ngan

Overview

Children are the epicenter of their parents lives. Research shows that, for a lot of parents, taco night is for the children. So we decide to complement an existing action. This solution combines taco night with the constant goal of teaching children and makes the entire experience about them. We become partners with the parents and through this establish an emotional connection which not only sticks with them but also with their children.

CHALLENGE

Differentiate Pace from the “Sea of Red” and create an emotional connection with parents.

IDEA

Make Pace a partner of parents and taco night by empowering children to learn how to cook a family meal.

INSIGHT

Target Audience

  • Parents are busy and stressed but are committed to their children.

  • Taco night isn’t just about food, it’s about coming home after a long day and getting to spend quality time with their children.

  • Parent upload images to Facebook and Instagram to share their lives.

  • A lot of their actions are dictated with the children in mind.

Solution

  • According to our national survey, 89% of parents in our sample took their children grocery shopping.

  • 70% of the parents surveyed associated Taco Night with family time and other than food

  • The number one reason that their children loved taco night was the creativity and independence that came from making their own tacos.

SOLUTION

Pace partners with parents to make taco night a learning opportunity, not just a meal, by streamlining the process and making it all about the children thus establishing an emotional connection with the family.

  1. Create an in-store mini-market for children so they can take the lead when picking out their taco ingredients and learn economic value.

  2. Advertise on the radio, Facebook, and television.

  3. Have Parents post tacos and their kid's recipes online with the hashtags #TacoTheTown and #SetYourPace

  4. Create a nation competition where 32 of the most creative tacos to be a part of a taco bracket.

EXECUTION

Create a customer journey starting inside the store, continuing into homes and providing the opportunity to share their creation with the world.

MEASUREMENT METHODOLOGY

Use social listening, online activity, surveys, in-store behavior and sales data to measure increase in brand awareness and sales figures.

 

Follow the Lead

ESTABLISHED TO EMPOWER THE PUBLIC TO DETERMINE IF LEAD IS AN ISSUE IN THEIR NEIGHBORHOOD AND WE WANT TO INFORM THE PUBLIC OF POSSIBLE WAYS TO HELP ALLEVIATE THE PROBLEM AT HOME | Summer 2016, Cramer-Krasselt

 
 
 
 
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Quick Facts:

  • 1 Photometer used to for lead
  • 3 Interns at C-K
  • $1,000 Budget
  • 10,000+ Affected by lead
  • City Response: All water fountains in the park district were tested for any level of lead

Team:

Maggie Blaha

Margaret Strait

Isabel Ngan

Overview

Research states that buildings constructed in Chicago before the 1930s have lead contaminated pipes, and 80% of the Chicago area was built before this time, which mean 80% of Chicago is at risk of lead contamination. Several public facilities throughout Chicago have already tested positive for lead. This is why we created Follow The Lead. A transparent, awareness campaign to the public regarding lead in Chicago’s water. We tested public drinking fountains with a reusable lead testing device, reporting our results through Twitter and Facebook, and aggregated those results to a map online.


OBJECTIVE

  • Increase awareness of high lead levels areas within the Chicago and offer a solution to lead contaminated water.

INSIGHT

  • There is little awareness of lead levels in the Chicago water.
  • There is not a single website with clear information on lead contamination and lead solutions.

STRATEGY

  • Make information about lead contamination easily accessible and transparent
  • Make aware the easy at-home solutions to this problem.

PROCESS

  • Test 40 parks in the Chicagoland Area
  • Share results on an interactive map
  • Make information and solutions transparent to the public