Golden Girl

I was the Account Manager of an advertising campaign at Pure Green.

/THE RUNDOWN/
Across four months, I:

-developed the strategy (research, market analysis, corporate backgrounder, SWOT, consumer profiles, the “idea”)
-launched two new products
-directed two photoshoots
-designed, wrote copy for and printed an A-frame
-designed and printed 4 in-store signs
-created 3 PR boxes; designed the packaging
-edited and posted 27 short-form videos; posted 101 pieces of content in total
-arranged and managed 3 influencer partnerships (influencer briefs, virtual meetings, main point of communication)
-organized and led 4 in-person activations with 3 brand partnerships
-collaborated with a total of 5 brands
-analyzed our success (sales reports, UGC, social media analytics)
-generated enough buzz to catch the attention of The Athlete Collective, securing a partnership with UW linebacker Mason Reiger (100K followers)



/THE PROBLEM/
UW-Madison students believe that Pure Green products are overpriced. Repeated in-store visits and social media engagement among Madison residents ages 18-24 suffer as a result.

/SOLUTION/
Position Pure Green as luxurious. Build exclusivity through the character of a "Golden Girl."