Carmia Parsons
Progressive Insurance Campaign
Conceptualized from August - December of 2022.
The objective behind this campaign was to increase awareness amongst young adults in Generation Z on Progressive car insurance. My team and I based our campaign off of the message of "expanding the conversation" to our three primary audiences; the social activists, sports fanatics, digital natives to base our tactics and strategies around. As lead researcher I dived deep into primary and secondary research by hosting a focus group, online survey, phone interviews, listening reports, etc. to build our campaign out. Below is our casebook that goes through our full research, SWOT analysis, budget, strategies, etc. that we presented to six judges at Progressive.
Dunkin' Donuts Campaign
Conceptualized from January - May 2022
This campaign was created for Dunkin' Donuts to heighten consumer awareness of Dunkin's commitment to coffee sustainability. We used various social media tools and paid advertising to engage with customers through sustainable practices and products. We partnered with One Tree Planted to help plant trees in the top cities that we sourced through our customers engagement with advertisement incentives. Below is our full deck of our campaign, showcasing our strategies, tactics, budget, campaign map, research findings, etc.
Hulu European Marketing Plan
Conceptualized from January - May 2023
This campaign was created for European adults to enjoy another stream of entertainment since Hulu is not an available streaming platform in Europe. We had to conduct various research on the existing streaming platforms that are available in Europe to understand what Europeans are looking for that they may be missing. We then configured the best approaches to launching this new streaming platform by social media tools, outside billboards, etc. to promote it to europeans. Below is our slide deck that we presented to our abroad Italian professors and managers at a marketing agency in Italy.
