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Student Behind the Books

Highlighted here are my favorite school projects, ranging from papers to media assignments. 

For graduate projects, the executive summaries detail what the paper or presentation is about. For undergraduate projects, I merely summarize but still include links to the projects.

Academic Projects
W3LL People Capstone Advertising Project

For my Masters of Arts in Advertising Capstone class, we worked with the e.l.f. brand's newest acquisition W3LL People. 

Despite growing up under the influence of the internet and modern technology, our Gen Z consumer group still values personal recommendations from family and friends when it comes to trying new beauty products. Enter the Beauty Blossoms Campaign. 

Everything in nature starts with a blossom and the basis of W3LL PEOPLE’s products are no different. Likewise, Adult Gen Z consumers are at a stage in life where they are growing into their own. W3LL PEOPLE will connect the root of their high performance products and plant-powered ingredients to Gen Z’s journey to adulthood while remaining mindful about their source of trust to spread brand awareness. 

My contributions were with the media plan and the budget. I calculated the media buy, the impressions and ROI, and other similar elements for the campaign.

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