Campaign Plan Executive Summary

Disney CSR Initiative Campaign Summary

Task: In an Advertising course, I was given the objective to complete any advertising aspect that supports increasing Disney's target audience's health and wellness without focusing on revenue, sales, or partnerships. 

Method: I chose to develop a media strategy and present the information in an executive summary for the objective. I began my strategy development by conducting in-depth secondary research on Disney's past CSR campaigns/ efforts, the target audience, and beneficial healthy habits. I focused on the audience's needs, values, behavioral trends, general demographics, media habits, and reasoning behind why certain CSR campaigns succeeded or failed in the past. Using this research, I then prioritized developing methods that would successfully connect with the audience and support the campaign goal. 

Result: Based on my research insights into the audience's values and behavioral habits, I was able to create a media strategy that unified the client's goals and audience. The strategy, in summary, was to release a cooking show that promotes healthy eating using popular Disney characters and special episodes to be streamed through Disney+ for children and parents to enjoy together. This was supported by parents valuing spending quality time as a family, children's most-watched platform being Disney+, and parents needing time and entertainment for their children while preparing meals. 

Case Study & Creative Brief 

Free People Research & Consumer Insight

Task: In a Research & Consumers course, I was asked to choose a brand of interest to complete primary & secondary audience research, research analysis, and a S.W.O.T. analysis for an overall strategy outline to improve any aspect of the chosen brand. 

Method: I first began by completing secondary research on the audience and company. I used this information to create in-depth interview questions and used peers within the target audience to complete interviews. After audience research, I completed the S.W.O.T. analysis using secondary research methods and personal experience. I then took all research insights for analysis and application to the company to identify opportunities and threats I could use for my strategy. From this, I identified that Free People's social media engagement was low, but with a strong brand identity. I found that many people from the target audience were not loyal to the brand due to high prices without justification. And I identified competitor threats capitalizing on the quality of products with lower prices. 

Result: From my analysis, I identified furthering brand loyalty, increasing sales, and increasing consumer motivation as my main strategy goals. For these goals, I developed a creative strategy emphasizing social media engagement and campaign concepts that highlighted product quality. 

Current projects:

NFL Youth Initiative Campaign

Bullet Advertising Team

Working with the NFL to build an inclusive, umbrella campaign that increases youth involvement and unification in NFL initiatives such as Play60, NFL Flag, Character Playbook, and more. 

Stay tuned for the final product in May 2026.