Campaign Projects
Kathryn has developed a range of campaign projects through coursework and application-based work, focusing on strategy, branding, and execution. These projects highlight her ability to think through an idea from concept to rollout, creating cohesive campaigns across social, email, and digital platforms.
01
Lovingkindness Social Media Campaign
Capstone Project: Research, conceptualize, execute, and evaluate a social media campaign for a non-profit organization.
Client: The Red Shoes, Baton Rouge
*This is a real client that I produced a social media campaign for*
Main Objectives: Raise awareness in 18-24 year old women & increase overall social media and event engagement
Campaign Elements:
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situation analysis
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qualitative & quantitative research
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social media brief and audit
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paid media, owned media, influencer, and evaluation plans
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campaign concept: Lovingkindness
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final plans book and client presentation
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+ more
Roles: account executive, creative & social media strategist, copywriter, graphic designer, research analyst
02
Wienerschnitzel Mini Campaign
Project: Research, conceptualize, and execute (mockups) an advertising campaign for the Wienerschnitzel brand.
Client: Wienerschnitzel (class project only)
Campaign Elements:
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situation analysis and target audience research
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new positioning strategy
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primary and secondary research
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concept testing
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creative strategies and mockups
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pretesting and evaluation plans
My Roles: creative strategy, research & analytics, concept production, graphic design, copywriting, test market strategy
Results: The brand was revamped, capitalizing on the social and fun aspects of hot dogs. This campaign grants Wienerschnizel a sports bar feel, but in a fast-food atmosphere. The new tagline is "Man's Best Frank," playing off of wiener dogs and frankfurters.
03
Anthropologie Brand Strategies
Project: Use qualitative research to find a communication
problem and recommend strategies to combat it.
Client: Anthropologie (class project only)
My Roles: creative strategy, research & analytics, graphic design, copywriting
Key Findings: Young Anthropologie consumers (1) view the brand as inspiring, but (2) think the prices are too high, and (3) the items are too unique to spend so much on them. Because of this, they tend to find similar items elsewhere and shop sale items and trinkets almost exclusively.
Recommendations:
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student discount
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subscription box
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influencer collaborations (showing the versatility of unique Anthro pieces)
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experiential university collaborations.
(Explanations & reasonings found in the plans book on the right)
04
Anthropologie
Event Proposals
Project: Propose an event for Anthropologie to host and promote on social media. (personal project only)
Project Elements: Two event proposals with Instagram promotion mockups and rationales.
1) A Maskquerade Event: An event allowing customers to pamper themselves and sample various skin care products in-store, just in time for Mardi Gras Ball season.
2) T. G. I. Black Friday: A small, in-store getaway from the Black Friday craze in which customers can nibble on sweets and relax for a moment.
05
Pocket Pantry App Ideation & Marketing
Project: Fix an everyday problem by creating a digital product to solve it. Build this product out (graphic design only) and strategize how to advertise it.
Product: Pocket Pantry - an imaginary app that allows users to curate mobile grocery lists and see which local stores carry the items they need. It also offers recipe ideas and an entire community within the app.
Results:
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graphic design of the mobile application and UX
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creative advertising strategies for
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inbound marketing
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outdoor advertising
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traditional advertising
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guerilla marketing
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digital advertising
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mockups
My Roles: product conceptualization, creative strategy, branding, graphic design, copywriting