Projects
Dec 2021
Depop Brand Campaign
We crafted an integrated advertising campaign for Depop, a fashion marketplace app that allows users to buy and sell thrifted clothes. Depop's users purchase unique pieces that speak to them, connect with like-minded sellers, and express their individual style. Although Poshmark and ThredUp are similar to Depop, Depop’s competitive advantage is its younger loyal user base that is able to capitalize on trends through the clothes that its users sell. Based on primary and secondary research, our two main target markets are females in the 18 to 22 range and the 23 to 27 range. For those target markets, thrifting clothes is a key part of their personal style and an essential part of their personality. Based on those consumer insights, the goal of the campaign is to connect the online experience of using Depop to the in-store experience of thrifting at a secondhand store. Through print and digital advertisements, we would create a sense of community by supporting local sellers and bringing thrifted clothes directly to the users of Depop.
Dec. 2021
Analysis of Amazon Bestsellers on Tableau
I analyzed Amazon bestsellers from 1995 to 2020, based off a dataset from Kaggle. I showcased which authors frequently had bestselling books, which books frequently appeared in the list, and which formats were most popular. Based off the top ten authors on the list, I also analyzed how many of their books were on the bestseller list, the rank of those titles, and if the rank changed year over year. Additionally, I analyzed if there was a correlation between the rank of a title and the number of reviews, user rating, or price, but did not find a correlation for any of the variables based on linear regression.
Dec. 2021
Analysis of CitiBike Data
In a team project, we analyzed Citibike ridership data from January 2020 to April 2021. Based off this data, we analyzed where, when, and for how long Citi Bikers typically ride their bikes. We analyzed how ridership changes when broken down by gender, age, and whether a rider is a customer or subscriber.
Nov. 2021-Dec. 2021
Analysis of Human Development Index Using Python
The objective of this project was to analyze the Human Development Index (HDI) value from the United Nations. The HDI is based off three indicator variables: Life Expectancy, Expected Years of Schooling, and GNI (Gross National Income) Per Capita Income, so we analyzed the relationship between those three indicator variables as well as the distribution. We analyzed how the HDI value has changed in ten-year increments, from 2000 to 2019. In addition, we utilized the 2019 HDI value to separate countries into 'tiers,' based on which countries have very high human development (Very High), high human development (High), medium human development (Medium), and low human development (Low). Lastly, we analyzed the relationship between the Red List Index, an indicator that species are going extinct in a specific country, and the 2019 HDI value.
Feb. 2021-April 2021
Honda Media Plan
In a Media Planning and Buying class, our group was tasked to created a media plan for the Honda Reliant, a fictional electric car. Honda Reliant's goal was to break into the electric car market, while also appealing to drivers of hybrid vehicles. First, I researched the Toyota Prius, including ad spend, target analysis, and their creative strategy. I also found overall competitor information for main automotive companies, including their ad spend, market share, and sales of electric vehicles. From this data, I added in a Competitive Advantage slide to combine both overall and direct competitor information.
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Given that Honda Reliant wanted to steal hybrid drivers and target younger, environmentally-conscious consumers, our group decided on split segmentation. Through Mosiac segmentation, I focused on the older, financially-focused Mosiac groupings and younger, digitally savvy groupings.
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Based on the index of lifestyle statements using MRI Simmons, I researched media vehicles for the younger and older target markets. For the younger consumer, I focused on the streaming vehicles, based on the index in the digital or technology-based lifestyle statements. I then researched the Digital Media insights for Youtube and Facebook, as well as insights for the Business Press for the older consumer. Lastly, I added the Consumer Decision Journey for the Moment of Purchase and Post-Purchase promotion.
At the end of the class, our team had the most effective insights and creative strategy.
Feb. 2021-April 2021
Beginner SQL Database
For an Introduction to SQL class, I created a beginner SQL database using PHPMyAdmin, based on a sales catalogue from the International Sales division of Macmillan Publishing. The goal of the project was to pull basic SQL queries from the database, such as how many translators were in this catalogue or how many books were published by a specific imprint. In this database, I was able to account for multiple authors through a BookAuthor table. I also created a column in the 'Book' table labelled 'QuantitySold,' which was a randomly generated number unrelated to the actual sales figures in order to run arithmetic queries.
Feb. 2020-May 2020
Brand Campaign for DNA Denim
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Along with a team of 6 people, I completed a full brand campaign for a new upscale jeans brand that would be sold in Walmart stores. Our task was to research and define our target markets, create a full creative strategy brief, and brainstorm media tactics for the marketing budget, which included a full media plan.
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My task was to research and define the target markets, to which I collected data through MRI Simmons and surveys. Based on the data discovered, I segmented consumers into a younger millennial woman focused on career, and an older millennial women focused on family. Once we had the target markets, we were able to implement a full media plan and generate ideas for event promotion.
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The goal of the brand was to create a pair of jeans that are tailored to each individual customer, focusing on the unique individualism of millennial consumers. Through interactive workshops, customers can design their custom DIY jeans in a personalized experience that they can share with their loved ones.
At the end of this project, we were the most successful brand in the class.