CAMPAIGNS

I worked with a group of 4 other classmates to create this advertising campaign for my OU Capstone class. We focused on repositioning the brand to a gen z audience. In the campaign, I did the secondary research through MRI Simmons, helped run focus groups and on-street interviews. I also sent out our survey we made to collect primary research data. Through our research, we found that Gen Z cared most about affordability, freshness, and appealing to their social lifestyle. We based our campaign around these facts. I contributed to the creation of our strategies, and I created the creatives with the headlines: “Good by yourself, better with friends, bueno” (Instagram), “Bueno Vibes only” (Instagram), “Bueno for your buck” (Instagram), “Feeling nostalgic? Join the club” (Facebook), and “Remember this taco? It’s even more bueno now” (Facebook). On Instagram, we focused more on creating that overall fun vibe for gen z. For Facebook, we still wanted to consider the original older audience so we based that off of a nostalgic factor. I helped with the secret menu items, as well as the party box QR code to win tickets to games. I also created the food truck, and the instagram “We’re not your old man’s country club.” This project prepared me for the advertising world, and for my last class before graduation, I feel prepared for the advertising work place.

December 2025 - February 2026

I created a full creative campaign starting out by running MRI data and finding the target audience, quintile report and psychographics. I then researched competitors, and created personas using the psychographics and target market. Using the quintile report and budget, I was able to create advertisements on social media and incorporating influencers, as well as creative strategies like a magazine advertisement, partnering with a non-profit, and collaboration events. My social media advertisements included picture graphics and short videos on platforms like Facebook, instagram, YouTube, and tik tok. At the end I created an original and cut-down budget as well as a calendar of when the ads would take place.

Team - Wagon Works Co. - Team of 10 - August 2025-December 2025

My Contribution: I focused more on data, research, and analytics in this campaign. I used MRI to find secondary research and competitive analysis in order to obtain the target audience as well as the quintiles for what platforms to use. I created the TV Spots and Paid Search Slides, as well as contributed to the creative of the magazine and coupon strategy.

Team: Reagan Wilder and I - August 2023- December 2023

My Contribution: For this Campaign, I contributed to the problem and reasoning background, the tagline, the idea and creation of the interactive 75 hard challenge and the storyboard idea and creation.