cielle.
My Academic Projects
Through these projects, I have experienced and learned creating different types of marketing campaigns in the context of a team. At the same time, working independently to conduct brand audits and competitor analysis, which are essential skills for a marketer.
Thanks to this course, I've learned to not make quick assumptions about the market and brands while doing research, but rather to take a lot of data into consideration before jumping to conclusions. In the 1st assignment, we conducted a research plan for the client, then do deeper into collecting data, analysing and providing recommendations in the next assignments.
2. BOO - Singapore Brand-Launch Project
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Completed in 09/2023. This project was conducted during my Marketing Intelligence course at school, in which we had to conduct 3 consecutive assignments focusing on secondary & primary research, as well as strategic recommendations for our client to do B2C marketing. I'm in charge of:
- Secondary Research
- Data Collection & Running utilizing tools: SPSS and NVivo
- Analysing Data & Findings
Completed in 06/2023. This project was conducted during my Global Branding course at school, in which we have to chose a potential brand for international launching. I'm in charge of:
- Cultural Insights Hightlight (Singapore & The Philippines)
- Business Objectives, Timeline, KPIs & Budget
- Customer Insight, Big Idea & IMC Plan
This is a new and tough experience for me as this was my 1st time creating an IMC plan in a whole different country. Thus, I had to conduct a very in-depth market research and thoroughly evaluated local customer insights to come up with a feasible solution that suited BOO's vision, with a sensible budget. Fortunately, we received the highest mark of the course, which helped me to understand more what I'm capable of.
3. L'Oréal Brandstorm 2022 - The
HairXtreme Proposal
Completed in 03/2023. I'm in charge of Market Research, Brand Understanding, Objective & Customer Insight, as well as contributing ideas to our product.
Since my team chose to challenge ourselves with the competition's Tech Track, I had to try thinking out of the box to come up with an innovative, tech-driven idea, while adhering to the customer insight (We even consulted an engineer for this contest). Though I didn't get into the next round, this was still was still a great learning opportunity for me.
4. MB Bank - Social Media and Mobile Marketing Tet Campaign
Completed in 3/2023. I'm in charge of Customer Persona & Insight, Big Idea and deploying content for phase 1 and 3 of the IMC Plan. The Proposal got into top 10, however it wasn't picked up by MB Bank - our client at a course at school.
As this was the first time all my team members created a Mobile-Marketing campaign, our campaign lacked innovative, technology-driven ideas. Nonetheless, I learned hard from this on how to differentiate between IMC and solely mobile-marketing campaigns to enhance my skills in doing different campaign types.
Completed in 9/2021. I worked independently to conduct this brand audit in a course at school. This was my second time to dive into evaluating more of a brand deeply aside creating campaigns, which greatly improved my knowledge and skill of analyzing how brands approach customers.
6. P/S - Brand Content Audit
5. Marketing On Air 2022 - Zalo Pay Tet Gamification Campaign
Completed in 10/2022. I'm in charge of Market Research, Phase 2 & Timeline.
After being a Finalist of Maggi's digital-led campaign's project, I wanted to submerge myself in more campaign types, thus participated in this contest since it focuses on Gamification. However, my team did not proceed further due to the lack of feasibility and attractiveness of our idea. Nonetheless, it was a valuable attempt as I learned how to actually run this type of campaign through listening to the top candidates' pitch in final round.
7. Pizza Hut & Domino's Pizza -
Category and Competitor Review
Completed in 8/2021. This was the first time I've done something more involving brand analysis aside IMC plan, which requires understanding not only the brand alone but also its close competitors.
Similar to the P/S brand audit, I worked independently on this review. It was a memorable experience as I successfully used different tools to analyze brands' website and social media performance. It also helped me learn how to find reasons and improve a brand's engagement rate problem, and apply this skill to different works such as social media manager.
Completed in 6/2021. I'm in charge of Challenges, Customer Insight, Big Idea & Phase 2 of Campaign Execution.
As this was my first IMC plan, my research was limited and the insight I wrote lacked conciseness. Fortunately, thanks to a creative idea, Maggi - a client of a course I was studying at the time chose to listen to our idea. Overall, I learned to deploy my content more straight to the point, as well as how to work with a big team, which is a great foundation for my future projects.
8. Nestlé's Maggi - Digital Marketing Communication Campaign
9. GREENACTUS 2021 -
Green Phone Application Proposal
Completed in 5/2021. I'm in charge of Market Research, Step 1 & Business Plan.
This was the first contest I ever participated, it focused more on innovative start-up ideas than marketing, however, I tried to apply my marketing knowledge at the time to raise awareness for the product by utilizing social media. Our product concept perfectly fits the real world scene, as proven by Youtube's launch of a data saving feature (similar to our idea) just as we entered the final round, making my team became the champion.
