Project: ESPN Creative Brief

Task: While interning at BSSP, I developed a comprehensive creative brief to increase ESPN app adoption among Gen Z and female consumers, focusing on converting 100 million potential users who weren't engaging with the platform.

Takeaways:

• Uncovered that Gen Z's entry into the workforce (projected to be 27% by 2025) creates a unique opportunity for ESPN as sports knowledge facilitates workplace connections

• Leveraged cultural insights about rising female interest in sports (particularly following the "Swift effect") and the prevalence of fandom culture

• Developed two strategic approaches: "Be Animated" to help Gen Z navigate workplace conversations, and "Break Down the Boys Club" to empower female sports fans

• Connected ESPN's comprehensive data-driven content to the insight that "defending your sports takes is easier when you have data to back them up"

Skills Used: Consumer segmentation analysis, insight development, strategic problem-solving, creative brief development, demographic targeting, competitive analysis, data interpretation, presentation design