Project: Meme Culture POV

Date: March 2024

Task: As an Intern at BSSP, I created a comprehensive presentation analyzing meme culture's impact on advertising and marketing, exploring how memes can be effectively leveraged as a marketing tool while examining both successful and unsuccessful implementations.

Takeaways:

  • Businesses using memes are 60% more likely to attract purchases compared to traditional marketing

  • Meme-based campaigns have 14% higher CTR (Click-Through Rate) than typical marketing campaigns

  • The average lifespan of a modern meme is about 33% of a year, requiring timely implementation

  • Successful meme marketing requires content that is original, timely, and authentic

  • Memes represent the pinnacle of earned media when executed correctly

  • Both scenarios are possible: ads becoming memes (like Bud Light's "Wazzup") and memes becoming ads (like the Dune popcorn bucket)

Skills Used: Cultural trend analysis, marketing strategy development, visual communication, competitive analysis, brand positioning, market media analysis, content strategy, meme literacy, campaign analysis

Project: HEB Capstone

Date: Fall 2023

Task: As VP of 512 Studios, I led the development of a comprehensive marketing campaign for H-E-B supermarkets targeting college-aged consumers (18-24) in Central Texas to increase brand loyalty and app usage.

Takeaways:

  • Identified "demi-adults" as a distinct consumer segment transitioning to independence who seek brands that provide convenience, community, and authenticity

  • Conducted primary research with 696 respondents aged 18-24 in Austin and San Marcos, uncovering key insights about shopping preferences and brand perception

  • Developed the "Close to Home" campaign concept to position H-E-B as a source of comfort and stability during this life transition

  • Created targeted personas (Practical Pablo and Romantic Rachel) to guide strategic messaging and media placement

  • Designed a $636K integrated campaign across OOH, digital, experiential, and influencer channels to maximize reach and engagement

Skills Used: Market research, consumer persona development, strategic campaign planning, media mix optimization, digital integration, creative concept development, budget allocation, experiential marketing