Research

My team aimed to help Converse gain a competitive edge and resonate with 18–30-year-old college consumers. We conducted secondary, qualitative, and quantitative research to identify opportunities highlighting the brand’s practicality, timelessness, and self-expression. The resulting strategy emphasized native social media campaigns and word-of-mouth engagement.

Orangetheory Fitness faced a downturn in leads and brand awareness after COVID-19 closures. I analyzed target personas and developed a national media plan, recommending six media channels and a flighting strategy. The plan focused on targeted and digital placements to rebuild brand awareness, drive website traffic, and increase lead volume.