A summer well spent!

The setting: As part of my Creative Strategy internship at Digitas, I worked on the following brands. The work itself is confidential but you can stay on this page and read about exactly what I did and how I did it.

During my internship, I worked directly with the Digitas Visa team and a team of fellow interns. We all assumed roles within our discipline and pitched a deck for Visa’s new BNPL product “Visa Installments” to the clients.

Money matters and client pitches

What I did:

  • Conducted secondary research to mine consumer insights

  • Did social listening on our target audience and their relationship with finance and financial tools

  • Devised the strategy for the campaign pitch and created a storytelling strategy pitch deck for the creatives and the clients

How did I do it?

  • Used tools such as Mintel, Statista

  • Conducted secondary research on financial literacy and related trending hashtags

  • Monitored platforms such as Tiktok, Twitter and Instagram as part of the social listening practice

  • Did a competitive analysis to understand the existing relationship between our target and our competitors

A little (holiday campaign)

competition never hurt nobody 

Every year the Digitas Summer internship program conducts a challenge towards the end of the program wherein interns across the country compete to create a campaign pitch for a Digitas client. For the year 2022, that client was Under Armour and the interns were divided into teams and were asked to create a Holiday Campaign for Under Armour.

What I did:

  • Conducted secondary research to mine consumer insights

  • Used the social listening practice to learn about our target audience and their relationship with athletics and sports

  • Devised the strategy for the campaign pitch and created a storytelling strategy pitch deck for the creatives and the clients

How did I do it?

  • Conducted primary research by running a focus group interview

  • Used research database tools such as Mintel, Statista

  • Conducted secondary research on college athletes and mental health burnout among athletes

  • Monitored platforms such as Tiktok, Twitter, and Instagram as part of the social listening practice

  • Did a competitive analysis to understand the existing relationship between our target and our competitors

Ground control to Gen Alpha α

I worked with a fellow Strategy Intern to create a report on Gen Alpha for Digitas’ internal use and presented it to the North American strategy division at Digitas.

What we did:

  • Conducted secondary research to mine insights on Gen Alpha

  • Created a report on Gen Alpha for easy access and internal use for the strategy division at Digitas.

How did we do it?

  • Used research database tools such as Mintel and Statista

  • Researched topics such as purchase trends, purchase journey, consumer psychology, and generational characteristics in relation to Gen Alpha

  • Provided tactics clients could use to target Gen Alpha with their advertising efforts

A deep dive into cookie empires and

learning how the (mini) cookie crumbles 

I had the wonderful opportunity to work with a talented group of Senior Strategists and assist them with a new business pitch to win over Famous Amos as a Digitas client.

What I did:

  • Conducted secondary research on cookie brands and their popularity among our target

  • Used the social listening practice to learn about the “mini” trend in fashion, food, home decor, and consumer goods

  • Provided insights to help build the story for the pitch deck for clients

How did I do it?

  • Used research database tools such as Mintel and Statista

  • Monitored platforms such as Tiktok, Twitter, and Instagram as part of the social listening practice

Exploring Ad-land and Candyland 

The first project assigned to me at Digitas was to assist a Senior Strategist with creating a pitch deck for the clients, in order to lobby for creating a TikTok account for Kinder Bueno.

What I did:

  • Used the social listening practice to study the TikTok presence of our competitors and to understand how our target interacted with their content

  • Studied #foodtok and emerging trends under the hashtag

How did I do it?

  • Used research database tools such as Mintel and Statista

  • Monitored platforms such as Tiktok as part of the social listening practice