CAMBRIA
My capstone project was three campaign challenges working for the countertop company, Cambria. A trade show was also introduced to showcase our work to the client. Each challenge was done in a different approach as to showcase all that we’ve learned during the four years at college. The class was split into five “agencies”. I was the Art Director for my agency, BLOOM IMC.
TRADE SHOW
When establishing our agency, standing out was important. We had one chance to impress the client and we did just that. Introducing the benefits and needs for environmentally sustainable marketing practices impressed the client (Cambria) as well as our handmade booth which was From conceptualization to the final execution, our eco-friendly booth was declared the winner of the trade show.
BLOOM took home the award for best trade show presentation.
Challenge #1
NFL PARTNERSHIP CAMPAIGN
“Create moments with Cambria”
Objective: Develop an awareness campaign to align to the following target: 18-65, male/female, $110k household income, NFL fan (all levels)
Budget: $2,000,000
Goal: The overall goal for Cambria is to build awareness regarding the new partnership with the Seattle Seahawks and the Dallas Cowboys. Targeting a new segment of consumers guarantees increased brand awareness and loyalty. By showcasing Cambria's new NFL partnership designs, super fans and consumers will be made aware of the opportunities to purchase a new countertop, courtesy of Cambria. Cambria’s foothold in the sports world will not only increase, but cement itself as the official countertop of the NFL.
Results: This campaign reached over 80% of the target audience during the peak of our marketing schedule.
Challenge #2
Cambria AR App Awareness and Engagement Campaign
Goal: Create awareness and increase engagement with Cambria AR app
Results: Higher user engagements and awareness by 15% within the first month increasing traffic to the Cambria Pinterest page by 27%.
Challenge #3
Expanding the current anti-vaping campiagn
Goal
To expand the current “They Lied. We Know.” high school campaign to teach about dangers of vaping.
To create a “They Lied. We Know.” campaign to be used in middle schools which would complement the high school programs.
To create a “They Lied. We Know.” social media campaign to increase student engagement and campaign exposure.