My projects
"The content presented here represents my approach to developing marketing campaigns for these brands. It is created solely for my portfolio and is not for any other purpose."
CANADIAN TIRE (#FURSTLOVE )
This advertising campaign was developed for Canadian Tire's pet food category as part of an academic project. It included creating a comprehensive client brief, conducting meetings, target audience research, and crafting a creative strategy. Research revealed that first-time pet owners invest considerable effort in finding the best care products for their pets. The #FURSTLOVE campaign aimed to position Canadian Tire as a trusted brand in the pet food space by addressing these concerns.
Campaign elements:
Logo Design: A paw made of hearts symbolizes the deep love pet owners have for their pets. The logo would be prominently displayed in-store to guide customers to the pet section and featured on branded materials like paper bags and signage.
Projected KPI:
A projected 12% increase in purchase frequency for pet products, driven by heightened customer awareness of the pet section and encouragement to return more frequently for restocking.
CANADIAN TIRE (#FURSTLOVE )
Kiosk Installation for Pet Category
This kiosk design was proposed to assist new pet owners by offering personalized recommendations, enhancing their in-store experience. The UI/UX design was tailored to simplify the decision-making process for first-time pet parents, helping them find the best products for their pets.
Projected KPI:
A projected 10% increase in basket size for pet food purchases, driven by personalized recommendations provided through the kiosk.
CANADIAN TIRE (#FURSTLOVE )
Social Media Call-Out
Pet parents were encouraged to share photos and videos of their "fur babies" using the hashtag #FurstLove for a chance to be featured in Canadian Tire's next TV ad. This initiative aimed to foster community engagement and create emotional connections with the audience.
Projected KPI:
A 25% increase in social media engagement through likes, shares, and user-generated content.
10,000+ hashtag mentions within the first month across platforms such as Instagram, Facebook, and Twitter.
CANADIAN TIRE (#FURSTLOVE )
Event Mock-Up: Game and Groom
The "Game and Groom" event was designed to engage pet owners by offering grooming tips and interactive games. This experiential event aimed to build a stronger connection with Canadian Tire's pet category while offering giveaways to participants to enhance engagement. Key Performance Indicators (KPI): A 50% participation rate in the "Game and Groom" event. 15% of attendees making a purchase during the event.
Projected KPI:
A 10,000 participation rate in the "Game and Groom" event.
25% of attendees making a purchase during the event.
Ray Ban (Enhancing Customer Journey/UX)
On the Ray-Ban website, the conversion process currently involves five steps. By introducing a checkout option at the second step, customers who wish to purchase a single product without browsing further can complete their transaction more efficiently, reducing the process by two steps and enhancing the overall user experience
Projected KPI:
Conversion Rate Increase: A 10-15% improvement in conversion rates by streamlining the checkout process.
Baymard Institute. “18% of US online shoppers abandon their cart due to a long or complicated checkout process.” Baymard Institute.
Cart Abandonment Reduction: A decrease in cart abandonment rates by 20%, as customers can now complete purchases faster.
Baymard Institute. “69.57% of online shopping carts are abandoned, with a significant portion attributed to a complicated checkout process.” Baymard Institute.
Average Checkout Time Reduction: A 25-30% decrease in the average time it takes to complete a purchase.
National Institute of Standards and Technology (NIST). “Reducing steps in the checkout process can decrease the average checkout time, leading to a more efficient and user-friendly experience.” NIST.
Logo Design's
