Ogilvy - “Clean Energy” Trend Monitoring Brief

Conceptual Marketing Briefs

I researched the booming sugar-free energy drink market and created a competitive analysis brief for Ogilvy's beverage clients.

The insight: Celsius, OLIPOP, and Ghost dominate through entertaining brand personalities and meme culture, but they're ignoring what their audience actually wants—ingredient transparency and education around adaptogens, nootropics, and clean energy benefits.

I synthesized social media data, Google Trends research, and comment analysis to identify an untapped market (students, professionals, wellness-focused consumers beyond gym culture) and proposed a “Clean Energy" campaign concept positioned around transparency and community dialogue rather than entertainment.

The strategy included specific channels (TikTok for education, Reddit for authentic community), key messaging, and measurable KPIs focused on real-time engagement and response rates.

The recommendation: move forward immediately to own the education space competitors abandoned.

Macy’s - “The Art of the Offline” Strategy Brief

I developed a brand strategy brief for Macy's to position a speculative “Analogue Essentials" collection—a curated lineup of vintage staples like vinyl, journals, and film cameras—as a lifestyle shift toward intentionality and digital detox.

The challenge: how do you convince Millennials and Gen Z to choose physical products in a digital-first retail environment?

  • Dig into the analogue trend

  • Map Macy’s unique advantage (160-years of heritage storytelling)

  • Identify the core insight: customers want to slow down

The strategy leaned into Macy's “Tradition" pillar and proposed experiential channels—TikTok's “Digital Sunset" series, in-store analogue lounges, and Style Crew partnerships—to make “offline living" feel tangible and achievable.

I also created a mood board to help visualize the style.