Project Type: Integrated Marketing Campaign

Duration: Semester-long

Tools: Qualtrics, Adobe InDesign, Adobe Illustrator, Adobe Photoshop, Adobe Premiere Pro

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Overview:
The Loverboy Marketing Campaign was my undergraduate capstone project, completed over a full semester. Our team began with secondary research, followed by primary research that included in-depth interviews and surveys conducted through Qualtrics. Using these insights, we developed a fully integrated marketing campaign for the brand Loverboy.

 

Campaign Elements:
We created a wide range of deliverables, including:

• Print Ads

• TV Commercials

• Instagram Posts & Stories

• Instagram Threads Ads

• Transit and Billboard (Out-of-Home) Ads

• Viral Video Ads (TikTok)

• Guerrilla Marketing Activations

 

Concept & Execution:
The campaign slogan, “Sip Into Love,” captured Loverboy’s playful and romantic brand identity. As a team, we built everything from scratch — from concept development to filming, editing, designing, and photography — giving us full creative ownership of the process.

 

Collaboration:
I had the privilege of working alongside a talented group of teammates, where we combined our skills in design, marketing strategy, and production to bring the campaign to life.