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the internet, interpreted by hana

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“Sally Girl” Concert Activation

“Sally Girl” Concert Experience Activation -  Role Model (March 25)

ORLANDO SALLY #rolemodel #noplaceliketour

Role Model is the newest example of a concert with an experiential, event-based engagement strategy. The “Sally Girl” is a short segment within Role Model’s 2025 tour where he invites one of his fans to perform the end of his new song “Sally, When The Wine Runs Out” with him on stage. This style of featured fan engagement has seen increased popularity, with notable examples including The 1975 Robbers Kiss, Sabrina Carpenter’s Juno Arrest, and Charli XCX’s Apple Dance. This is definitely not traditional experiential OOH advertising and relies heavily on digital UGC to increase desirability and FOMO(fear of missing out) in consumers, but this in-person interaction can drive memorability and interest in sales. 

The "Sally Girl" moment, and other similar interactions, often immediately increase the desirability of tickets as the value of attendance is inflated by the potential for a once-in-a-lifetime moment. The anticipation of being chosen makes fans feel emotionally involved, increasing brand loyalty and word-of-mouth marketing. Fans may be encouraged to buy better tickets just for a chance to be chosen. Although not a formal raffle, the random selection from the crowd aspect mimics prize-based marketing tactics, making ticket holders feel like they’re entering a high-value experience lottery especially when buying the pricier floor tickets. Fans may strategise to increase their chances (ie. being at the front of the crowd or dressing distinctively), deepening their participation and investment in Role Model.

As seen at Role Model and other examples listed above, including fan interaction or unique opportunities within each concert, consumers believe that they could be chosen, if they don't go, they miss out. This effect turns concerts into cult-like, must-attend events. Artists who gamify or personalise their shows to their audience can build long-term brand equity.

As part of a larger marketing campaign, these segments do not need to be explicitly promoted. In fact, allowing the audience to share their experience at the show and moment is far more effective in creating this FOMO, making it a highly low-cost tactic. These fan participation moments function as free live marketing campaigns, leveraging social media virality to boost future ticket sales. This aligns with how brands use experiential activations (e.g., Coachella pop-ups, influencer meetups) to create demand. By increasing the value of the tickets(potentially a once-in-a-lifetime opportunity) driven by audience members who are “advocating” for the experience, the emotional attachment to the “what-if” increases demand. 

Florida International University. (n.d.). The impact of fan engagement on the music industry. FIU Digital Commons. https://digitalcommons.fiu.edu/cgi/viewcontent.cgi?article=5374&context=etd HomesickStella. (2025, March). Fan engagement moment at live event [Video]. TikTok. https://www.tiktok.com/@homesickstella/video/7481876326941527327 HyperTribe. (n.d.). The importance of fan engagement in the music industry. HyperTribe. https://hypertribe.com/post/the-importance-of-fan-engagement-in-the-music-industry/ Tickera. (2023, October 12). The psychology of event ticketing: Understanding the dynamics of demand and pricing. Medium. https://medium.com/@tickera/the-psychology-of-event-ticketing-understanding-the-dynamics-of-demand-and-pricing-4dacfac97512

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“New & Now. Navy & Brown” Miista Email

“New & Now. Navy & Brown” Miista Email marketing campaign Spring/Summer 2025 (SS25)

This promotional email from Miista executes a creative visual storytelling approach rather than a direct sales pitch, reinforcing the brand’s positioning as a bold, creative, and boundary-pushing fashion brand. Especially with fashion and aesthetic-based brands and products, without a good visual brand and a strong editorial concept, consumers are overwhelmed with information and advertising and will overlook your brand. However, Miista works to visually storytell and promote a lifestyle and aesthetic their consumers aspire to. 

Immediately upon opening the email, the minimalistic layout with clean, white spaces ensures a luxury aesthetic rather than a pushy sales email, and the GIF elements add movement, making the email more dynamic, modern, and engaging. The simple choice of flipping the image of the boot upside-down suggests Miista’s ethos of challenging norms, a classic brand identity reinforcement strategy. This ethos is supported further by the copy which frames navy and brown as an “overlooked” color combination. The phrase "Why would we overlook something that nobody else is doing?" encourages the recipient to see themselves as bold and ahead of trends with Miista. This message implies that wearing brown and navy is rare and fashion-forward, making the readers feel like they’re part of an exclusive group if they adopt the trend. Like in Mad Men, this Miista email sells a concept of luxury, inspiration, and uniqueness to appeal to customer’s emotions, this mindset increases engagement and purchase intent.

The minimalism in this email is reflective of Apple’s branding strategies. Through simplicity and striking modern visuals, the brand can emulate an editorial, conceptual, and thought-provoking luxury image. This strategy is common in high-fashion advertising, where exclusivity and conceptual storytelling replace direct promotion. As described in Chapter 12, the email greeting follows best practices, "Hi Hana" is personalised to increase engagement and open rates. Unlike many promotional emails, this one does not contain a discount, promotion, or prices, further reinforcing this luxurious image. Instead, the bold CTA “DISCOVER NEW SPRING SUMMER 25” directs and ensures easy navigation to the brand’s website.

This email intends to invite curiosity, "there's a story behind how we found ourselves in this unconventional color combination."

CR8 Consultancy. (n.d.). How minimalistic design boosts brand impact online and offline. CR8 Consultancy. https://cr8consultancy.com/how-minimalistic-design-boosts-brand-impact-online-and-offline/

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The Ordinary OOH Billboards (2024)

​The Ordinary's 2024 OOH campaign, takes minimalism and simplicity from a different approach. The billboard takes a visually minimalist approach literally, and emphasises science over celebrity endorsements or flashy visuals. The campaign included a few different similarly styled stark white backgrounds with concise text detailing the product's ingredients and benefits, consistent with The Ordinary's commitment and branding to transparency and efficacy.​

The campaign used very minimal visuals, a nearly plain background, straightforward typography, and mentions of product ingredients,. “2% Salicylic Acid” and “10% Niacinamide”, which supports the brand message of authentic, scientific transparency. Especially in highly saturated markets like skincare and beauty, consumer perception and trust in the brand are typically increased with mentions of scientific studies or concrete evidence, making this an effective strategy to stand out against traditional beauty marketing claims. This choice aligns perfectly with their existing product packaging, reinforcing brand recognition and consistency; directing all attention solely to the product's details. While some may not immediately understand the scientific language, most viewers curious or knowledgeable about skincare would be curious about the science behind skincare. This approach differentiates The Ordinary from competitors and reinforces the brand identity similar to its packaging and website.​

This campaign focused mainly on communicating that skincare efficacy should not rely on endorsements or influencers but transparent, scientific proof. This resonates with a growing demographic of informed, skeptical, and ingredient-conscious, particularly younger, digital-first skincare consumers, seeking honesty and proof over aspirational lifestyle marketing. By focusing on the product's scientific aspects, The Ordinary remains loyal to its messaging, appealing to consumers who prioritise ingredient transparency over paid endorsements, fostering trust and credibility, and handing the responsibility to viewers for informed decision-making. 

By ignoring traditional advertising tropes and focusing on facts, The Ordinary speaks to a target audience that values honesty and science over “aesthetic branding” while still maintaining visual intrigue. This ad is visually comparable to the Calm Election Night ad, but instead of silence, the visuals are plain,  relying significantly on the noticeable difference from the ad’s surroundings to stand out. This strategy intends to enhance brand loyalty and position the company as a trustworthy authority in the skincare industry.​ The Ordinary's stripped-back OOH campaign successfully leverages minimalist design and a focus on scientific transparency to engage consumers, reflecting a broader shift towards authenticity in advertising.

DesignRush. (2024). The Ordinary breaks the norms of skincare advertising. DesignRush. https://www.designrush.com/news/the-ordinary-breaks-the-norms-of-skincare-advertising The Drum. (2024, May 10). Ad of the day: The Ordinary’s stripped-back OOH prioritizes science over celebrity. The Drum. https://www.thedrum.com/news/2024/05/10/ad-the-day-the-ordinary-s-stripped-back-ooh-prioritizes-science-over-celebrity Uncommon Creative Studio. (2024). Science over celebrity: Premium skincare brand The Ordinary launches brand campaign. Medium. https://uncommon-creative-studio.medium.com/science-over-celebrity-premium-skincare-brand-the-ordinary-launches-brand-campaign-86cc9a74978b

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Louis Vuitton x Takashi Murakami: A 20-Year Love Affair

Digital & Print Campaign

Model: Zendaya

Dec 2024

At the end of 2024, Louis Vuitton brought back one of their most iconic collaboration with Japanese artist Takashi Murakami to mark the 20th anniversary of their initial partnership. The campaign, represented by actress and fashion icon Zendaya, reintroduces and reinvents Murakami's infamous designs to a modern audience who consume both digital and print fashion content.​ I saw this particular print on Vogue. 

Zendaya has been an iconic figure in fashion and celebrity spaces, increasing in popularity, particularly amongst Gen-Z and Millenials who grew up with her. This particular Louis Vuitton collaboration has also been desirable within this age demographic who popularised the y2k, “McBling” fashions of the early 2000s, likely seeing the original collaboration associated with popular figures like Paris Hilton, Kim Kardashian, and a long list of aspirational socialites and celebrities. While these younger audiences may not be able to afford this luxury collection, the combination of Zendaya with this iconic look elevates the product from its initial associations while maintaining its desirability. 

This reimagined collaboration has garnered significant attention especially since vintage pieces from the original collaboration have been experiencing a resurgence in popularity on resale sites and stores in the last few years with the 90s-00s fashion trends returning. The desirability of the iconic collaboration has been clear through online discourse, but following the campaign's announcement, platforms like Vestiaire Collective reported a 99% decrease in listings for these items, accompanied by a 60% increase in prices, indicating a more relevant and heightened demand, and collector interest(Vogue UK, 2024).

Nostalgia and brand recall from the original collection likely contributed to the success of the collection amongst older consumers. While younger audiences can aspire to purchase a resold version of this, older generations who may have missed their opportunity during the first release may be inspired to make the purchase. Distinctively bright and colourful, the new collection emotionally appeals to fashion-forward audiences who read print magazines such as Vogue would immediately recognise. 

Featuring Murakami's distinctive colorful prints, the collection seamlessly reintegrated into Louis Vuitton's classic designs as they did 20 years ago. Staple Louis Vuitton items such as the Pochette, Speedy bags, and accessories are reimagined with the artist's playful characters and motifs. 

Vogue UK. (2024). Vintage Louis Vuitton x Takashi Murakami bags surge in popularity after re-edition launch. Vogue UK. https://www.vogue.co.uk/article/vintage-louis-vuitton-takashi-murakami-bags

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Save What You Love Print Ad

Brand: Stella McCartney

Model: Alex Consani

Winter 2025

Fashion, especially mid-high to high-end fashion, has been increasingly prioritising sustainability and environmental protection efforts to appeal to increasingly eco-conscious consumers. Stella McCartney has been known for promoting sustainable and conscious fashion, this campaign highlights animal protection and ethical material choices. 

Here, Alex Consani- a popular model amongst younger, digital-first consumers and the Model of the Year 2024- is in a pinstripe suit, holding a Stella McCartney handbag with a pigeon perched below the text that reads “Save What You Love”. This pairing of luxury high fashion and an AI-generated dove encapsulates the collection, made of 96% responsible materials and free of animal leather, furs, feathers, etc. Doves often symbolise purity and peace, potentially signaling a cruelty-free fashion industry pure from damage to the environment or animals. Like the bird, the materials are man-made, and the ad and the collection are environmentally conscious and animal-free, yet they are still beautiful and intriguing. 

As the world and consumers shift, so do industries and marketing. Many consumers, especially younger ones, expect companies to align with their social and political values, including sustainability. The ad appeals to emotional decision-making from Chapter 5 of the text; the copy appeals to their ethical values, making consumers feel that purchases and loyalty to Stella McCartney contribute to a greater cause. Rather than focusing on functionality or price, the ad leverages ethical values to create a deep consumer-brand connection. The minimalist color palette and simple visuals with bold red text highlight the text as the most impactful element, emphasising their values.  

The stark background and bold typography enhance the campaign’s high-fashion aesthetic while reinforcing the urge toward ethical consumption and a sustainable fashion industry. The ad's minimalism, imagery, and bold text align with modern luxury advertising trends, while contrasting subjects (Alex Consani and an AI-generated dove) interplay fashion, nature, and AI, making it feel contemporary and thought-provoking(Chapter 8). 

The advertisement is memorable and provokes readers to reconsider their purchasing behaviours to “save what you love”, save animals and the planet through conscious consumption and “save what(items) you love”.  

V Magazine. (2025, March 10). New Stella McCartney ‘Save What You Love’ campaign stars Myha’la, Alex Consani, and more. V Magazine. https://vmagazine.com/article/new-stella-mccartney-save-what-you-love-campaign-stars-myhalla-alex-consani-and-more/

Elle. (2025, March 15). Best Spring/Summer 2025 fashion campaigns [Photograph]. Elle. https://www.elle.com/fashion/g62383774/best-spring-summer-2025-fashion-campaigns/

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Tyler, the Creator’s Coachella Billboard

OOH Billboard marketing, especially to gain online and in-person attention(often with humour), is frequently overlooked by modern marketing teams, especially for major music artists. As more and more brands, people, artists, and companies focus their attention to digital marketing, Tyler the Creator, amongst others like Sabrina Carpenter, utilised a humour and personality-driven, strategically placed, memorable, readable, and visually striking billboard to send a message to their fans and other guests arriving to Coachella Music Festival in Indio, California. The billboard further encourages UGC and sharing to those not attending the festival.

Tyler, the Creator is known as an outspoken, humorous, and a bit of a brat(wink). His visual branding is often associated with his clothing brand, Golf Wang: bright, colourful contrast, playful fonts and imagery. Each album or era is tied to a particular colour palette, font, and style, but his personality remains authentic. The Coachella billboard exemplifies OOH advertising defined by Arens while remaining unwavering with Tyler’s distinct brand. According to Arens, OOH advertisements should be simple and readable so as to be understood in seconds with short, bold text, memorable and visually striking to make an instant impact using typography, contrast, and simplicity, and strategically placed to reach a targeted audience in a high-traffic area. 

“I WOULD LOVE TO SEE Y’ALL FACES AND NOT YOUR PHONE LIGHTS” Red text on a white background is an eye-catching combo, ensuring readability and impact from a distance. The billboard is strategically placed near the festival grounds to encourage excitement while driving to the festival and target loyal (paying) fans attending his live performances. The copy is something Tyler would or has organically said to his audience, making it distinguishable to those familiar with his personality.

Visually reminiscent of classic billboard campaigns from Coca-Cola and McDonald's, minimalist designs and strong branding cues make messages instantly recognisable and effective. In this case, the custom font is recognisable to loyal fans, while curious viewers must wait to get closer to see his signature at the bottom. The passive aggressive, sarcastic instructions given to the audience were also part of this strong branding as his personality is a large contribution to Tyler, the Creator. Tyler’s handwritten signature and smiley face are reminiscent of a note or letter you may have received, making the billboard feel like a message to the readers rather than a corporate advertisement.

In Mad Men, Don Draper stressed the importance of emotional connection rather than just selling products. This is evident in Draper’s Kodak Carousel pitch, where nostalgia and storytelling sold a feeling. Similarly, Tyler’s billboard doesn’t promote an album, merch, or even attendance; rather, it promotes an experience, directing fans to actively engage with and experience his live performance instead of recording it. This aligns with Mad Men’s philosophy that great advertising should sell emotions, lifestyles, and behaviours.

Tyler’s message stands out because it doesn’t follow the typical structure of a music artist ad (ie. “BUY TICKETS NOW”,  “ALBUM OUT NOW”, “SATURDAY 6 PM MAINSTAGE”). Instead of passive consumption, Tyler delivers a cultural statement, provoking readers to think about their behaviour at concerts, not just his own. In the last few years, “not a phone in sight” and similar sarcastic comments have become popularised under concert videos online, insulting the “phone-eats-first” behaviour at live experiences seen in the digital age. Tyler is connecting with his largely digital-first audience tangibly. Ironically, many posted about and with this billboard, which is how I discovered it. Though it feels contradictory to the message, I believe this was somewhat intended to maximise reach, Tyler knows his audience is chronically online, and many are creators. This message is applicable to any live event or concert This approach, like Brat, is reminiscent of Calvin Klein’s provocative '90s billboards, which challenged social norms and invited controversy. Apple’s 1984 campaign used minimalist advertising to disrupt expectations and make a cultural statement. The “not a phone in sight” meme from the artist's perspective provokes deeper thought and changed behaviour at concerts, making it more memorable and relevant.

Flight House Radio. (2024, March 10). Which Coachella 2024 Billboard is your fave? 😎☀️🌴 [Photograph]. Instagram. https://www.instagram.com/p/C5pfE-VrYr_/

Kim, S. (2018, October 3). The 'not a cell phone in sight' meme perfectly mocks our nostalgia obsession. Mashable. https://mashable.com/article/not-a-cellphone-in-sight-meme

Simko, C. (2021, April 27). The power of static OOH in the digital era. Forbes. https://www.forbes.com/councils/forbestechcouncil/2021/04/27/the-power-of-static-ooh-in-the-digital-era/

Sherman, J. (2022, February 16). Billboards present a unique opportunity for marketers and musicians. Rolling Stone Culture Council. https://www.rollingstone.com/culture-council/articles/billboards-present-opportunity-marketers-musicians-1312251/

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PARTYGIRL: Charli XCX x Boiler Room Ibiza

Brand: Boiler Room x Charli XCX Campaign: "Charli XCX Presents: PARTYGIRL Ibiza" Year: 2024 Media Channel: Live Event, Social Media, YouTube Livestream Link: Boiler Room: Charli XCX | Ibiza 2024

Charli XCX’s 2024 Brat album campaign was arguably the most notable marketing event in modern pop music history. Though Charli’s audience primarily exists in hyper-online, niche internet spaces, the campaign itself leaned heavily into real-world activations, proving that physical, location-based marketing still holds power in a digital-first era. Instead, the campaign relied on Charli’s existing relationship with internet subcultures and her loyal fans to mass-distribute this content online. Event/experiential marketing and the album cover/branding were Brat’s most impactful and prioritised marketing tactics.

The UK and European markets saw major physical activations, including the London Brat Remix Walls, the traveling digital billboard trucks teasing remix collaborators, and the Ibiza Boiler Room event. The experiential, event-based, and guerrilla-style marketing strategies relied on fan engagement, remix culture, and club scene visibility to amplify the album’s reach organically across social media. During the promotional campaign for Charli XCX's album 'Brat' and its remix edition 'Brat and It's Completely Different but Also Still Brat' she executed IMC that effortlessly brought her chronically online fans, very outside.

The London Brat Wall & Digital Billboard Trucks — OOH marketing through billboards(Variations include Brat, ShyGirl, Jon Hopkins, the 1975) digital trucks highlighting the remix collaborators (The 1975, George Daniel, Kesha, etc.) generated in-person physical interaction with the brand, encouraging UGC and curiosity in high-traffic areas. As seen in Brat’s other assets, the street-level style resonates especially with music fans and social media users. Additionally, the featured artists promoted on the digital trucks drive more curiosity; The 1975, a prominent UK band, is personally associated with Charli through friendship and her engagement to drummer George Daniel. London is a central hub for music subcultures and nightlife so the Brat Wall & digital trucks were strategically placed to ensure they were seen by these audiences who are interested in dance music, DJs, and remix albums.

“PARTYGIRL Boiler Room” Ibiza — A sequel to her Boiler Room activation in Brooklyn, NY, the immersive, messy, sweaty, carefree event solidified Charli’s credibility within the European dance/club/festival scene, reinforcing her ‘party girl’ brand in a setting synonymous with global/European club culture. Pop stars rarely enter Ibiza's electronic scene, specifically to promote their albums.

Choosing Ibiza gave Charli an edge over mainstream pop acts, the reputation as a European party capital reinforced her brand identity in dance music-heavy regions. She also appeared at multiple clubs across London during her album release, in her “brat-mobile” further emphasising her “I’m everywhere” party girl brand.

Rather than traditional paid ad placements or algorithm-heavy digital promotions, the Brat campaign trusted in word-of-mouth and aesthetic/lifestyle-driven advocacy through Charli’s existing cultural influence, particularly among alternative pop, dance, and hyper-digital music subcultures. These promotional tactics effectively generated buzz and anticipation for the Brat and the remix album through physical installations, associations with existing music subcultures, and encouraging digital engagement to connect with European audiences.

Charli XCX. (2024, January 12). Charli XCX - Party Girl (Boiler Room Ibiza DJ Set) [Video]. YouTube. https://www.youtube.com/watch?v=T3gcbYL2VMg

Kesha Discord [@KeshaDiscord]. (2024, February 6). Kesha mentioned on Charli XCX promotional truck in London [Photograph]. X (formerly Twitter). https://x.com/KeshaDiscord/status/1779765182002045387

Sucve, R. (2024). Charli XCX and the masterclass of modern branding: What you should do for your next launch. LinkedIn. Retrieved from https://www.linkedin.com/pulse/charli-xcx-masterclass-modern-branding-should-your-next-kitchen-sucve/

xcxshake [@xcxshake]. (2024, April 7). Charli XCX Brat Remix OOH advertising featuring George Daniel [Photograph]. X (formerly Twitter). https://x.com/xcxshake/status/1841204490625827297

xcxshake [@xcxshake]. (2024, April 8). Charli XCX Brat Remix billboard "Sex Tape" spotted in London [Photograph]. X (formerly Twitter). https://x.com/xcxshake/status/1841462907659251780

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Krispy Kreme Introduces Donuts to France

Brand: Krispy Kreme

Campaign: "Introducing Donuts to France"

Year: 2024

Media Channel: In-Store Promotions, Themed Campaigns

Link: Krispy Kreme France Official Website

In 2024, Krispy Kreme successfully launched in France through bold, provocative marketing that blended disruptive marketing with the brand’s playful identity. Given France’s strong bakery culture and deep-rooted traditions in pastries and desserts, Krispy Kreme’s rapid success was surprising.

Opposed to trying to adapt to French tastes, Krispy Kreme relied on bold marketing tactics, using provocative messaging and guerrilla-style campaigns that positioned donuts as an exciting alternative to traditional French pastries. In-store promotions, themed campaigns, and controversial OOH advertising directly challenged local pastry staples like macarons and croissants, creating both buzz and debate. The biggest competitors to Krispy Kreme were local bakeries, deeply ingrained in the French culture. Unlike Dunkin’ Donuts, which failed to penetrate the French market by unsuccessfully blending overly American offerings with local preferences, Krispy Kreme chose authenticity and humour over localisation. Krispy Kreme’s strategy was more similar to Starbucks' approach, balancing its global brand identity with locally tailored marketing rather than fundamentally altering its core product line.

French culture emphasises moderation, quality, and freshness. Krispy Kreme understood these values and promoted donuts as occasional indulgences, aligning with the perception of certain pastries as treats by drawing comparisons to macarons. OOH assets highlighted the fun, indulgent nature of Krispy Kreme’s donuts by playing into politically and culturally relevant humour, rather than focusing on sweetness or qualities that could be viewed as excessive in France.

Influencer marketing played a crucial role in this strategy, using local food bloggers, lifestyle influencers, and digital creators to introduce Krispy Kreme to French audiences as a trendy, social-media-driven indulgence rather than traditional fast food.

Ultimately, Krispy Kreme’s entry into France demonstrates that global brands do not always need extensive product localisation to succeed. Instead, a strategic combination of strong brand identity, well- researched culturally provocative advertising, and smart digital marketing can effectively capture consumer interest even in markets deeply rooted in tradition.

AdForum. (2024). Krispy Kreme: Ouverture 1 [Advertisement]. Retrieved from https://www.adforum.com/creative-work/ad/player/34689102/krispy-kreme-ouverture-1/krispy-kreme

CNN. (2023, December 8). Krispy Kreme opens in Paris and customers queue for hours. Retrieved from https://www.cnn.com/2023/12/08/business/kripsy-kreme-paris-open-store/index.html

Le Monde. (2024, October 19). Donuts, sweet beer, cheese bites: French eating habits are turned upside down by marketing. Retrieved from https://www.lemonde.fr/en/economy/article/2024/10/19/donuts-sweet-beer-cheese-bites-french-eating-habits-are-turned-upside-down-by-marketing_6729843_19.html

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Get Almost Anything: Uber Eats

Brand: Uber Eats

Campaign: "Get Almost Anything" (2024)

Media Channel: Digital Out-of-Home (DOOH) Campaign

Link: Uber Eats Canada DOOH 

In 2024, Uber Eats launched its humorous and intriguing "Get Almost Anything" digital out-of-home (DOOH) campaign across major Canadian cities. The campaign creatively emphasised Uber Eats’ extensive product selection by showcasing absurd items that could not be delivered, drawing attention to the convenience and versatile applications of their service. There are many variations of this ad with different items, specialised to different international markets. 

There was not exact information regarding the location of these ads, however, this ad was likely targeted to more linguistically flexible markets like Toronto, Vancouver, Montreal, and Calgary, Ontario or Nova Scotia, where major national campaigns are typically seen. Quebec enforces strict language laws, particularly the Charter of the French Language. This requires advertising and all public communications to be predominantly in French meaning Uber Eats could not use this exact asset in Quebec, and the DOOH campaign would need to be translated to ensure compliance. Quebec also tends to exhibits a stronger attachment to local food traditions and neighbourhood markets, potentially affecting Uber Eats’ success and effectiveness in Montreal compared to Toronto or Vancouver.

The playful strategy aligns with standard OOH marketing best-practices with a minimal, simple, eye-catching visual and strong, recognisable branding. This strengthens the brand identity and recall in viewers who view the ad. Strategically placed above roads, highways, etc in the major cities, the ad is targeted to commuting, busy, working individuals who can afford, and have the necessities for this type of service. Most people in urban environments are familiar with, or have used UberEats, but by showcasing items available to deliver, viewers can also be reminded of items they may need and be encouraged to browse.

Government of Québec. (n.d.). Modernization of the Charter of the French language. Retrieved from https://www.quebec.ca/en/government/policies-orientations/french-language/modernization-charter-french-language

Investment Monitor. (2022, May 6). What are Canada’s largest cities? Retrieved from https://www.investmentmonitor.ai/features/canada-largest-cities-toronto-montreal-calgary-ottawa

Little Black Book. (2024). Uber Eats launches new “Get Almost Almost Anything” campaign. Retrieved from https://lbbonline.com/news/uber-eats-launches-new-get-almost-almost-anything-campaign

Vistar Media. (2024). The best of Canadian DOOH ads in 2024. Retrieved from https://www.vistarmedia.com/blog/2024-canada-dooh-ads

Watson, S. (2023, April 28). 10 Largest cities in Canada. HowStuffWorks. Retrieved from https://animals.howstuffworks.com/snakes/largest-cities-in-canada.htm

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Debí Tirar Más Fotos (Influencer Collaboration with Jess Judith)

Brand: Bad Bunny

Campaign: Debí Tirar Más Fotos (Influencer Collaboration with Jess Judith)

Year: 2025

Media Channel: Social Media, IMC/IGMP

To promote his album 'Debí Tirar Más Fotos,' Puerto Rican musician Bad Bunny collaborated with Dominican lifestyle influencer Jess Judith. They posted a viral salsa dancing video that amassed over 16.3 million views, naturally blending influencer album promotion with authentic cultural representation. The massively positive reception, UGC, and online conversations about this campaign exemplify a strong understanding of Bad Bunny’s target market and regionally specific cultural preferences, remaining loyal and authentic to his brand identity.

Social media marketing has played a major role in Bad Bunny’s marketing and success. His campaigns are typically created with algorithms on TikTok, Instagram, and YouTube in mind. This aligns with Central America and the Caribbean’s widespread use of mobile devices, high social media/digital penetration, and content consumption and sharing behaviours allowing the campaign to go viral. This example is meant to create pride and conversation through collaboration with popular influencer Jess Judith. Because music and dance are a massive part of Central American identity and culture, salsa dancing in the video reinforces their cultural pride and connects deeply with regional audiences. 

“Chronically online” viewers are likely already aware of Jess Judith and this unexpected pairing created even more buzz. Since Bad Bunny and Judith are both known for embodying authentic cultural representation, each attracts their respective share of loyalty and advocacy. Jess is an aspirational yet relatable figure, supporters feel represented by her, making the campaign resonate well with digital-first audiences. This strategic choice of Judith was further supported by her existing love and advocacy for Bad Bunny. This campaign showed a “reward” for her and her follower's loyalty to Bad Bunny. Additionally, the Dominican Republic and Puerto Rico share historical and linguistic ties, ensuring the campaign’s cross-border cultural appeal even with nationalistic viewers. The support of both audiences was intertwined to create a massively successful promotional video that raised the brand image of Bunny and Judith.

Bad Bunny HR. (2024, March 15). Bad Bunny's influencer collaboration with Jessica Judith [Photograph]. Instagram. https://www.instagram.com/badbunnyhr/p/DEv8bohNpAy/

Benoposts. (2024, March 17). Jessica Judith and Bad Bunny salsa dance promo [Video]. Instagram. https://www.instagram.com/benoposts/reel/DEnyV4ZhFrM/

Benoposts. (2024, March 17). Bad Bunny's viral salsa promo with Jessica Judith [Video]. TikTok. https://www.tiktok.com/@beno.posts/video/7458359569308241157

Ponce, N. (2024, March 17). Bad Bunny’s marketing team just launched the best influencer marketing collaboration. LinkedIn. https://www.linkedin.com/posts/nicolecponce_bad-bunnys-marketing-team-just-launched-activity-7284336184430919681-TXg5

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Balmain x Pop Mart CNY Mega Space Molly 1000%

Brand: Balmain & Pop Mart

Campaign: "Balmain x Pop Mart CNY Mega Space Molly 1000%"

Year: 2024

Media Channel: Limited Edition Product Release, Social Media, Retail Events

Link: Jing Daily - Balmain x Pop Mart CNY 

For the 2024 Chinese New Year, luxury fashion house Balmain teamed with Pop Mart, China's largest art-toy business, to create a highly exclusive Mega Space Molly 1000% figurine. This collectible combined luxury fashion and the collector market, capitalising on the massive Chinese luxury market and Pop Mart's enormous popularity among younger Chinese shoppers. Each 70-centimeter miniature has elaborate design features inspired by Balmain's renowned trademark. The limited edition Mega Space Molly 1000% collaboration featured 999 figures, each priced at 5,999 RMB (about $844 USD) and sold at Pop Mart stores and online. The figurine is a dramatic red and black colour palette with gold accents inspired by Balmain's trademark bag clasps.It has a Balmain monogram pattern handheld space camera and mixes luxury aesthetics with Pop Mart's iconic designs.

Foreign firms entering China face a highly complex regulatory landscape that includes demanding product approval processes, rigid guidelines for marketing communications, and required agreements with existing local partners or sponsors. China's regulations often require foreign brands to collaborate closely with domestic entities, especially in sensitive industries such as luxury goods, technology, and media. Balmain carefully streamlined this process by teaming with Pop Mart, a respectable and well-known Chinese brand with vast experience in product launches and consumer marketing. Pop Mart's extensive infrastructure, market credibility, and regulatory compliance record considerably reduced possible barriers for Balmain. This collaboration not only simplified regulatory complexities linked to product approvals and marketing tactics, but it also increased Balmain's local credibility and facilitated its entry into the extremely competitive Chinese luxury market.

https://jingdaily.com/posts/balmain-and-pop-mart-release-999-limited-edition-space-mollys

https://daoinsights.com/news/pop-art-pop-mart-and-balmain-release-limited-edition-figurine/

DAO Insights. (2024, February 6). Pop art: Pop Mart and Balmain release limited-edition figurine. Retrieved from https://daoinsights.com/news/pop-art-pop-mart-and-balmain-release-limited-edition-figurine/

Jing Daily. (2024, February 8). Balmain and Pop Mart release 999 limited-edition Space Mollys. Retrieved from https://jingdaily.com/posts/balmain-and-pop-mart-release-999-limited-edition-space-mollys

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The Tabby Shop: Coach Pop-Up

Brand: Coach

Campaign: "Coach's Fall 2024 Bodega-Inspired Pop-Up: The Tabby Shop"

Year: 2024

Media Channel: Experiential Retail, Pop-Up Store

Coach opened a special pop-up store in Niigata Isetan in Japan in the fall of 2024, cleverly designed as "The Coach Tabby Shop" with a retro NYC bodega touch. This creative venture aims to combine Coach's luxury apparel with the quintessential charm of New York City's corner boutiques, providing shoppers with a cute, photogenic, immersive shopping experience. 

Tokyo, as a leading fashion city, attracts some of Asia's wealthiest consumers. The pop-up's design was reminiscent of a vintage New York City bodega, complete with candy stripes and quirky merchandise displays. This themed setting created an immersive environment that resonated with Japanese/Asian consumers, allowing them to experience the New York City scene much closer to home. The ideal location of Niigata Isetan ensured high foot traffic and exposure among luxury fashion customers. Japan's subcultures and particular interest in Western culture, made the bodega-themed pop-up particularly intriguing to this market. Coach created a culturally relevant, memorable shopping experience by immersing their customers in American street culture with Japanese retail preferences, appealing to the interests and preferences of local shoppers.

Ogiste, D. (2024). Coach takes the New York City bodega to Japan [LinkedIn post]. LinkedIn. Retrieved from https://www.linkedin.com/posts/davidogiste_coach-takes-the-new-york-city-bodega-to-japan-activity-7251487313300459520-dN6Z/

WindowsWear. (2024). Coach’s fall pop-up arrives: A Tabby Shop with a NYC bodega twist at Niigata Isetan. Retrieved from https://www.windowswear.com/coachs-fall-pop-up-arrives-a-tabby-shop-with-a-nyc-bodega-twist-at-niigata-isetan/

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"Ten Days Release Party"  Fred again.. 

Brand: Fred again.. 

Campaign: "Ten Days Release Party" 

Year: 2024 

Media Channel: Live Event, Social Media, YouTube Livestream 

Link: Fred again.. - ten days release day! @ Ally Pally - 6.09.2024

In 2024, electronic music producer and DJ, Fred again.. celebrated the release of his album Ten Days with a live event at London’s iconic venue, Alexandra Palace ("Ally Pally").

The event was a sold-out physical experience and attracted a significant global audience through YouTube livestream and widespread social media engagement. Throughout his career, Fred again..’s live performances have served as an immersive promotional platform, blurring the lines between traditional album marketing, live entertainment, and on and offline community-building.

London, being home to many prominent electronic artists including Disclosure, Jamie xx, and Four Tet, Fred again.. differentiates himself through innovative experiential marketing. Fred again.. is known for deeply personal, authentic storytelling through music, creating strong emotional connections with fans. The event at Ally Pally, a grand but intimate setting, in his hometown reinforced his reputation as a relatable artist despite global fame. Fred again.. successfully tapped into Gen Z and younger Millennial audiences' desire for genuine emotional experiences and added digital connectivity through a live stream. The event reflected broader trends in youth culture, valuing both physical community-building and virtual participation.

References:

DIY Magazine. (2024, March 12). Fred Again.. announces new album ‘Ten Days’. Retrieved from https://diymag.com/news/fred-again-ten-days

Fred again.. [@Fredagainagainagainagainagain]. (2024, March 9). Fred again.. - Ten Days release day! @ Ally Pally - 6.09.2024 [Video]. YouTube. https://www.youtube.com/watch?v=QLA6HKN1t1Q

ltullett [@ltullett]. (2024). Fred again.. singing Adore You with his niece [Photograph]. TikTok. Retrieved from https://www.tiktok.com/@ltullett/video/7411791495814057248

The Fan Carpet. (2024). Fred again.. album launch kicks off autumn/winter live music programme at the prestigious Ally Pally in North London. Retrieved from https://www.thefancarpet.com/movie_news/fred-again-album-launch-kicks-off-autumn-winter-live-music-programme-at-the-prestigious-ally-pally-in-north-london/

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Coca-Cola x Copa América 2024 Sponsorship

Brand: Coca-Cola Campaign: "Coca-Cola x Copa América 2024 Sponsorship" Year: 2024 Media Channels: Event Sponsorship, IMC(TV, Digital, Social Media) Link: Coca-Cola Company Official Announcement In 2024, Coca-Cola reinforced its longstanding support of sports by sponsoring the Copa América tournament, South America’s most prestigious football competition. To take advantage of the powerful, lucrative enthusiasm for football throughout South America, Coca-Cola launched an IMC campaign featuring television commercials, digital/social media/in-person activations, and event presence. This strategy contributes to Coca-Cola’s strong brand association with passion, community, and regional pride. Ecuador hosted Copa América 2024, and the tournament's prestige and comprehensive coverage provided Coca-Cola with a platform to reach football fans in a variety of geographic and cultural markets while also engaging numerous South American markets at the same time. Coca-Cola's IMC campaign revolved around the tournament, with television commercials featuring football stars, digital activations on Instagram and TikTok, immersive stadium experiences, and fan zones at games all contributing to a unified brand message tailored to the enthusiasm of Latin American football fans. Football is strongly established in South American culture, representing national pride, passion, and community. Coca-Cola taps into these feelings with television advertising that glorifies South American traditions, fan enthusiasm, and solidarity. The sponsorship established Coca-Cola as an essential component of South American football fan culture. Coca-Cola legally safeguarded trademarks and guaranteed that it would be the event's sole beverage provider by gaining exclusive rights from CONMEBOL. This protected the brand from competition, preserving Coca-Cola's exclusive stadium sales and solidifying the association with sports entertainment Coca-Cola's sponsorship of the Copa América 2024 indicates a researched understanding of South America and its relationship with football. The sponsorship improved Coca-Cola's brand equity, recall, and engagement in South America by examining physical, legal, and societal elements. The ad reinforced Coca-Cola's relationship with football, national pride, and community, bolstering the company's strong regional influence.

Coca-Cola Company. (2024). Coca-Cola and Powerade kick off new worldwide partnership with CONMEBOL for Copa América 2024. Retrieved from https://www.coca-colacompany.com/media-center/coca-cola-and-powerade-kick-off-new-worldwide-partnership-with-conmebol-for-copa-america-2024 CONMEBOL Copa América. (2024). Exclusive activities preview: Final Copa América 2024. Retrieved from https://copaamerica.com/en/news/exclusive-activities-preview-final-copa-america-2024-english SponsorUnited [@SponsorUnited]. (2024, February 29). Coca-Cola becomes official sponsor of Copa América 2024 [Tweet]. X (formerly Twitter). https://x.com/sponsorunited/status/1805971454443364643 Sportcal. (2024). Coca-Cola in as Copa América partner just in time. Retrieved from https://www.sportcal.com/sponsorship/coca-cola-in-as-copa-america-partner-just-in-time/ Wikipedia. (2024). 2024 Copa América. Retrieved from https://en.wikipedia.org/wiki/2024_Copa_Am%C3%A9rica

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15-20 second Social Video Storyboard

For Evergreen Golf Club, an indoor golf facility in Redmond, WA.

Focuses on addressing a conversion issue to better communicate membership value to Adult Golfers (Men, 30-50 years old), especially fathers with children (under 17 years old).

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SoundCloud “Weekly Download” Email

An email I received from the music streaming service, SoundCloud. 

As noted by the name, “Weekly Download” is a casual, weekly newsletter email full of new music and playlists, recommendations, and featured content. It is meant to encourage free and paid SoundCloud accountholders/users to click and engage with the service. This email is sent weekly to all users, not to encourage paid membership or any transactions but, to promote multichannel engagement and bring awareness to new, favourite, or featured content, “Press Play” and other like free CTA are scattered throughout the entire email. 

This email was likely sent using the taste and demographic information provided by my account. As I have a student account and frequently use the app, they have curated this email to appeal to my demographic and psychographic attributes and user history-- ie. Age, location, business, social media, music history, playlists, friends, engagement. My user information, specifically my listening history and trending music in my demographic, was applied to an email template created with the general SoundCloud user in mind. It opens with a small blurb of music history, drawing attention to “SoundCloud Stories” as well as music and playlists and a “Featured Updates” section. 

SoundCloud, being the smaller of the major music streaming service providers, is known to be the home of artists. It stands on a “music and artist first” platform that works to open the music industry to anyone who wishes to join and allows artists to be paid fairly. This appeals to many young adult music streamers, especially those who may be more passionate about artists and music than the average Spotify, Apple Music, or Prime Music user. With this, the “SoundCloud Stories” teaser at the top of the email is a great tactic to promote this insightful and informational feature to their “music nerd”/”music snob” leaning users, with a summary of an article from “SoundCloud Stories”, many users who open these emails will gain knowledge about an industry they may never have heard of, potentially creating conversation starters or a fun fact for a future conversation. 

The email is written with a casual tone, the copy provides quick, informative, conversational context to the bright visual elements. The conversational tone convinces me to engage further as I would like to “respond”, something I am actually able to do in the comments sections provided on the platform. I think this is a great way to provide free value from a service that makes me believe they are caring and aware of their audience and their wishes. Although the copy for this email is not personalised to me, due to the “SoundCloud Weekly” section featuring my listening history and the conversational and open tone, possesses me to believe that it is. All of the elements mentioned above leave readers satisfied and likely browsing their service, letting them to wait for the next “Weekly Download” and likely excited to see what SoundCloud will provide them with next. 

References: 

Gill, S. (2025, January 14). SoundCloud Revenue & User Statistics 2025. Retrieved January 30, 2025, from https://prioridata.com/data/soundcloud-revenue/#:~:text=(Updated%2013th%20Jan%202025),is%20between%2018%2D34%20years. Case Study - SoundCloud - InSided. (2022, November 9). Retrieved January 27, 27AD, from https://www.insided.com/case-study-soundcloud-short/

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Coachella(&other music festivals) Livestream 

Touchpoints

Company: Coachella Music Festival 

Campaign: 2024 YouTube Livestream  

Coachella

Passes on sale Friday, September 19 at 11am PT April 10-12 & April 17-19, 2026🪁 Register now for access to passes at coachella.com

Coachella’s YouTube Livestream as a Relationship Marketing Strategy

Relationship marketing focuses on long-term engagement, emotional connection, and brand loyalty rather than just one-time conversions. Coachella exemplifies a shift toward expanding past retail or in-person touchpoints by becoming an ongoing digital experience that nurtures relationships with its audience far beyond the festival grounds. Since 2011, Coachella has collaborated with YouTube to provide a free broadcast, broadening reach beyond physical attendance. The most recent update of YouTube's multiview function in 2024 allowed virtual spectators to stream up to four stages at once, improving the audience's experience.

The new multiview feature allowed virtual attendees to seamlessly switch between stages and performances, a flexibility not available to in-person attendees. ​Viewers could personalise their festival experience by selecting specific stages, building even stronger, memorable, personal connection to the event. Coachella's YouTube Shorts posts behind-the-scenes footage and exclusive interviews, elevating the virtual experience and making viewers feel privileged. Live chat and social media posts are places for virtual guests to speak with one another and foster community. Post-event content, performance videos, and highlights keep the audience engaged all year, establishing long-term loyalty. The festival's approach to encouraging people to share UGC on social media widens its reach and fostered a participatory atmosphere. Data from live stream viewership, comments, and post-event rewatches can easily be collected into a CRM and might help inform future festival marketing and lineup strategies, as well as provide insight for advertisers. Even during the event, insights inform personalised advertising, such as merchandise recommendations and ticket sales shown directly on the screen.​ 

Coachella's innovative digital strategies have set new benchmarks for festival experiences.​ Other festivals have started adopting similar livestreaming features to emulate Coachella's success.​ Enhanced virtual experiences are reshaping how audiences engage with live events, emphasising the importance of digital accessibility.​

Coachella's integration of advanced livestreaming features demonstrates the potential of digital tools in strengthening audience relationships.​ By continually enhancing the virtual experience, Coachella maintains its relevance and fosters lasting connections with its audience.​ Other live events can learn from Coachella's approach to leverage digital innovations for effective relationship marketing.​

Spangler, T. (2024, April 10). YouTube sets 2024 Coachella livestream plans with new multiview option for weekend one. The Hollywood Reporter. https://www.hollywoodreporter.com/business/digital/youtube-2024-coachella-livestream-plans-multiview-1235865885/

Stylus. (2024, April). YouTube x Coachella 2024: Stage-hopping multiview livestreaming. Stylus. https://stylus.com/pop-culture-media/youtube-x-coachella-2024-stage-hopping-multiview-livestreamingYouTube Blog. (2024, April 9). How to watch Coachella 2024 on YouTube. YouTube. https://blog.youtube/news-and-events/coachella-2024-livestream-how-to-watch/