Irene's Projects
Showcasing bold ideas brought to life with creativity, innovative solutions, and a spark of inspiration.
REIMAGINE MACY'S
Relaunch the brand into the world
For this brand architecture project, we redefined the brand purpose, redesigned the customer experience, and crafted a multi-dimensional campaign. Through these steps, we identified market gaps and reimagined an immersive, irresistible shopping experience tailored to today’s customers.
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Fridgenius - Brand Creation
Revolutionizing Meal Prep with Smart Kitchen Solutions
This project created Fridgenius, a brand designed to meet customer needs for convenience, health, and efficiency in meal prep. Fridgenius combines a smart sensor and app to track fridge inventory, suggest tailored recipes, and automate grocery shopping, ideal for busy professionals and health-conscious consumers. This innovative brand simplifies cooking while promoting a balanced, sustainable lifestyle.
Tesla Brand Audit
Strengthening Market Leadership
Utilized the “BLIP” framework — Building, Leveraging, Identifying/Measuring, and Protecting brands — to assess Tesla's brand equity, market position, and consumer perceptions, leading to targeted recommendations to enhance brand resilience, address controversies, and improve safety perceptions. This project aimed to reinforce Tesla’s reputation as a leader in sustainable energy and electric vehicles.
Enhancing Customer Engagement
Through MarTech Personalization Strategies
An in-depth analysis of personalization, covering tools like Customer Data Platforms, marketing automation, and experience optimization, while addressing future trends in cross-platform data integration and privacy-centered solutions. This project offers insights on balancing innovation with ethics, showing how brands can deepen customer connections and drive conversions through tailored marketing experiences.
Brand Activation Plan - Dr. Bombay
Engaging Gen-Z with Experiential Marketing
This Dr. Bombay brand activation plan engages consumers through gamified product innovation, influencer marketing, and dynamic social media campaigns. Designed to position the brand as the go-to ice cream for socially connected youth, it builds brand awareness and loyalty, establishing the brand as a trendy, experiential choice in the competitive ice cream market.
Data-Driven Consumer Insights
Leveraging Grocery Data to Uncover Patterns
This project analyzed spending trends across categories, regions, and demographics to inform targeted marketing. Key findings reveal older consumers’ preference for diverse product selections and higher spending among homeowners. These insights support tailored product offerings and location-based advertising, enhancing the grocery chain’s ability to meet customer needs effectively.
Ad Formats in Building Brand Trust
Enhancing Consumer Engagement in the Beauty Sector
This project used A/B testing to evaluate ad format impacts on brand trust, comparing official ads with TikTok’s “Get Ready with Me” (GRWM) sponsored ads in the beauty category. GRWM ads boosted brand trust and intent to recommend, highlighting the potential of ad format to enhance consumer engagement.
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