Team Project Objective: 

Create an integrative marketing campaign with an objective to increase the amount of Gen Z users for the IBM Weather Channel

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My Role:

Strategic Brief, Target Audience/Personas, Target Market Research, Objective, Media Strategy and Communication, Creative and Media Execution

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The main goal for this group project was to act as a marketing team and to strategically build brand value by transitioning IBM from a global leading software business into a business to consumer company. This objective was executed by strategically targeting our TM through millennial and Gen Z-friendly digital platforms, where IBM was positioned and communicated as a resonated, educational, useful, entertaining and appealing brand. Some components of our campaign may include media planning, interactive weather forecasting, as well as heavy consumer research. In addition, state of the art analytics were utilized to gather data driven insights, in which projected all executions concerning customized content, messaging, app revisions, as well as media planning.  ​