Placed Top 6 in the UGA Digital Marketing Competition (2017)
Moe's Southwest Grill is a burrito slinging fast-casual restaurant with a rebellious flare and a unique brand personality. Rivaled by Chipotle and other fast-casuals, Moe's needed a digital face-lift to reconnect with their millennial consumers and help bring to life their brand story. In three months, we gathered data and research based insights, crafted a strategy, and delivered our pitch at Focus Brand's HQ in Atlanta, GA. We beat out over 30 other teams during the competition and placed in the Top 6. Additionally, I was honored with the Strategically Savvy award for helping my team develop the sharpest brand strategy in the competition.
Moe's Southwest Grill is a burrito slinging fast-casual restaurant with a rebellious flare and a unique brand personality. Rivaled by Chipotle and other fast-casuals, Moe's needed a digital face-lift to reconnect with their millennial consumers and help bring to life their brand story. In three months, we gathered data and research based insights, crafted a strategy, and delivered our pitch at Focus Brand's HQ in Atlanta, GA. We beat out over 30 other teams during the competition and placed in the Top 6. Additionally, I was honored with the Strategically Savvy award for helping my team develop the sharpest brand strategy in the competition.
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ASK
Create a wholistic digital marketing campaign to leverage the key components of the Moe's brand experience to connect with millennials to drive in-store traffic, boost digital engagement and increase brand awareness. SOLUTION
Leverage Moe's roots to strengthen the emotional connection with millennial consumers through three rebellious archetypes and seamlessly tell the brand story across all consumer touch points including social media, in-store activations, and their Rockin' Rewards mobile app. |
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#MeetTheMoes
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Developed a social media campaign to introduce the rebellious archetypes and allow consumers to align themselves with Moe's personality. Used a Buzzfeed quiz and promo code to drive traffic to their Rockin' Rewards mobile app and track ROI.
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Created mock social media posts for event days
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Designed Snapchat Geofilters for event days.
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