SOFIA ARTEAGA
Multicultural Marketing
ADV 4411 Multicultural Marketing Communication
November 2024 - December 2024
Pepsi Marketing Fail & Campaign Redesign
I collaborated with three peers in analyzing Pepsi's 2017 campaign failure, "Jump In" featuring Kendall Jenner, and creating a redesigned concept for the campaign.
We developed a comprehensive 30-minute presentation featuring an analysis of why the campaign failed and extensive research on Pepsi as a company. Utilizing our understanding of Pepsi's intention for the ad, along with research on our target market, we redesigned the campaign. We created several mock ups for our concept: a tv spot storyboard and script, a social media post, a billboard, and a pop up event.​​
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My contributions focused on the extensive analysis of the ad and discussing the multitude of problematic elements it featured . I also discussed how the ad harms various minority groups and Pepsi as a company, including the immediate effects that Pepsi's brand felt following the ad.
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Skills: Market Research, Market Strategy
Tools: Canva, Google Workspace
ADV 4411 Multicultural Marketing Communication
September 2024 - October 2024
LGBTQIA+ Market Analysis
I collaborated with two other peers to conduct a market analysis of the LGBTQIA+ segment in the United States.
Utilizing research from the UCLA Williams Institue report on the adult LGBTQ+ population and the WPP Unite report titled "Beyond the Rainbow," we developed a comprehensive 30-minute presentation.​
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Our presentation included a demographic snapshot of the LGBTQIA+ market, consumer insights, behavioral trends, and purchasing habits, and an analysis of the disconnect between brand initiatives and the LGBTQIA+ segment during Pride Month.
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My contributions focused on consumer insights, behavioral trends, and purchasing habits of the LGBTQIA+ segment. I also discussed how marketers can leverage these insights in their targeted advertisements, considering aspects of promotion, place, and price.
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Skills: Market Research, Market Strategy
Tools: Canva, Google Workspace
ADV 3410 Hispanic Marketing Communication
October 2023 - December 2023
Girl Gains Campaign for Latinas
I collaborated with a group of four other women to create an integrated marketing plan targeting Latinas within the Girl Gains weightlifting club at FSU.
As part of our research, I used databases like MRI Simmons Catalyst and Mintel Academic to collect data and statistics for surveying our focus group.
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I was also tasked with creating and designing three mock social media posts for the campaign utilizing Canva.
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Finally, we composed and edited a 20-page paper on our campaign and an accompanying oral presentation.
Skills: Market Research, Market Strategy, Copywriting
Tools: Canva, Google Workspace