Big Idea Campaign: “Reposition & Elevate”

Developed a comprehensive campaign to clarify Fly By Jing’s premium positioning and strengthen its connection to founder Jing Gao’s authentic story. Focused on aligning brand identity with consumer perceptions to increase perceived value, drive trial, and encourage repeat purchase. The campaign included messaging strategy, creative storytelling, and activation concepts designed to showcase the quality, craft, and cultural authenticity behind each product.

Sep 2025 – Dec 2025

Developed and executed a targeted social media strategy to increase brand awareness, engagement, and follower growth. Suggested a shift in focus to a different consumer market based on Keyhole data and secondary research, and proposed an updated creative message more aligned with the brand. Worked closely with the team to craft content that resonated with the audience and used performance data to guide adjustments. Collaborated on a strategy that earned first-place recognition from the client.

Sep 2025 – Dec 2025

Collaborated on an integrated marketing communications campaign focused on identifying target donor segments, developing key messaging, and creating a cohesive multi-channel strategy. Conducted secondary research and analyzed insights to inform campaign direction, recommend strategic shifts based on findings, and contribute to updated creative concepts. Worked closely with the team to align messaging across channels and deliver a unified, impactful campaign that resonated with the intended audience.

Sep 2025 – Dec 2025