design + strategy + research
Catalyst + Merit
For this project I teamed up with classmates from different concentrations to start an ‘agency’ and respond an RFP for a real client. The five of us founded Catalyst Creative Studio, and our client was TikTok for Business.
My team was asked to create a media plan for Merit Beauty on behalf of TikTok. At the end of the semester we had to deliver a 6 month TikTok campaign with two budget options. The final pitch was given via Zoom to the TikTok for Business team in Austin, and we came in second place.
For this project I teamed up with classmates from different concentrations to start an ‘agency’ and respond an RFP for a real client. The five of us founded Catalyst Creative Studio, and our client was TikTok for Business.
My team was asked to create a media plan for Merit Beauty on behalf of TikTok. At the end of the semester we had to deliver a 6 month TikTok campaign with two budget options. The final pitch was given via Zoom to the TikTok for Business team in Austin, and we came in second place.
For this project I teamed up with classmates from different concentrations to start an ‘agency’ and respond an RFP for a real client. The five of us founded Catalyst Creative Studio, and our client was TikTok for Business.
My team was asked to create a media plan for Merit Beauty on behalf of TikTok. At the end of the semester we had to deliver a 6 month TikTok campaign with two budget options. The final pitch was given via Zoom to the TikTok for Business team in Austin, and we came in second place.
campaign
Final Pitch
Finding the right influencers was critical to our campaign strategy- ones that fit Merit’s brand identity and budget. For this research I created a fresh TikTok account of a 24 year old woman, interested in minimalist and natural beauty, to find which creators our audience was already interacting with.
Our campaign was segmented into three parts. Each "mini-campaign" would highlight different aspects of Merit Beauty products based on the seasonality of our scheduling. For each "mini-campaign" we created theme guidelines and potential content examples. But ultimately we decided to leave final content decisions up to our chosen influencers, to provide Merit with TikTok content that felt natural to our audience.
Finding the right influencers was critical to our campaign strategy- ones that fit Merit’s brand identity and budget. For this research I created a fresh TikTok account of a 24 year old woman, interested in minimalist and natural beauty, to find which creators our audience was already interacting with.
Our campaign was segmented into three parts. Each "mini-campaign" would highlight different aspects of Merit Beauty products based on the seasonality of our scheduling. For each "mini-campaign" we created theme guidelines and potential content examples. But ultimately we decided to leave final content decisions up to our chosen influencers, to provide Merit with TikTok content that felt natural to our audience.
Finding the right influencers was critical to our campaign strategy- ones that fit Merit’s brand identity and budget. For this research I created a fresh TikTok account of a 24 year old woman, interested in minimalist and natural beauty, to find which creators our audience was already interacting with.
Our campaign was segmented into three parts. Each "mini-campaign" would highlight different aspects of Merit Beauty products based on the seasonality of our scheduling. For each "mini-campaign" we created theme guidelines and potential content examples. But ultimately we decided to leave final content decisions up to our chosen influencers, to provide Merit with TikTok content that felt natural to our audience.
delivery
I learned a lot about agency processes and the importance of a proposal pitch. The two things that stuck with me the most were conveying all of your information as simply as possible, and being memorable when competing against other agencies.
When we learned about pitch leave-behinds, I saw examples from previous class winners and real life work from my professor’s past projects. I was inspired by different ways of communicating outside of PDFs and Powerpoints. So, I designed and printed leave-behind booklets that I mailed to each of the judges in addition to formatting a slideshow presentation.
I learned a lot about agency processes and the importance of a proposal pitch. The two things that stuck with me the most were conveying all of your information as simply as possible, and being memorable when competing against other agencies.
When we learned about pitch leave-behinds, I saw examples from previous class winners and real life work from my professor’s past projects. I was inspired by different ways of communicating outside of PDFs and Powerpoints. So, I designed and printed leave-behind booklets that I mailed to each of the judges in addition to formatting a slideshow presentation.
I learned a lot about agency processes and the importance of a proposal pitch. The two things that stuck with me the most were conveying all of your information as simply as possible, and being memorable when competing against other agencies.
When we learned about pitch leave-behinds, I saw examples from previous class winners and real life work from my professor’s past projects. I was inspired by different ways of communicating outside of PDFs and Powerpoints. So, I designed and printed leave-behind booklets that I mailed to each of the judges in addition to formatting a slideshow presentation.
