My Projects
Red Bull Batalla 2025 Campaign
What were you asked to do?
Develop an integrated PR and marketing campaign for Red Bull Batalla, focusing on brand awareness, audience engagement, and cultural storytelling for the Hispanic Zillennial market.
​
What did you do?
I collaborated with my team to design a multi-channel strategy that leveraged traditional and digital media, influencer partnerships, and cultural engagement tactics. We crafted messaging that emphasized freestyle rap authenticity and its connection to Hispanic identity. Our campaign outlined key social media activations, radio partnerships, PR strategies, and event promotions across major U.S. Hispanic markets, including Los Angeles, Texas, Chicago, Miami, and New York.
​
What were your solutions/findings?
The campaign proposed a phased approach to increase Red Bull Batalla's social media reach by 10% per quarter, grow brand engagement through user-generated content and influencer partnerships, and expand traditional media coverage by 5% over three months. The strategy was designed to build long-term brand loyalty while reinforcing Red Bull’s commitment to Hispanic cultural representation in freestyle rap.
PR Campaign Brief
What were you asked to do?
Develop a strategic PR campaign brief for a brand launch, outlining the key messages, audience targeting, and execution plan.
​
What did you do?
I conducted research on the brand's industry landscape, identified its target audience, and crafted a messaging framework that emphasized authenticity and engagement.
​
What were your solutions/findings?
The campaign leveraged storytelling and consumer interaction to foster a deeper brand connection, resulting in a clear and actionable launch strategy.
Op-ed on Digital Media Ethics
What were you asked to do?
Write an opinion piece discussing ethical considerations in digital PR and media communications.
​
What did you do?
I examined real-world case studies and discussed how transparency and accountability shape the public’s trust in media.
​
What were your solutions/findings?
The article emphasized the importance of ethical decision-making and its role in building credibility in digital PR.
Social Media Campaign
What were you asked to do?
Create a multimedia campaign to boost engagement for a brand using social media platforms.
​
What did you do?
I designed Instagram and Twitter content, including graphics, video scripts, and user-generated content strategies to maximize audience interaction.
​
What were your solutions/findings?
The campaign effectively increased audience engagement by utilizing interactive and relatable content.
Video Project: Brand Introduction
What were you asked to do?
Produce a short video introducing a brand’s core values and mission.
​
What did you do?
I developed the script, directed the visuals, and edited the video to align with the brand’s identity.
​
What were your solutions/findings?
The video successfully communicated the brand’s purpose in a visually compelling and engaging way.
Consumer Insights Analysis
What were you asked to do?
Analyze consumer behavior and market trends for the Rice-a-Roni brand as part of a client-based project.
​
What did you do?
I conducted surveys, focus groups, and competitive analysis to identify key consumer preferences and behaviors.
​
What were your solutions/findings?
The insights led to strategic recommendations for product positioning and brand messaging to better resonate with younger audiences.
Workshop AI-Assisted Copywriting and Imagery
What were you asked to do?
The objective of this workshop project was to develop an AI-assisted communication campaign for Delta Airlines. The task involved creating detailed audience personas, conceptualizing a digital marketing strategy, and designing an engaging campaign using AI-generated copywriting and imagery.
​
What did you do?
I worked on crafting three detailed consumer personas—John (The Business Traveler), Emily (The Leisure Traveler), and David (The Eco-conscious Traveler). Each persona was tailored with demographic, psychographic, and behavioral insights to help inform the campaign strategy.
I then helped develop "Delta Quest: The Ultimate Travel Game," a gamified marketing campaign designed to engage Millennials and Gen Z travelers. The campaign integrated AI-powered storytelling, social media engagement, and interactive content to increase brand awareness, digital participation, and customer loyalty.
​
What were your solutions/findings?
Targeted messaging: The personas guided personalized marketing approaches to different traveler segments.
Engagement through gamification: The Delta Quest concept used a mobile app, social media, and digital ads to create an immersive travel experience.
Performance tracking: The campaign was designed with metrics for downloads, participation rates, and audience engagement to assess effectiveness.
Case Study: PR Crisis Management
What were you asked to do?
Conduct a case study on a real-life PR crisis and analyze the brand’s response strategy.
​
What did you do?
I examined the crisis timeline, the company’s public statements, and media reactions to assess the effectiveness of the response.
​
What were your solutions/findings?
The study highlighted the importance of proactive crisis communication and provided recommendations for improved brand recovery strategies.
Starbucks Racial Bias Crisis Case Study
What were you asked to do?
This project was a group case study focused on Starbucks’ response to the 2018 racial bias crisis in Philadelphia. Our team analyzed the crisis timeline, stakeholder engagement, communication strategies, and post-crisis corrective actions.
​
What did you do?
I collaborated with my team to conduct a comprehensive situation analysis of the crisis, exploring Starbucks’ internal policies, media response, and crisis management approach. My contributions included:
Researching stakeholder reactions, including employees, customers, investors, and activist groups.
Examining Starbucks' crisis communication strategy, including social media responses and CEO statements.
Evaluating the effectiveness of Starbucks’ corrective actions, such as their racial bias training initiative.
​
What were your solutions/findings?
Proactive crisis management: Starbucks’ decision to close 8,000 stores for racial bias training demonstrated a commitment to corporate responsibility.
Impact of social media: The crisis escalated due to a viral video, making rapid, transparent communication critical.
Long-term brand impact: While Starbucks faced immediate backlash, its handling of the crisis ultimately helped reaffirm its commitment to diversity and inclusion.
Pecha Kucha Presentation
What were you asked to do?
Deliver a 20-slide Pecha Kucha presentation on a PR-related topic, using a fast-paced and visually engaging format.
​
What did you do?
I structured a concise, visually dynamic presentation that emphasized key insights and trends.
​
What were your solutions/findings?
The presentation was well-received for its clarity, strong visuals, and effective messaging.