Campaign Management – Samantha Doba

'TRU LUV' 35th ANNIVESARY CAMPAIGN

As the Account Executive for Chicken Inn, I had the privilege of overseeing multiple campaigns, including the 35th-anniversary celebrations. I conceptualized and presented a compelling 360-degree campaign proposal with the aim of engaging customers, employees, and the community. Although not all elements of the proposal were approved, the proposal’s focus on celebrating the brand’s journey, expressing gratitude to customers, and giving back to the community was well-received. Factors such as budget and other considerations influenced the final decision, as with any proposal. Nonetheless, the proposal served as a solid foundation for the campaign that was ultimately executed. It was an honor to have conceptualized and led the proposal that truly captured the essence of the Chicken Inn brand and reflected its values.

PROPOSAL

IMPLEMENTATION & RESULTS

Visuals:

As the guide for the creative team, my role in the visuals aspect of the Chicken Inn 35th anniversary campaign involved guiding and approving all work from the studio. The visual elements that were approved included billboards, logo design, key visual, newspaper ads, and email signatures. The visual elements were well-received by the target audience and helped to increase brand visibility and create a sense of excitement around the 35th anniversary celebrations

Radio:

In the radio aspect of the campaign, my role involved guiding and approving the copywriter’s work, as well as overseeing recording with the studio. The approved radio elements included a radio advert, sponsored segment, and radio interviews. The radio elements were engaging and highlighted the brand’s journey and its commitment to the community. They were well-received by the target audience and helped to generate buzz around the campaign, increasing brand awareness and engagement

Social Media:

As i was also the social media manager for the brand, I handled all social media strategies for the campaign, including creating monthly content plans, managing influencer collaborations, and overseeing the photo sharing competition. Our efforts resulted in increased brand engagement, positive sentiments, and social media following. Our strategy included creating shareable content, launching online promotions, and showcasing customer experiences, which helped foster a sense of community around the campaign and highlight Chicken Inn’s 35-year legacy.

While I am proud in the success of the campaign, i am unable to disclose the complete metrics for the campaign due to various factors. These factors include confidentiality, limited access to certain data, the intrackability of some key performance indicators, and technical issues. Nonetheless, i firmly believe that the campaign fulfilled its objectives and had a beneficial impact on the brand’s image and reputation.

'Rap 4 Wraps' UGC Campaign

With my innovative thinking, I conceptualized and executed an exciting campaign that not only promoted our client’s Chicken Inn Wraps but also utilized the brand’s partnership with a popular local musician and influencer. The competition asked followers to compose a verse singing about the wraps and put it together with a custom backtrack created by the influencer. Our collaboration not only engaged our audience but also served as a CSR activity, empowering young talent. The competition offered enticing prizes, including cash rewards and a mentorship session with the influencer over delicious Chicken Inn meals. The response was overwhelming, and we received a flood of entries from our passionate followers. This campaign was an incredible opportunity to showcase the power of UGC in marketing while empowering young people and highlighting our client’s partnership with a local star. I’m proud to have been a part of this exciting project and look forward to bringing more innovative ideas to the table in the future.

IMPLEMENTATION

ENTRIES & RESULTS

The competition was a huge success, generating over 110K views and 50+ reshares across social media platforms. The client was thrilled with the outcome, as the campaign not only increased their social media following and engagement but also showcased the power of UGC in marketing. The exciting prizes and the influencer’s popularity created a perfect storm that captured our audience’s attention and empowered young talent. As a result of the campaign’s success, the client decided to make it an annual event, cementing their commitment to innovative marketing strategies and empowering their audience.

'WE DELIVER' 360° CAMPAIGN

As the Account Executive for Dial A Delivery, I developed a 360-degree campaign proposal aimed at increasing downloads, B2B sales, and app usage over a three-month period. The proposed campaign covered various media channels, including digital, radio, print, and out-of-home advertising. The campaign was designed to create a strong brand presence and increase awareness of the Dial A Delivery app among the target audience. Although the proposal was not implemented due to unforeseen circumstances, it demonstrated a thorough understanding of the target audience and provided a solid foundation for future campaigns.