Boxy
Advertising Campaign | 2023
Project Goal: Develop an advertising campaign for self-storage business Boxy.
About Boxy: Boxy is a peer-to-peer storage platform that connects city residents with extra space to college students and young adults in need of storage on an hourly, daily, or monthly basis.
Process: Under the guidance of Daniele Mathras in my Advertising and Brand Promotion course at Northeastern University, I led the research, concepting, media planning, and creative development for Boxy, a peer-to-peer storage platform.
PHASE 1
Brand Analysis
Phase 1 of the project involved developing a better understanding of Boxy’s brand dimensions (brand values, vision, and mission) and the marketing mix to give us a foundation to develop a campaign strategy that could build upon Boxy’s existing brand equities.
PHASE 2
Situation Analysis
TARGET MARKET INFORMATION
Phase 2 of the project involved gaining a better understanding of the self-storage industry, current environment, and Boxy’s customers in order to help us develop a successful campaign.
PHASE 3
Communications Brief
Phase 3 of the project involved using data and information gathered from previous research to create a roadmap for our team’s creative and media planning strategies.
PHASE 4
Big Idea & Media Strategy
Phase 4 of the project involved deciding on a Big Idea to guide our campaign as well as a headline and tagline. Once these were selected, we created a media strategy, choosing six media vehicles to communicate our campaign message.
PHASE 5
Creative Concepts & Testing
Poster/Flier
Phase 5 of the project involved designing the creative concepts for each of our six media vehicles. I used Adobe suite to design icons and illustrations, layout advertisements, and overall employ Boxy’s brand elements. For each vehicle, a mockup was created to show a real-life depiction of the advertisement.
Campus Ambassadors (UGC Content)
Instagram Dark Ad
Tabling
Direct Marketing (Email)
Branded Merchandise
