Strategic Campaigns
Throughout my strategic campaigns course with Dr. Harold Vincent, I made a deep dive into real world marketing strategy where I worked hands on with a client, testing and refining campaign ideas that spoke directly to specific audiences. The class emphasized not only creative thinking but also strategic precision, whether I was analyzing a global brand like RedBull or building outreach for a nonprofit navigating cultural divides.
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Through these projects, I developed a sharper understanding of how to balance audience insight, brand identity and tactical execution. Pitching ideas, adapting to client feedback and navigating sensitive community dynamics were all objectives I had to approach with empathy and clarity.
An Analysis of RedBull Campaign Strategy
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In my Strategic Campaigns class, I analyzed Red Bull’s multifaceted marketing strategy, spotlighting how the brand has transcended its product to become a lifestyle and media force. I studied how Red Bull uses long-term brand identity reinforcement, strategic partnerships, and immersive content creation—like the Red Bull Music Academy and Media House—to integrate itself seamlessly into conversations about creativity, success, and ambition. Their smart use of social media, particularly on platforms like TikTok, proves their ability to connect authentically with Gen Z and Gen Alpha audiences.
This project showcases my ability to think strategically and critically about brand behavior and long-term positioning. I focused on evaluating not just what Red Bull does, but why it works—linking media theory with real-world execution. Through this analysis, I demonstrated my capacity to decode brand storytelling, evaluate cross-platform tactics, and understand the power of culture in marketing.
What I learned from analyzing Red Bull is how powerful it is when a brand moves beyond selling a product and instead sells a point of view. Red Bull embeds itself in stories about success, ambition, and pushing limits—and they do this through media, community, and strategic partnerships.
I created this campaign as part of my Strategic Campaigns class in collaboration with Alamance Scholars, a nonprofit organization serving high school students in the Alamance-Burlington School System. Our team worked directly with the client, engaging face-to-face to understand their goals and constraints, and pitched multiple strategies before arriving at our final integrated plan. This real-world experience taught me how to navigate client relationships, translate feedback into actionable ideas, and deliver a campaign tailored to a specific community.
The work was particularly nuanced given the cultural disconnect between Elon University and the broader Alamance community. Our challenge was to build trust and foster interest in a teaching pathway that spanned community college, Elon University, and local schools—especially among Black and Hispanic students who often feel underrepresented in both higher education and the teaching profession. I led content strategy and production, focusing on storytelling, targeted outreach, and communications that aligned with the community’s values. The final campaign delivered cohesive messaging, on-the-ground engagement tactics, and a plan for digital outreach that honored both the institution’s goals and the community’s voice.