In Fall 2023, I collaborated on a group project for Multicultural Audiences & Messages that required developing a strategic creative brief and campaign presentation for the Afro-Latina consumer group. This project was designed to apply cultural competencies and audience research to craft an effective marketing strategy that addressed the unique challenges and opportunities within this community.
Our campaign focused on Bomba Curls, a beauty brand tailored to Afro-Latina consumers, and aimed to promote representation, inclusivity, and accessibility in the beauty industry. I was specifically responsible for researching the social media strategy, analyzing trends in platform usage, and identifying effective approaches to engage this audience. My contributions included crafting targeted strategies for TikTok and Instagram, emphasizing influencer marketing and content showcasing authentic product usage. The campaign also highlighted the value of affordability, testimonials, and diverse representation to strengthen consumer-brand relationships.
The presentation was so well-received that the professor asked to use it as an example for future classes, reflecting the quality of our research, strategy, and execution. This project deepened my understanding of multicultural marketing, audience engagement, and the importance of cultural awareness in strategic communication.