Media
Planning
that Performs.

Overview

A self-initiated $1.5M integrated media plan for Roots Canada's Fall/Winter 2026 campaign — repositioning the brand with 18–34 Urban Nostalgics while protecting the loyal 35–55 Heritage Loyalists base. 9 paid channels, 116 days (Sept 1 – Dec 24).

Strategy

• Funnel architecture: 40% upper (CTV, YouTube, OOH, Audio) · 30% mid (Meta, TikTok, Pinterest) · 30% lower (Search, PMax, Retargeting)
• Dual-audience: 70% budget on Urban Nostalgics (18–34) · 30% on Heritage Loyalists (35–55)
• Bid strategy evolution: Sept Maximize Conversions → Oct Target CPA $35 → Nov Target ROAS 500% → Dec Target ROAS 450%
• BFCM concentration: 30% of total budget in November

Scenario Modelling

• Conservative: $4.28M revenue · 2.85× ROAS · 12,750 conversions
• Base: $6.22M revenue · 4.15× ROAS · 19,420 conversions · $77 avg CPA
• Optimistic: $8.18M revenue · 5.45× ROAS · 30,240 conversions
• Shopping/PMax highest ROAS at 8.0× · OOH lowest at 1.2× (brand investment, measured via brand lift)

Overview

Full campaign analysis of Nike's women's football push starring 11 elite athletes across TV, digital, and social. Applying the 4C's framework to dissect clarity, consistency, credibility, and competitiveness.

4C's Framework

• Clarity: Single message connecting 1999 Brandi Chastain moment to present-day stars via time-travel narrative
• Consistency: Unified brand language across all touchpoints with episodic athlete films
• Credibility: 25 years of Nike women's football heritage anchored to elite athletes
• Competitiveness: Episodic short films per athlete created deeper content than any rival

Gaps Identified

• Insufficient grassroots efforts for long-term participation growth
• Pay gap between men's and women's tournaments not addressed in messaging
• Underrepresentation of athletes from developing football markets

Overview

Strategic analysis of the joint venture between Martha Stewart Living Omnimedia and Canopy Growth — examining how a lifestyle celebrity brand navigates a regulated, stigmatised industry through PESTLE, VRIO, and 6 Forces frameworks.

Frameworks Applied

• PESTLE: regulatory fragmentation as primary external risk across U.S. states
• VRIO: Martha Stewart's brand trust confirmed as sustainable competitive advantage — valuable, rare, inimitable
• 6 Forces: high buyer bargaining power and intense industry rivalry as priority challenges

Recommendation

• Wellness CBD and lifestyle products as optimal entry segments
• Channel strategy: Vitamin Shoppe retail partnership + DTC e-commerce
• Build direct consumer relationships and margin control through owned channels

Overview

Full strategic assessment of ASICS addressing their competitive gap in lifestyle footwear and digital community engagement. ASICS holds $4.2B revenue but lags Nike and Adidas in lifestyle and digital segments driving industry growth.

Recommendations

• Launch ASICS Flow mid-tier line at $80–$120 targeting casual and recreational runners
• Refocus Onitsuka Tiger with distinct brand narrative separating it from performance ASICS
• Gamify Runkeeper with challenges, personalised programs, social features to rival Nike Run Club
• Leverage "Sound Mind, Sound Body" heritage for emotional connection