CHERYL FAUXSTRATEGY PORTFOLIO 2015

HELLO.WELCOME.COME ON IN.

WORK

Pizza Hut 2JB Chicago 6Nike 10CenturyLink 14

PROJECTS

Thought Starters 18

ABOUT

Blurb 20Resume 22

TABLE OF CONTENTS

1

PIZZA HUT01.

research I strategy I production

PIZZA HUTCH

ERYL FAUX // PIZZA HUT

Pizza Hut, the nation’s largest pizza chain, is being overshadowed by its competitors when it comes to incorporating digital into the business.

#OVERDELIVER

Discovered the true relationship between people and food using:

1. ‘Pizza Love Letters’2. Social media listening3. Digital and in-person focus groups4. BuzzFeed polls5. Nationwide survey with 1700 responses

in partnership with the National Student Advertising Competition (NSAC)

From over a billion pizza flavors to digital ordering, Pizza Hut offers millennials the best opportunities for a truly engaging, shareable experience.

STRATEGY

1. Position Pizza Hut as the top choice for customers who order pizza digitally.2. Provide the greatest digital ordering experience in the category.3. 75% of all orders done online/mobile by the end of 2015.

We focused our attention on 18-34 foodies, especially men and ‘famillennials’. Described as financially stressed, busy, fun loving, and experience cravers, these people are actively seeking better pizza and better adventures worth their time, money, and social media accounts.

Pizza Hut did an amazing job when it comes to The Flavor of Now. Millennials love wild and crazy flavors and customizing their food, but that’s only half the work. To truly get people to want to order Pizza Hut digitally, we have to transform Pizza Hut into an experience brand.

ASK AUDIENCE

INSIGHTAPPROACH

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As an ultimate call to action, and the backbone of our campaign, our brand manifesto and :30 spot perfectly describe the spirit of #OVERDELIVER.

MANIFESTO & ANTHEM SPOT

An annual signature event to celebrate the day pizza changed, the #OVERDELIVER project is an invite only weekend festival with multiple attractions, including a breadstick garden, for pizza lovers to relax and enjoy some while listening to the nearby live music.

#OVERDELIVER PROJECT

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CHERYL FAUX // PIZZA H

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Beating out schools like Notre Dame, Indiana University, University of Michigan, and Purdue University, etc., the campaign placed first overall in the entire district 6 region.

To view more exceuctions, including a game show and a children’s book, and view the campaign in it’s entirety, click here.

RESULTS

To really push people to order digitally, we knew we had to fix Pizza Hut’s bug-ridden app. In addition to a image based user interface, we added one-click ordering, a new points system where people can earn ‘cash’ for pizza swag, elements from our campaign for continuity, and cheeky memes to express our tone.

APP REDESIGN

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JB CHICAGO02.

social media I content creation I copywriting

My duties at the agency varied day-by-day and project-by-project, but the one thing I did every day was social media. I was the community manager for JB's social account and the manager for 3 separate clients; Unlimited Tan, Carbonation Toys, and Bloom Senior Living.

In addition to creating a monthly content calendar for each account, I worked in design, wrote case studies and blog posts, and integrated new technologies and strategies to engage with current audiences and reach new ones.

CHERYL FAUX // JB CH

ICAGO

JB CHICAGOFor the entire 2014-2015 school year, I was the Account Management Intern at JB Chicago. This small and intimate agency was my first internship in the industry, giving me an amazing first look at the coveted world of advertising – one that I had only been able to read about.

Account Management/Social Insights intern at JB Chicago

SOCIAL

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Every Monday, I was tasked of motivating workers with fun, graphic posts encouraging them to kick Monday’s ass.

DESIGN

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Every Friday, I would update JB’s blog, ‘The Fizz’. I wrote about a wide range of topics – from ‘How to Have A Killer Brainstorm Sesh’ all the way to ‘Generation Z’.

To find the full list of posts, visit the Fizz.

‘THE FIZZ’

CHERYL FAUX // JB CH

ICAGO

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NIKE03.

research I strategy

CHERYL FAUX // N

IKENIKE

For Nike Basketball, the women’s business is minimal. But in the near future, Nike will be releasing a line catered specifically to the needs of women basketball players.

#HOWATHLETESPLAY

Wanting to understand how public perception of the female athlete, we gathered over 200 responses and opinions from basketball superfans and athletes, to people who hate sports at all.

1. Women’s Basketball is not seen as exciting.2. NBA players are seen as idols, while WNBA players are just seen as their favorites.3. Lack of sports coverage of WNBA players in the media.

in partnership with Wieden + Kennedy and the Multicultural Advertising Internship Program (MAIP)

We aim to challenge society’s perception of women’s basketball by highlighting the importance of teamwork used when women play basketball.

Establish a brand POV and create a digitally led campaign to help Nike Basketball launch it’s new women’s basketball line authentic to Nike Basketball and basketball culture.

Women basketball player ages 14 - 17. She loves the game as much as any man and is putting in the time and effort to practice as often as she can. She lives a very busy life balancing the demands of basketball, school and being a teenager. Currently, she’s looking for products that make her feel like an athlete AND a woman.

The sports world idolizes players who are power hungry and make moves based on what’s better for them instead of the team as a whole. Making women’s basketball be perceived as boring be-cause they focus on the fundamentals, working together, and being a team.

After digging into basketball culture, we realized these same techniques women use are the same ones that started the game of basketball.

ASK AUDIENCE

INSIGHT

APPROACH

CHALLENGE

STRATEGY

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As the account planner, I was in charge of all entire research component. Using interviews from female basketball players from all across the country and survey results, I created a target profile, a ‘Day In The Like’, and a user journey.

RESEARCH

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CHERYL FAUX // N

IKE

To view the campaign in it’s entirety, click here.

WANT MORE?

Thinking classical conditioning meets 21st century, Nike will provide a smartphone enabled basketball that deflates on command. These girls will shoot videos of themselves using the limited edition basketball to “train” players known to deviate away from teamwork. If a player hogs the ball or acts in an individualistic way, she’ll deflate the ball immediately to the surprise of her opponent on the court.

SOLUTION

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CENTURYLINK04.

research I strategy I concept

CHERYL FAUX // CEN

TURYLINK

CENTURYLINKCenturyLink is a west coast Internet Service Provider whose main products include High Speed Internet and Prism TV.

CenturyLink is your favorite roommate.

We first wanted to know what type of city Boston was, so we gathered demographic information on the area.

Once we figured out exactly who we were speaking to, we distributed a Boston wide survey to truly understand how people in research and pick providers, what they want from providers, and their feelings towards them.

Brand Planning intern at Arnold Worldwide

CenturyLink is the one offering solutions and making things easier. It won’t panic or shut down when you need it the most. It’s tucked away in the back of a bookshelf or under our TV’s, making sure we can catch up on Game of Thrones. In other words, CenturyLink is your favorite roommate.

Introduce and launch CenturyLink to the Greater Boston area.

After discovering that over 60% of the population in Boston are renters, we decided to take advantage and focus on mixed households and movers.

They’re juniors and seniors living off-campus with friends, recent grads moving into the area for work, and Boston natives switching neighborhoods.

Consumers don’t care if they have 5000 channels or if they have Internet speed as fast as light.

What they do care about is if their TV and Internet ACTUALLY works and if their provider is someone they can relay on without feeling like they’re pulling teeth.

ASK AUDIENCE

INSIGHT

APPROACH

STRATEGY

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To bring this roommate message to life, we created a set of characters (Zoe, Henry, and Violet) to live with Adam, the current face of CenturyLink, and moved them into a popular location in Boston to symbolize CenturyLink launching in the Boston area.

Zoe, Henry, Violet, and Adam will star in a variety of video spots that’ll show Bostonians how CenturyLink products fits into their lives and how it could potential fit in others.

SOLUTION

The campaign will first start with OOH focused on each character and little facts about them. Like how Adam's favorite movie is Speed because it reminds him of his fast Internet...and Keanu Reeves.

OOH

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CHERYL FAUX // CEN

TURYLINK

When you first move into a new place it sucks. You have to sleep on the floor and you’re practically a caveman because there’s no wifi. To help, we’re sending new movers packeges with all the essentials: toothbrush and toothpaste, candles, hooks, snacks, and a CenturyLink card that offers a week of free wifi.

When used, the wifi will redirect to a CenturyLinklanding page that connects them to the necessities in their neighborhoods.

To view the campaign in it’s entirety, click here.

WANT MORE?

DIRECT MAIL & WEB

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THOUGHT STARTERS05.

Whenever I work in groups, I'm the person that tries to get everyone on the same page. To have the right synergy and work as a team, it's essential that everyone has the same background knowledge.

Because I love a good story, I tend to put all that information into presentations.

Here are highlights from my collection.

CHERYL FAUX // TH

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HT STARTERS

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I’m Hungry looks at the unqiue relationship Millennials share with food.To view the this presentation in it’s entirety, click here.

I’M HUNGRY

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CHERYL FAUX // TH

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HT STARTERS

Screw The Corner Office exposes how Millennials have changed the definition of success.To view this presentation in it’s entirety, click here.

SCREW THE CORNER OFFICE

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ABOUT06.

Cheryl Faux

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Hello, I’m Cheryl Faux.

To me, the most exciting thing is being able to see how ordinary people, and the amazing things they do on social media, are shifting the way we absorb media.

In the past, the only choice we had was to sit and listen. Now we can experience, interact, and personalize it. We have the power to create the very culture that brands and media talk about.

I’m going to be the one leading the movement to close that gap.

Until then, I study advertising in Chicago.

CHERYL FAUX // ABO

UT

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CONTACTEDUCATIONCOLUMBIA COLLEGE CHICAGOChicago, IL I May 2016B.A., Advertising I GPA 3.9

EXPERIENCE

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IllustratorPhotoshopInDesignAfter Effects

Social MediaPlanningVideo EditingResearch

Design ThinkingMac & Windows

DIGITAL KITCHENCreative Intern I Sep 2015 - Present• Working with the Creative Director as a strategist on a client’s brand strategy and overall campaign design. • Developed, pitched, and now implementing a new social strategy with the Marketing Director to humanize DK.

ARNOLD WORLDWIDEBrand Planning Intern I Jun 2015 - Aug 2015• Assisted the Jack Daniel’s account by developing insights on the JD consumer and the alcoholic beverage industry.• Data mined through Carnival Cruise Lines social media posts for patterns and trends that could influence strategy.

JB CHICAGOAccount Management Intern I Sep 2014 - May 2015 • Engaged with over 30,597 followers and consumers by creating posts for 3 client social media accounts. • Presented valuable insights on a client’s target market to JB’s CEO, Creative Director, and Account Executives, which were then integrated into the client’s social plan.

SKILLS

cherylfaux@gmail.comwww.iamcheryl faux.com770-714-4842

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THINGS I ENJOY

HONORSCH

ERYL FAUX // RESUME

MOST PROMISING MULTICULTURAL STUDENT 2016• The American Advertising Federation (AAF)’s MPMS program honors the nation’s top 50 minority college seniors to help them access the advertising industry.

GRIFFIN FARLEY’S BEAUTIFUL MINDS• Pitched a TinderPlys strategy campaign in front of the industry’s top strategists at BBH’s planning bootcamp.

MAIP 2015• Selected by the 4A’s to be a 2015 Multicultural Advertising Internship Fellow and placed as a Brand Planning intern at Arnold Worldwide.

NOKIA • Chosen as the Face of Nokia and featured on Fox News Chicago with their Director of Apps & Marketing, Matt Collins.

LEADERSHIP

NATIONAL STUDENT ADVERTISING COMPETITIONAccount Planner I Sep 2014 - May 2015•Discovered and developed an insight that led to a First Place award winning Pizza Hut campaign.• Analyzed over 1,700 millennial research points, while leading focus groups, distributing nationwide surveys, and organizing projective techniques.

AD ALLIANCEPresident I May 2015 - Present• Transformed a small student run agency into an AAF school certified advertising organization• Developed fun, new club initiatives that will recruit new members, and educate and prepare creative students for the advertising industry.

BEING A NOMAD REALITY TV(Currently: Survivor)

LANA DEL REY JUNK FOOD PEOPLE WATCHINGTWODOTS(On level 108) 25

CHERYL FAUXSTRATEGY PORTFOLIO 2015