Portfolio categories: <span>Branding</span>

Enjoy the Good Life

Project Date: August 2023

Objective:

• To create a high-impact video marketing campaign that promotes Mintt PNG Smartphones & Accessories.
• To engage the next generation of Papua New Guinean users with a catchy and culturally resonant message.

Campaign Overview:

• Partnered with South Pacific multi-awarded singer and Papua New Guinea’s most popular comedian, Tuli Mahn.
• Produced a music video for the original song “Enjoy the Good Life” by Sean Rii.
• The song and video highlighted island vibes and the theme of enjoying the good life.

Channels:

• YouTube: Uploaded the music video to reach a broad online audience.
• Facebook: Shared the video to engage with social media users.
• Television: Used as a TV commercial played on popular TV stations in Papua New Guinea.
• Radio: The jingle was used as a radio advertisement, played on popular radio stations.
• In-Store Music App: Integrated the jingle into the in-store music playlist to enhance brand presence in physical stores.

Achievements:

• Massive Engagement: The video and music garnered millions of views and significant engagement across all platforms.
• High Reach: Successfully reached a wide audience through diverse media channels.
• Brand Success: Recognized as one of the most successful branding campaigns for Mintt PNG.

My Role:

• Strategized and coordinated the partnership with Tuli Mahn and Sean Rii.
• Oversaw the production and creative direction of the music video.
• Managed the distribution of the campaign across multiple media channels.

Results:

• Millions of views and high engagement rates across YouTube, Facebook, TV, and radio.
• Positive feedback from the target audience, reinforcing the brand’s connection with the next generation of users.
• Enhanced brand visibility and awareness for Mintt PNG Smartphones & Accessories.

Technologies and Platforms Used:

• Video production tools and software.
• Social media platforms (YouTube, Facebook).
• Broadcast media (TV and radio).
• In-store music app for seamless integration of the campaign jingle.

JBL Pasifika

Project Date: September 2023

Objective:

• To celebrate Papua New Guinea’s Independence Day by connecting the celebration with the JBL brand.
• To create a unique and culturally resonant product that highlights the rich musical heritage of Papua New Guinea.

Campaign Overview:

• Partnered with local artist Nombri to create custom-painted JBL speakers.
• Each JBL speaker was uniquely painted with traditional musical instruments representing different provinces in Papua New Guinea.

Strategy:

• Collaboration with Local Artist: Engaged Nombri, a respected local artist, to ensure cultural authenticity and appeal.
• Custom Design: Focused on creating one-of-a-kind JBL speakers that celebrate the diversity and cultural richness of Papua New Guinea.
• Limited Edition Release: Positioned the custom-painted speakers as exclusive items to drive interest and demand.

Channels:

• Social Media: Promoted the campaign through platforms like Facebook and Instagram to reach a broad audience.
• YouTube: Created and shared video content showcasing the custom speakers and the artistic process.
• Website: Featured the custom speakers on the official website, providing detailed information and purchase options.
• In-Store Displays: Showcased the custom speakers in Fone Haus stores to attract in-person customers.
• Online Store: Made the custom speakers available for purchase through the online store.

Achievements:

• Cultural Impact: Successfully highlighted Papua New Guinea’s cultural heritage through a modern product.
• Customer Engagement: Generated excitement and engagement among customers and the wider community.
• Brand Alignment: Strengthened JBL’s brand association with cultural celebration and local artistry.

My Role:

• Led the overall strategy and execution of the campaign.
• Coordinated with artist Nombri to ensure the designs were culturally accurate and appealing.
• Managed the marketing and promotion of the campaign across various channels.

Results:

• Positive reception from the community and customers.
• Increased brand visibility and cultural connection for JBL in Papua New Guinea.
• Enhanced sales and engagement during the Independence Day period.

Technologies and Platforms Used:

• Social media platforms (Facebook, Instagram) for promotion and engagement.
• YouTube for video content showcasing the campaign.
• Official website and e-commerce platform for detailed information and online sales.
• In-store marketing materials and displays.

In Store Music App

Project Date: December 2022

Objective:

• To centralize and synchronize music playing across all Fone Haus brick and mortar stores.
• To control and filter inappropriate music, ensuring a positive and jolly tone in the stores.
• To incorporate the ability to play advertisements within the stores.

Challenges Addressed:

• Replacing the traditional methods of playing music (e.g., Spotify, YouTube) with a more efficient and controlled system.
• Ensuring consistent brand governance across all stores.
• Enhancing the customer experience by maintaining a positive atmosphere.
• Increasing ad reach within the stores.

Strategy:

• Developed a comprehensive web application using WordPress and custom plugins tailored to the needs of Fone Haus.
• Implemented a centralized system for music control and synchronization across multiple store locations.
• Integrated a feature to play advertisements seamlessly within the music playlist.

My Role:

• Strategized and planned the development of the entire web application.
• Utilized WordPress and custom plugins to build and run the music system effectively.
• Ensured the system met the specific needs of centralized control, music filtering, and advertisement integration.

Achievements:

• Cost Savings: Reduced expenses associated with using commercial music services.
• Improved Brand Governance: Ensured a consistent and appropriate music selection across all stores.
• Increased Ad Reach: Enhanced the ability to play advertisements, boosting internal marketing efforts.

Technologies Used:

• WordPress
• Custom WordPress Plugins

Results:

• Significant cost savings on music streaming services.
• Improved store ambiance, contributing to a better shopping experience.
• Increased engagement with in-store advertisements, driving more awareness and sales promotions.

Samsung Epic Campaign