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Pei Chi Lee Strategy Midpoint Review

Creative Strategist

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Page 1: Creative Strategist

Pei Chi Lee

Strategy

Midpoint Review

Page 2: Creative Strategist
Page 3: Creative Strategist

2014

Advertising

Midpoint Review

Page 4: Creative Strategist

Table of Contents

Autobiography

Resume

Timeline of coursest�88'

t�4FF�T�$BOEJFT

Campaigns

Page 5: Creative Strategist

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t�4PDJBM�-JTUFOJOH

Strategies

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t�4BO�'SBODJTDP�-BOENBSLT

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8FC�%FTJHO

Page 6: Creative Strategist

Peggy

Page 7: Creative Strategist

Adventure

Camera

Traveling

Resonable

Logical

Thoughtful

Stubborn

%SBXJOH

Careful

Spoiled

Curious

Observing

Turbulent

Joyful

Page 8: Creative Strategist

�������������������4IJI�$IJFO�6OJWFSTJUZ �#'" �*OEVTUSJBM�%FTJHO

'BMM ��������OPX��"DBEFNZ�PG�"SU�6OJWFSTJUZ �.'" �"EWFSUJTJOH

Education:

�����������������-&%�"QQMJDBUJPO�%FTJHO�"XBSE �:POH-JO�)FBMUIDBSF�'PVOEBUJPO���)POPSBCMF�.FOUJPO

�����������������"UUFOEJOH�:PVOH�%FTJHOFST��&YIJCJUJPO

�������������5BZB�(SPVQ�(SFFO�1SPKFDU

�����������������&'�4PGUXBSF�1UF�-UE���6*�%FTJHOFS

&YQFSJFODF�

"EPCF�*MMVTUSBUPS�$4� �"EPCF�1IPUPTIPQ�$4� �"EPCF�*OEFTJHO�$4�

"EPCF�%SFBNXFBWFS�$4��)5.- �$44 �+BWB4DSJQU

"EPCF�"GUFS�&GGFDU�$4� �'JOBM�$VU�1SP

"VUPEFTL�"MJBT�����

Abilities:

Peggy

㛶䎖䏒

Page 9: Creative Strategist

"%7@������1FSTQFDUJWFT�JO�"EWFSUJTJOH

$0.@�����&EJUJOH�&TTFOUJBMT�GPS�.VMUJNFEJB�$PNNVOJDBUJPOT

(-"@������$SPTTJOH�#PSEFST��"SU���$VMUVSF�JO�B�(MPCBM�4PDJFUZ

'BMM�����

"%7@������"SU�%JSFDUJPO

"%7@������$PQZXSJUJOH�5FDIOJRVFT

"%7@������#SBOE�4USBUFHZ

(-"@������.ZUIPMPHZ�GPS�UIF�.PEFSO�8PSME

Spring 2014

"%7@������4USBUFHJD�5IJOLJOH

"%7@������$BNQBJHO

Summer 2014

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"%7@������7JTVBM�4UPSZUFMMJOH

(-"@������5IF�"SU���*EFPMPHZ�PG�UIF���UI�$FOUVSZ

8/.@�����.4��*OTJEF�1SPHSBNNJOH

'BMM�����

Timeline of Courses

Page 10: Creative Strategist
Page 11: Creative Strategist

Campaigns

Page 12: Creative Strategist

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t�$MBTT��$PQZXSJUJOH�5FDIOJRVFT

t�4FNFTUFS��4QSJOH�����

t�4USBUFHJTU �"SU�%JSFDUPS �$PQZXSJUFS��1FHHZ

Page 13: Creative Strategist

People 5IFTF�QFPQMF�TIPQ�GPS�IFBMUIZ�GPPE�EVSJOH�UIF�XFFLFOET��5IFZ�USZ�UP�FBU�IFBMUIGVMMZ�BOE�MJWF�B�

IFBMUIZ�MJGFTUZMF �OPU�POMZ�CVZJOH�GSFTI�GPPET�GSPN�PSHBOJD�NBSLFUT�CVU�BMTP�BSF�XJMMJOH�UP�DPOUSJCVUF�

UIFJS�UJNF�UP�JNQSPWF�UIF�XPSME�UP�NBLF�JU�B�CFUUFS�QMBDF�

Parents who buy foods from organic markets or IDUPHU·V�PDUNHWV�

Idea��������\HDUV�KXPDQV�ZLOO�KDYH�QRWKLQJ�WR�HDW�*G�QFPQMF�BSF�TUJMM�VOBXBSF�PG�UIF�IPOFZCFFT��TVSWJWBM�QSPCMFN �XJUIJO���������ZFBST�QFPQMF�XJMM�IBWF�

OPUIJOH�UP�FBU �CFDBVTF�CFFT�TVQQPSU�B�IVHF�BNPVOU�PG�PVS�UPUBM�GPPE�QSPEVDUJPO �UIFZ�JOnVFODF�

BMNPTU�����PG�UIF�GPPE�TVQQMZ�

To

%VF�UP�UIJT�FEVDBUJPOBM�DBNQBJHO �EPOPST�DBO�IFMQ�88'�T�FGGPSUT�JO�SBJTJOH�UIF�DVSSFOU�IPOFZCFF�

QPQVMBUJPO�

'RQDWHV�WR�::)�IRU�D�EHWWHU�ZRUOG�

����RI�IUHVK�SURGXFWV�ZLOO�GLVDSSHDU�5IFTF�QFPQMF�BSF�XJMMJOH�UP�TQFOE�FYUSB�NPOFZ�UP�QVSDIBTF�GSFTI�BOE�IFBMUIZ�GPPET�GPS�UIFJS�GBNJMZ��

8IFO�UIFZ�VOEFSTUBOE�UIBU�CFFT�IBWF�B�HSFBU�JOnVFODF�PO�UIFJS�MJGFTUZMF �UIFZ�MM�GFFM�JODMJOFE�UP�

EPOBUF�UP�88'��*O�QBSUJDVMBS �����PG�GSFTI�GSVJUT�BOE�WFHFUBCMFT�XJMM�EJTBQQFBS�JG�UIF�CFFT�EPO�U�

Even the smallest creatures can change our quality RI�OLIH�)FMQ�QFPQMF�VOEFSTUBOE�UIBU�XIJMF�TNBMM �IPOFZCFFT�QMBZ�B�WJUBM�SPMF�JO�PVS�GPPE�TVQQMZ�

Page 14: Creative Strategist

t�(VFSSJMMB

t�4IPQQJOH�#BH

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Embrace Bees

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���5IFZ�BSF�SFTQPOTJCMF�GPS�����PG�PVS�GPPE�TPVSDFT�

t�5BHMJOFT

���#BOJTI�CBE�CFF�QFSDFQUJPO�UPEBZ�BU�XPSMEXJMEMJGF�PSH�

Page 15: Creative Strategist

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TJMIPVFUUF�PO�UIF�GSPOU�PG�UIF�TIPQQJOH�CBH�JT�mMMFE�JO�XJUI�USBOTQBSFOU�QMBTUJD�NBUFSJBM��

#Z�QJDLJOH�VQ�UIF�CBH�mMMFE�XJUI�GPPE �XIJDI�UIF�CFFT�NBEF�QPTTJCMF �QFPQMF�BSF�

MJUFSBMMZ�FNCSBDJOH�UIF�CFFT��5IF�CBHT�JODMVEF�FEVDBUJPOBM�GBDUT�UP�TIPX�UIF�DMPTF�

SFMBUJPOTIJQ�CFUXFFO�QFPQMF �GPPE �BOE�IPOFZCFFT�

Page 16: Creative Strategist

t�"NCJFOU

t�#PVRVFU�8SBQQJOH

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Bees have a green thumb

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���#BOJTI�CBE�CFF�QFSDFQUJPO�UPEBZ�BU�XPSMEXJMEMJGF�PSH�

Page 17: Creative Strategist

8IFO�QFPQMF�HP�UP�UIF�HSPDFSZ�TUPSF �UIFZ�XJMM�TFF�UIF�BNCJFOU�BEWFSUJTJOH�DPNQBSJOH�

GSFTI�SPTFT�XJUI�HSBZ�SPTFT �XIJDI�SFWFBMT�IPX�NVDI�JOEVTUSJBM�BDUJWJUJFT�FGGFDU�OBUVSF��

5IFO �XIFO�QFPQMF�QJDL�VQ�B�CPVRVFU�PG�nPXFST�UIFZ�XJMM�TFF�FBDI�CPVRVFU�JT�

XSBQQFE�XJUI�B�QMBTUJD�TMFFWF�UIBU�SFBET �i#FFT�IBWF�B�HSFFO�UIVNC�w

Page 18: Creative Strategist

They are responsible for 90% of our food source.

They are responsible for 90% of our food source.

They are responsible for 90% of our food source.

They are responsible for 90% of our food source.

They are responsible for 90% of our food source.

They are responsible for 90% of our food source.

They are responsible for 90% of our food source.

t�"NCJFOU

t�'BSNFS�T�.BSLFU�8BMM

t�)FBEMJOF

Banish Bad Bee Perception at world

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���#BOJTI�#BE�#FF�1FSDFQUJPO�BU�XPSMEXJMEMJGF�PSH

t�4VCIFBE

���5IFZ�BSF�SFTQPOTJCMF�GPS�����PG�PVS�GPPE�TPVSDFT�

Page 19: Creative Strategist

5IJT�BNCJFOU�BEWFSUJTJOH�QVU�PO�UIF�GBSNFS�T�NBSLFU�XBMM�XJUI�IPOFZCFF�QJOT�BOE�

DBSET�SFnFDU�UIF�QSPCMFN�PG�UIF�SFEVDUJPO�JO�PWFSBMM�CFF�QPQVMBUJPO��5IF�OVNCFS�PG�

CFFT�JT�CFJOH�SFEVDFE�CFDBVTF�UIFZ�DBOOPU�mOE�QMBDFT�UP�CVJME�IPOFZDPNCT�BNPOH�

TP�NBOZ�IVNBO�DPODSFUF�TUSVDUVSFT��*G�QFPQMF�SFNBJO�VOBXBSF�PG�UIF�IPOFZCFFT��

TVSWJWBM�QSPCMFN �XJUIJO�������ZFBST�IVNBOT�XJMM�IBWF�OPUIJOH�UP�FBU�

They are responsible for 90% of our food source.

They are responsible for 90% of our food source.

They are responsible for 90% of our food source.

They are responsible for 90% of our food source.

They are responsible for 90% of our food source.

Page 20: Creative Strategist

t�*OTUSVDUPS��-BODF�"OEFSTPO

t�$MBTT��$BNQBJHO

t�4FNFTUFS��4VNNFS�����

t�4USBUFHJTU��1FHHZ

t�"SU�%JSFDUPS��1FHHZ �:B[FFE�"MIBZFG

t�$PQZXSJUFS��1FHHZ �:B[FFE�"MIBZFG

Page 21: Creative Strategist

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t�4805

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Page 22: Creative Strategist

4FF�T�$BOEJFT �GPVOEFE�JO����� �VTFT�UIF�mOFTU�BOE�GSFTIFTU�JOHSFEJFOUT�

UP�QSPEVDF�UIFJS�QSPEVDUT�XJUIPVU�BEEJOH�BOZ�QSFTFSWBUJWFT��4FF�T�NBLFT�

QSFNJVN�DBOEJFT�JO�UIF�PME�GBTIJPOFE�"NFSJDBO�TUZMF��.BSZ�4FF�T�PSJHOJBM�

SFDJQFT�IBWF�CFFO�FOKPZFE�CZ�NJMMJPOT�

History

Page 23: Creative Strategist

����4FF�T�GBNJMZ�PQFOFE�UIF�

mSTU�4FF�T�$BOEJFT�TIPQ�

BOE�LJUDIFO�BU�����/PSUI�

8FTUFSO�"WFOVF�JO�-PT�

"OHFMFT�JO�/PWFNCFS�

2012

0O�+VOF��� ������4FF�T�

Candies made it into

UIF�(VJOOFTT�#PPL�PG�

8PSME�3FDPSET�GPS�UIF�

XPSME�T�MBSHFTU�MPMMJQPQ�

����8BSSFO�#VGGFUU�IBT�

DBMMFE�4FF�T�iUIF�

prototype of a dream

CVTJOFTT�w

����4FF�T�mSTU�XIJUF�iBMM�

QPSDFMBJOw�TUPSF�XBT�

PQFOFE�JO�#BLFSTmFME �

California on May 1,

�����

����4FF�T�GBNJMZ�TPME�UIF�

DPNQBOZ�UP�8BSSFO�

#VGFUU�T�#FSLTIJSF�

)BUIBXBZ�*OD�

����4FF�T�$BOEJFT�TFU�VQ�B�

website to serve more

DVTUPNFST�

Timeline

Page 24: Creative Strategist

SWOT

Strengths

- More than ���ZFBST�FYQFSJFODF�PG�NBLJOH�

��DBOEJFT�

��.BEF�XJUI�GSFTIFTU�JOHSFEJFOUT�

- More then 200 shops across America and several

��PUIFST�BCSPBE�

- Easy to navigate through the online�TIPQQJOH�

- Easy to communicate with onsite shopping

��QFPQMF�

Opportunities

- Adults are the highest consumers, but they are going

to aging Out���(SFBU�BMUFSOBUJWF�UP�TVHBS�NJYFE�XJUI�OPO�TVHBS�

��ESJOLT�

- The increasing habit of online shopping gives a great

��PQQPSUVOJUZ�

8FBLOFTTFT��-PX�EFNBOEJOH�JO�TPNF�TFBTPOT�

��)JHI�competitive�JOEVTUSZ�JO�UIF�NBSLFUJOH�

��)JHI�QSJDFE�DIPDPMBUF�

- Store locations are very important for

��DIPDPMBUF�DPOTVNQUJPO�

Threats

��*U�JT�DSJUJDBM�UP�FODPVSBHF�TIPQQFST�UP�

��IBWF�DBOEJFT�JO�UIFJS�TIPQQJOH�MJTU�

- Candies are seen as more of an

unhealthy�DIPJDF�

��*U�JT�TUBCMF�JOEVTUSZ�XJUI�CJH�DPNQBOJFT�

that lead the US in production,

��EJTUSJCVUJPO�BOE�DPOTVNQUJPO�

Page 25: Creative Strategist

Direct Competitors

Indirect Competitors

Page 26: Creative Strategist

5IF�SFTFBSDI�TIPXT�UIBU�NBJO�DPOTVNFST�BSF�BHFT�GSPN��������)PXFWFS �

UFFOT��DIPDPMBUF�FBUJOH�BNPVOUT�BSF�DPOUSPMMFE�CZ�UIFJS�QBSFOUT �BOE�

QFPQMF�XIP�BSF�PWFS����IBWF�IFBMUI�QSPCMFNT�JOnVFODF�UIFN�UP�FBU�MFTT�

TVHBS�

Main Consumers

t�$POTVNQUJPO�PG�DIPDPMBUF�JO�6�4��CZ�BHF�

t�"WFSBHF�"NFSJDBO�FBUJOH�DIPDPMBUF�

�����DIPDPMBUF�QJFDFT�ZFBS�������DIPDPMBUF�QJFDFT�XFFLt�"WFSBHF�"NFSJDBO�DIPDPMBUF�DPOTVNQUJPO�

�����UJNFT�ZFBS�����UJNFT�XFFL

3FTPVSDFT�GSPN�UIF�SFTFBSDIJOH�PG�/BUJPOBM�$POGFDUJPOFST�"TTPDJBUJPO�JO������

Page 27: Creative Strategist

4FF�T�$BOEJFT��DVSSFOU�DPOTVNFST�BSF�QSJNBSJMZ�FMEFSMZ�QFPQMF �UIFZ�BSF�

BHJOH�PVU��5IFZ�OFFE�UP�BUUSBDU�NPSF�OFX�CMPPE�UP�CVZ�UIFJS�QSFNJVN�

DBOEJFT�

Issue

Page 28: Creative Strategist

$PNQBSFE�UP�PUIFS�CSBOET �4FF�T�$BOEJFT�BSF�TMPXMZ�MPTJOH�QFPQMF�T�

attention to their products, becasue their main customers, baby

CPPNFST �BSF�BHJOH�PVU�

Evidence

3FTPVSDFT�GSPN�(PPHMF�5SFOET��IUUQ���XXX�HPPHMF�DPN�USFOET�

8IFO�JU�DPNFT�UP�UIF�CPPNJOH�GPPEJF�EFNPHSBQIJD�LOPXO�BT�

UIF�NJMMFOOJBM �EFTTFSU�JT�B�TPDJBM�BOE�DVMJOBSZ�FYQFSJFODF�����5IFZ�

BSF�QSPKFDUFE�UP�outnumber non-millennials by �����

&YUSBDU�GSPN�'PPE�#VTJOFTT�/FXT���+BO �� ����

“”

Page 29: Creative Strategist

3FTPVSDFT�GSPN�/BUJPOBM�$POGFDUJPOFST�"TTPDJBUJPO�

1FPQMF�QSFGFS�UP�CVZ�TXFFUT�EVSJOH�IPMJEBZT�TVDI�BT�7BMFOUJOF�T�%BZ�BOE�

)BMMPXFFO��.PTU�CVZFST�DIPPTF�DIPDPMBUF�NPSF�UIBO�DBOEJFT�BOE�UIFZ�

BSF�CFDPNJOH�NPSF�DBSFGVMMZ�TFMFDUFE�QSPEVDUT�

Trend 1

t�����PG�7BMFOUJOF�T�%BZ�DBOEZ�TBMFT�BSF�chocolate�

t�*U�NFBOT�����QFPQMF�CFGPSF�CVZJOH�DBOEJFT �UIFZ�XJMM�UIJOL�BCPVU�UIF�NBJO�CFOFmU�GPS�UIFN��

)FBMUI�BOE�WBMVF�BSF�HVJEJOH�DBOEZ�QVSDIBTFT �XJUI�����PG�6�4��DPOTVNFST�

TFFLJOH�TVDI�CFUUFS�GPS�ZPV�PQUJPOT�BT�EBSL�DIPDPMBUF�PS�OVU�BOE�GSVJU�QSPEVDUT �

BOE�����CVZJOH�PO�TBMF�JUFNT�

&YUSBDU�GSPN�'PPE�#VTJOFTT�/FXT���'FC ��� ����

“”

Page 30: Creative Strategist

1FPQMF�QSFGFS�UP�TIBSF�JOUFSFTUJOH�UIJOHT�PS�VOJRVF�

CFIBWJPS�JO�UIFJS�TPDJBM�HSPVQT�UP�BUUSBDU�PUIFS�QFPQMF�T�

BUUFOUJPO��%FDPSBUJOH�UIFJS�CFE�MJLF�HJHBOUJD�GPPE�JT�POF�

FYBNQMF�

3FTPVSDFT�GSPN�5014: �(PPHMF�5SFOET �5XJUUFS�

Trend 2

Page 31: Creative Strategist

Social media is a bridge able to building the

DPNNVOJDBUJPO�CFUXFFO�QFPQMF�BOE�CSBOET��

*U�JT�BMTP�B�HSFBU�UPPM�UP�TQFFEJMZ�TQSFBE�

NFTTBHFT�BOE�JOnVFODF�QFPQMF�BSPVOE�UIF�

XPSME�

Trend 3

3FTPVSDFT�GSPN�5014: �(PPHMF�5SFOET �5XJUUFS�

.PSF�QFPQMF�UBML�BCPVU�DIPDPMBUF�PO�5XJUUFS��IPXFWFS �4FF�T�$BOEJFT�EPFT�OPU�IBWF�UPP�NVDI�

GPMMPXFST��

$PNQBSF�XPSET���DBOEJFT�BOE�TFFT�DBOEJFT�MPMMJQPQT �QFPQMF�UBML�PO�5XJUUFS�

$PNQBSF�XPSET���DIPDPMBUF�BOE�TFFT�DBOEJFT�DIPDPMBUF �QFPQMF�UBML�PO�5XJUUFS�

Page 32: Creative Strategist

t�6OJWFSTJUZ�TUVEFOU�

t�1FPQMF�XIP�BSF�QSPMJmD�JO�TPDJBM�NFEJB�DJSDMFT �IBWF�UIFJS�PXO�CMPH �BSF�BDUJWF�PO�'BDFCPPL�BOE�5XJUUFS�

t�4QFOE�NBOZ�IPVST�JO�GSPOU�PG�UIF�DPNQVUFS�FWFSZ�EBZ�

t�1SFGFS�UP�USFBU�UIFNTFMWFT�UP�TXFFUT�XIFO�UIFZ�BSF�EFQSFTTFE�

Target Market

Page 33: Creative Strategist

8F�VTF�UIF�UBHMJOF��4FF�4XFFU��*U�XBOUT�UP�FYQSFTT�UIBU�QFPQMF�DBO�FOKPZ�

TXFFU�FWFSZ�UJNF�

Creative Advertising

Page 34: Creative Strategist

Activities

t�.PUPDZDMF�'MBTI�.PC

t�"VUPNPCJMF

t�$IPDPMBUF�-BEJFT

Page 35: Creative Strategist

Ambient

t�-PMMJQPQ�4VOEJBM

t�$PJO�#JOPDVMBST

t�4USFFU�#BOOFS

Page 36: Creative Strategist

Outdoor

t�1PQ�VQ�4UPSF

t�"JSQMBOF�#BOOFS

Page 37: Creative Strategist

Strategies

Page 38: Creative Strategist

Cultural Trends

Be$�:RPDQ�5IF�SPMF�PG�XPNFO�JO�UIF�GVUVSF�XPSME�

t�*OTUSVDUPS��$BNFSPO�.BEEVY

t�$MBTT��$SFBUJWF�5IJOLJOH�GPS�"EWFSUJTJOH

t�4FNFTUFS��'BMM�����

t�4USBUFHJTU��1FHHZ

Page 39: Creative Strategist

5IF�"VTUSBMJBO�MBCPS�NBSLFU�BOE�XPSME�MBCPS�NBSLFU�KVTU�DPOTJTUFOUMZ�BOE�BNB[JOHMZ�

undervalues women in so many roles, particularly

JO�PVS�JOEVTUSZ�“ ”

$BMM�NF�PQQPSUVOJTUJD��*�UIPVHIU�*�DPVME�HFU�CFUUFS�QFPQMF�XJUI�MFTT�DPNQFUJUJPO�

because we were willing to understand the skills and FDSDELOLWLHV�WKDW�PDQ\�RI�WKHVH�ZRPDQ�KDG�

“”&WBO�5IPSOMFZ �DP�GPVOEFS�PG�-PPL4NBSU

5BMLJOH�JO�#MPPNCFSH�#VTJOFTTXFFL�PO�4FQ���OE ��

8IZ�IF�MJLFT�UP�IJSF�XPNFO�

Cultural Trends

Page 40: Creative Strategist

Introduction*O�UIF���TU�DFOUVSZ �NPSF�XPNFO�BSF�BDDFTTJOH�FEVDBUJPO�BOE�XPSLJOH�JO�JOEVTUSZ��

5IBU�BMTP�NFBOT�UIFZ�XJMM�IBWF�NPSF�DIBODFT�UP�QBSUJDJQBUF�JO�UIF�XPSME�

5IFSFGPSF �UP�BOBMZ[F�XPNFO�XJMM�CF�IFMQGVM�UP�VOEFSTUBOE�UIFJS�SPMFT�JO�TPDJFUZ �

BOE�VTF�UIFJS�QFSTQFDUJWF�UP�TFF�IPX�UIFZ�JOnVFODF�UIF�XPSME���

Cultural Trends

Page 41: Creative Strategist

Cultural Trends

Women

BehaviorThou

ghts

C

onsumption

Multiple Roles

Collecting

Decision-making

Free

Accessible

Contents6TJOH�CFIBWJPS �DPOTVNQUJPO�QBUUFSOT�BOE�UIJOLJOH �

UIPTF�UISFF�NBJO�DBUFHPSJFT�UBML�BCPVU�UIF���TU�DFOUVSZ�

XPNFO�

Page 42: Creative Strategist

Cultural Trends

In the 21st century, women can simultaneously EFBM�XJUI�NVMUJQMF�UIJOHT�XJUI�HSFBU�FGmDJFODZ�

Page 43: Creative Strategist

Cultural Trends

Women have different roles in their daily lives and also face a variety of circumstance PO�B�EBJMZ�CBTJT��5IJT�NFBOT�UIBU�XPNFO�FBTJMZ�GBDF�UIF�EJGGFSFOU�TJUVBUJPOT �UIFZ�

have more variety of things to do, so this report shows that women use social media mOEJOH�EFBMT�NPSF�UIBO�NFO�

Proof 18VH�VRFLDO�PHGLD�PRUH�WR�ÀQG�VROXWLRQV�

MenWomen

3FTPVSDFT�GSPN�OFYUPQJB�

Page 44: Creative Strategist

Cultural Trends

Proof 2:RPHQ�KDYH�PXOWLSOH�UROHV�LQ�VRFLHW\�WRGD\�

Women have taken on PXOWLSOH�UROHV�WR�DGDSW�WR�FKDQJHV�LQ�WRGD\·V�VRFLHW\��5IFZ�DPOUJOVF�UP�NFFU�

household and family responsibilities, while at the same time working outside the IPNF�BOE�USZJOH�UP�QVSTVF�QFSTPOBM�JOUFSFTUT�

“”Extract from Cleveland Clinic

Topic: Work Home Multiple Roles & Stress, Oct, 21, 10

Less than ����RI�IDPLOLHV�WRGD\�DUH�´W\SLFDO�µ where UIF�GBUIFS�JT�UIF�XBHF�FBSOFS�BOE�UIF�NPUIFS�JT�BU�IPNF�XJUI�TFWFSBM�DIJMESFO��*O�����

PG�NBSSJBHFT �CPUI�QBSUOFST�BSF�FNQMPZFE��"MTP �����PG�NBSSJFE�XPNFO�XJUI�DIJM-ESFO�VOEFS�BHF����BSF�JO�UIF�XPSL�GPSDF�

“”&YUSBDU�GSPN�IUUQ���IND�ZVLV�DPN

Jugglers of multiple roles, Mar, 10, 13

Page 45: Creative Strategist

Cultural Trends

Proof 35HSRUWV�DERXW�VWUHVV�UHODWHG�WR�WKHVH�PXOWLSOH�UROHV�

5PEBZ �XPNFO�BSF�NVMUJ�UBTLJOH�JO�UIFJS�XPSL�BOE�QFSTPOBM�MJWFT��.BOZ�XPNFO�IBWF�

WZR�WR�GR�OLVWV��RQH�IRU�WKH�KRPH�DQG�RQH�IRU�WKH�RIÀFH��WKDW�GRPLQDWH�WKHLU�HYHU\GD\�GHFLVLRQV�Women experience multiple life stressors in their many roles as wives, mothers, daughters, care- takers, friends and career professionals and all of these demands BEE�TUSFTT�UP�UIFJS�MJGF�

”Extract from citifmonlineMultiple roles make women more stressed, Sep, 21, 14

Page 46: Creative Strategist

Cultural Trends

1SFGFSJOH�UP�IBWF�JOUFSBDUJWF�FYQFSJFODF�

Page 47: Creative Strategist

Cultural Trends

Proof 10DNH�KRPHPDGH�EHDXW\�E\�QDWXUDO�LQJUHGLHQWV�

&KORH�)HOGPDQ:PV5VCF�DIBOOFM�TVCTDSJCFT������,

IUUQT���XXX�ZPVUVCF�DPN�VTFS�$MPF$PVUVSF

6DUL�-RQHV:PV5VCF�DIBOOFM�TVCTDSJCFT�������,

IUUQT���XXX�ZPVUVCF�DPN�VTFS�LSB[ZSBZSBZ

The Wall Street Journal talked to a few WHHQDJH�FRVPHWLFLDQV…, having felt the residual effects of the economic recession, opted out of investing in

expensive products for their high-quality beauty tastes and took toFRQFRFWLQJ�WKHLU�RZQ�PDNHXS�UHFLSHV�LQ�WKH�FRPIRUW�RI�WKHLU�RZQ�KRPHV�

”Extract from Beauty High post on Sep 22nd, 11

Page 48: Creative Strategist

Cultural Trends

Proof 2:RPHQ�WHQG�WR�EH�DWWUDFWHG�WR�LQWHUHVWLQJ�DQG�SOD\IXO�FRQWHQWV�

3OD\%X]]This website enables people to play and create playful content PO�UIF�XFC�TVDI�BT�RVJ[[FT �MJTUT�BOE�QPMMT��1FPQMF�BSF�BCMF�UP�

FNCFE�PS�TIBSF�UIJT�UZQF�PG�DPOUFOU�PO�UIFJS�QFSTPOBM�TJUFT�

7ZLWWHU�IROORZHUV������.)HPDOH�XVHUV������������0DOH�XVHUV������������� ���

3FTPVSDFT�GSPN�1MBZ#V[[ �RVBOUDBTU �UXJUUFS�

Page 49: Creative Strategist

Cultural Trends

Proof 3,Q�VRFLDO�PHGLD�WHUPV�VHDUFKLQJ�GDWD�

Recently, DIY and handmade items have DPNFCBDL�BHBJO�JO�NBSLFUJOH��"MTP �SFTFBSDI�

handmade, DIY, sewing and sewing machine those terms within social media using data depending on gender differentiation, the results show that women are making things by herself NPSF�UIBO�NFO�

3FTPVSDFT�GSPN�5BMLXBMLFS�

Page 50: Creative Strategist

Cultural Trends

Before consuming, women follow, collect BOE�SFTFBSDI�PUIFS�JOGPSNBUJPO�

Page 51: Creative Strategist

Cultural Trends

Proof 1:RPHQ�SUHIHU�WR�KDYH�LQWHUDFWLRQV�ZLWK�SURGXFWVEHIRUH�SXUFKDVLQJ�

The market analist adds that a pleasant taste also plays an important role in beauty

supplements and currently there are many SURGXFWV�RQ�WKHPDUNHW�WKDW�RIIHU�LQGXOJHQW�WDVWHV��FUHDWLQJ�D�FRPSHWLWLRQ�LQ�RIIHULQJ�LQWHUHVWLQJ�ÁDYRUV�

“”&YUSBDU�GSPN�IUUQ���XXX�DPTNFUJDTEFTJHO�DPN�.BSLFU�5SFOET�#FBVUZ�GSPN�XJUIJO�TVQQMFNFOUT�IPX�UP�XJO�UIF�DPOTVNFS

Page 52: Creative Strategist

Cultural Trends

Proof 2)ROORZ�EUDQGV�ZHEVLWHV�WR�JHW�LQIRUPDWLRQ�

3FTPVSDFT�GSPN�-BC��� �.BSLFU�3FTFBSDI��4NBSUFS�

Women often follow those beauty brands on social media to get more JOGPSNBUJPO �DPVQPOT�BOE�TBMF�JUFNT�

Page 53: Creative Strategist

Cultural Trends

Proof 3)ROORZ�VXJJHVWLRQV�IURP�FHOHEULWLHV�RU�EHDXW\�ZHEVLWHV�

3FTPVSDFT�GSPN�5XJUUFS�

5HÀQHU\��Twitter followers ���.

%U\FH�*UXEHUTwitter followers ���.

Page 54: Creative Strategist

Cultural Trends

.BLF�EFDJTJPOT�CZ�UIFNTFMWFT�

Page 55: Creative Strategist

Cultural Trends

Proof 1$EOH�WR�DWWHQG�KLJKHU�HGXFDWLRQ�E\�SHUVRQDO�FKRLFH�

t�8PNFO�IBWF�CFFO�FBSOJOH�NPSF�CBDIFMPS�T�EFHSFFT�UIBO�NFO�TJODF������

t�8PNFO�IBWF�CFFO�FBSOJOH�NPSF�NBTUFS�T�EFHSFFT�UIBO�NFO�TJODF������

Resources from5IF�(SBEVBUF�.BOBHFNFOU�"ENJTTJPO�$PVODJM

#VTJOFTTXFFL���IUUQ���CVTJOFTTXFFL�DPN�CTDIPPMT�SBOLJOHT�

Page 56: Creative Strategist

Cultural Trends

Proof 2,Q�VFLHQFH�UHVHDUFKLQJ��ZRPHQ�PRUH�ZLGH�WKLQNLQJ�

TDJFOUJTUT�UIFPSJ[F�UIBU�UIPTF�EJGGFSFODFT�NJHIU�FYQMBJO�XIZ�NFO�UFOE�UP�FYDFM�JO�UBTLT�

that depend on sheer processing while ZRPHQ�VKRZ�UHODWLYH�VWUHQJWK�LQ�WDVNV�WKDW�FDOO�IRU�DVVLPLODWLQJ�DQG�LQWHJUDWLQJ�GLVSDUDWH�SLHFHV�RI�LQIRUPDWLRQ��

8IBU�T�NPSF �UIF�DPSE�DPOOFDUJOH�UIF�MFGU�BOE�SJHIU�MPCFT�JT�����UIJDLFS �PO�BWFSBHF �JO�

GFNBMF�CSBJOT��"OE�ZRPHQ�KDYH�ZLGHU�SHULSKHUDO�YLVLRQ�WKDQ�PHQ�GR�

”Extract from How Women Decide, Cathy Benko and Bill Pelster, Sep, 2013

Page 57: Creative Strategist

Cultural Trends

Proof 3*HQGHU�HTXDOLW\��ZRPHQ�FDQ�GHFLGH�E\�WKHLU�RZQ�LGHD�

*G�UIFSF�JT�POF�UIJOH�*�LOPX�GPS�DFSUBJO �JU�JT�UIBU�UIJT�IBT�UP�TUPQ��'PS�UIF�SFDPSE �GFNJOJTN �

CZ�EFmOJUJPO �JT�UIF�CFMJFG�UIBU�PHQ�DQG�ZRPHQ�VKRXOG�KDYH�HTXDO�ULJKWV�DQG�RSSRUWXQLWLHV��*U�JT�UIF�UIFPSZ�PG�UIF�QPMJUJDBM �

FDPOPNJD�BOE�TPDJBM�FRVBMJUZ�PG�UIF�TFYFT�

“”&YUSBDU�GSPN�&NNB�8BUTPO�)F'PS4IF�4QFFDI�BU�UIF�6OJUFE�/BUJPOT�6/�8PNFO �4FQ���UI ���

Page 58: Creative Strategist

Cultural Trends

5IF�GSFFEPN�PG�UIJOLJOH�

Page 59: Creative Strategist

Cultural Trends

Proof 1)UHH�WR�HQMR\�WKH�WKLQJV�WKH\�ÀQG�LQWHUHVWLQJ�

*�WF�IBE�OP�USBJOJOH �JU�XBT�KVTU�TPNFUIJOH�UIBU�*�HQMR\HG�GRLQJ��*U�T�B�

GBJSMZ�DIFBQ�IPCCZ��*�CVZ�GBDF�QBJOUT�GSPN�GBODZ�ESFTT�TIPQT�BOE�UIFZ�POMZ�XPSL�PVU�

BU�b��FBDI�“

”&YUSBDU�GSPN�IUUQ���XXX�EBJMZNBJM�DP�VL

IUUQT���XXX�ZPVUVCF�DPN�XBUDI W�.S*8�)�7Q;�

%HOLQGD�0DLQHV

Page 60: Creative Strategist

Cultural Trends

Proof 20HQ�ZRUN�WR�JHW�DQG�NHHS�PRUH�ZRPHQ�LQ�VFLHQFH�

*U�JT�FBTZ�UP�TBZ �BT�B�NBO �UIBU�ZPV�BSF�GPS�FRVBMJUZ�GPS�XPNFO�����CFDBVTF�ZPV�BSF�PGUFO�

TQFBLJOH�GSPN�B�QPTJUJPO�PG�QSJWJMFHF��#VU�XF�OFFE�UP�EP�NPSF�UIBO�KVTU�UBML�BCPVU�FRVJUZ��

we need to use that position of privilege to actively FUHDWH�RSSRUWXQLWLHV�IRU�DOO��7KH�JUHDWHVW�XVH�RI�SRZHU�LV�WKHHPSRZHUPHQW�RI�RWKHUV�

“”&YUSBDU�GSPN�.BUU�8BMMBFSU�

Page 61: Creative Strategist

Cultural Trends

Proof 30HQ�ZRUNLQJ�WR�IXUWKHU�DWWUDFW�PRUH�ZRPHQ�WR�WHFKQRORJ\

We have a tremendous opportunity to build technology that expands our human poten-

UJBM������BOE�EXLOGLQJ�D�FOLPDWH�RI�WUXVW�ZLWKLQ�WDOHQWHG�DQG�GLYHUVH�WHDPV�KHOSV�LPSURYH�WKH�TXDOLW\�RI�RXU�VRIWZDUH�DV�ZHOO�DV�WKH�TXDOLW\�RI�OLIH�

“”&YUSBDU�GSPN�3PTT�4NJUI�

Page 62: Creative Strategist

t�*OTUSVDUPS��$BNFSPO�.BEEVY

t�$MBTT��$SFBUJWF�5IJOLJOH�GPS�"EWFSUJTJOH

t�4FNFTUFS��'BMM�����

t�4USBUFHJTU��1FHHZ

Social Listening

Page 63: Creative Strategist

Social Listening

&RQWHQWVt�#SBOE

t�1SPCMFN

t�0CKFDUJWFT

t�1FPQMF

t�#BSSJFST

Page 64: Creative Strategist

Social Listening

1LYHD was established by pharmacist Carl Paul Beiersdorf in 1882, which means UIFZ�IBWF�PWFS�POF�DFOUVSZ�PG�FYQFSJFODF�NBLJOH�TLJO�BOE�CPEZ�DBSF�QSPEVDUT��

During the 1930s, Beiersdorf began producing tanning oils, shaving cream, shampoo BOE�GBDJBM�UPOFST��/JWFB�JT�XFMM�LOPXO�GPS�VTJOH�QFSGVNF�JO�UIFJS�QSPEVDUT�TJODF�UIF�

CFHJOOJOH�

%UDQG

Page 65: Creative Strategist

Social Listening

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3UREOHP*O����� �/JWFB�TUBSUT�UP�USBOTGPSN�JUTFMG�JODMVEJOH�SFPSHBOJ[JOH�NBOBHFNFOU �

launching a new skin research center, new products and designing a rebranding TUSBUFHZ�GPS�/JWFB�QSPEVDUT�

)PXFWFS �QFPQMF�BSF�TFBSDIJOH�GPS�/JWFB�PO�(PPHMF�MFTT�BOE�MFTT�FBDI�ZFBS�

Page 66: Creative Strategist

Social Listening

The search trends on Google still show ups and downs, but the average search OVNCFS�JT�UP�EFDMJOF�DPOUJOVJOH��

2EMHFWLYHV

3HRSOH·V�DWWHQWLRQ�NHHS�UHGXFLQJ�

3FTPVSDFT�GSPN�(PPHMF�5SFOE�

Page 67: Creative Strategist

Social Listening

3FTPVSDFT�GSPN�(PPHMF�5SFOE�

t�/JWFB�DSFBN�NBEF�GBMTF�DMBJNT�BCPVU�UIFJS�

product in advertising and then had to pay the mOF�UP�6�4��'FEFSBM�5SBEF�$PNNJTTJPO�

t�/JWFB�BMTP�IBE�TPNF�JOBQQSPQSJBUF�SBDJTU�

DBNQBJHOT�

3UREOHP�KDSSHQHG�DIWHU������

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Page 68: Creative Strategist

Social Listening

This campaign came out three years ago; however each year people around XPSME�TUJMM�SFUXFFU�BOE�UBMLJOH�BCPVU�JU�PS�VTF�JU�UP�DPOOFDU�XJUI�PUIFS�FWFOUT�

3HRSOH��

3HRSOH�WDON�ORWV�QHJDWLYH�FRQFHSW�DERXW�WKLV�FDPSDLJQ�

3FTPVSDFT�GSPN�5XJUUFS�

Page 69: Creative Strategist

Social Listening

3FTPVSDFT�GSPN�5BMLXBMLFS�

����

The interesting thing is even though people keeping mention this campaign, most people talking about this topic are in Germany and 6OJUFE�4UBUFT�

,Q�*HUPDQ\��PRVW�SHRSOH�IHHO�QHJDWLYH�DERXW�UDFLVW�FDPSDLJQ�,Q�8QLWHG�6WDWHV��PRVW�SHRSOH�IHHO�QHXWUDO�DERXW�LW�

Page 70: Creative Strategist

Social Listening

3HRSOH��

7HHQDJH�JLUOV�WDON�ORWV�DERXW�QHZ�1LYHD�OLS�EDOP�

3FTPVSDFT�GSPN�*OTUBHSBN �5XJUUFS �:PVUVCF�

Page 71: Creative Strategist

Social Listening

3FTPVSDFT�GSPN�5BMLXBMLFS�

The interesting thing is the data showing that the GFFMJOH�BCPVU�/JWFB�OFX�MJQ�CBMN�JO�6OJUFE�4UBUFT�JT�

split to three parts: QHJDWLYH� QHXWUDO and SRVLWLYH�

Page 72: Creative Strategist

Social Listening 1LYHD�PHQ�KDV�EHFRPH�SRSXODU�

3FTPVSDFT�GSPN�5014: �5BMLXBMLFS�

/JWFB�.FO

/JWFB�-JQ

/JWFB�$SFNF

3HRSOH��'SPN�UIF�JOGPSNBUJPO �JU�TIPXT�/JWFB�NFO�

has become more popular than other QSPEVDUT�GSPN�/JWFB�

Page 73: Creative Strategist

Social Listening

3FTPVSDFT�GSPN�5BMLXBMLFS �5XJUUFS�

#VU�NFO�DBSF�XIBU�/JWFB�TBZT�

in their campaign, and most responses are suspecious BCPVU�UIFJS�QSPEVDUT�

"OE�FWFO�/JWFB�NFO�JT�QPQVMBS �UIF�JOGPSNBUJPO�

TIPXT�UIBU�GFNBMFT�DBSF�BOE�UBML�BCPVU�/JWFB�NFO�

NPSF�UIBO�NBMFT�

Page 74: Creative Strategist

Social Listening

3FTPVSDFT�GSPN�(PPHMF�5SFOET�

%DUULHUV.BKPS�DPNQFUJUPST�BSF�UIF�NPTU�CBSSJFST�

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PG�/JWFB�BOE�TIPX�EJGGFSFOUJBUFE�JU�XJUI�

PUIFS�DPNQBOJFT�JT�SFBMMZ�OFFEFE�

Page 75: Creative Strategist

Social Listening

3FTPVSDFT�GSPN�5BMLXBMLFS�

5IF�6�4��QJF�DIBSU�TIPXT�UIBU�

/JWFB�TUJMM�IBT�DIBODFT�UP�QSPNPUF��

'JOEJOH�UIF�SJHIU�EJSFDUJPO�BUUSBDU�

new blood to become main cus-UPNFST�JT�JNQPSUBOU�OPX�

Page 76: Creative Strategist
Page 77: Creative Strategist

Web Design

Page 78: Creative Strategist

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Coding Practice Programs

Page 79: Creative Strategist

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Program 1 - Recipe

Page 80: Creative Strategist

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Program 2 - San Francisco Landmarks

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Page 82: Creative Strategist
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Page 85: Creative Strategist

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Courses:

Page 86: Creative Strategist