Kristin LowryStrategist

“Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.” – Steve Jobs

Contents

Best Buy

Vibram FiveFingers

People Helping People

Resume

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7

11

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“Curiosity about life in all of its aspects, I think, is still the secret of great creative people” – Leo Burnett

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About Me

About MeWHO I AM

I am one of those rare people who enjoys talking to strangers in airports and hearing their stories. It’s an acquired appreciation because my flights are often delayed. I like airports because they’re one of the few places in the world where people from all walks of life are doing the same thing, at the same time, in the same place. Everyone, from “The Rich Kids of Instagram” flying first class, to the person who has saved for years for that one coach ticket, is doing the same thing: sitting and waiting for their plane. It’s finding an insight like this that makes me appreciate strategy. I believe that people must align their careers with who they are as a person in order to truly succeed.

I also like being in airports because it means that I am traveling.

WHAT I DO IN MY SPARE TIME ● Running. I am addicted to running while listening to music. ● Going to music festivals and concerts (house and alternative).● Reading. I like reading books about cultures and lifestyles that are different from my own. One of my favorite books is Shantaram by Gregory David Roberts about life in India.● Hiking. My favorite place to go hiking is the San Juan Islands in Washington. I used to go there growing up and I still think it is one of the most beautiful places in the world.

● Painting. I am self taught and have been painting since I was a kid. Part of the reason why I enjoy working with creatives is that I have a genuine love of art.

SOME OF MY PAINTINGS

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googleimages.com

Best Buy

The BackstorySince the early 2000s, Best Buy’s sales have been on the decline. They have increasingly become the showroom for their online competitors (Amazon, EBay etc.), who offer lower prices. Best Buy is perceived as being out of date and needs to reach a younger audience.

The ChallengeMaking Best Buy relevant to Millennials.

The ResearchWe wanted to do a deeper dive into how Millennials purchase electronics and how they perceive Best Buy in relation to it’s competitive set.

The Methodology● ”Man on the street” interviews. ● One-on-one interviews.● Social media research.● Desk research.

The Consumer Milllennials (Age 18-29). They are defined as “tech-savvy” and are heavy consumers of pop culture and social media. Although they are facing harsh economic realities and are likely unemployed, they remain optimistic and have an entrepreneurial spirit.

The DiscoveryThe term “tech-savvy” means different things to different people. To some “tech-expert” Millennials (mostly males), it means knowing how to code and the ins and outs of computer operating systems. To other “tech-enthusiast” Millennials (mostly females), it means having the latest technology and knowing how to use all the apps on their smart phones. The “tech-enthusiast” group is more likely to seek out technology advice, often in the form of customer reviews.

The Insight“Tech-enthusiast” Millennials easily trust the advice of anyone with perceived expertise.

The Strategy: Best Buy looks out for your best interest.

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It’s a beautiful thing when you find a piece of tech you’re compatible with. Days, nights, you’ll always be glad it’s by your side. That’s why at Best Buy we are dedicatedto find the best product that fits your needs...with a simple conversation.

LET ’S TALK TECHNOLOGY

www.bestbuy.com/techmatchmaker

TECH MATCHMAKERMeet your

Meet, chat and get the best advice at:

It’s a beautiful thing when you find a piece of tech you’re compatible with. Days, nights, you’ll always be glad it’s by your side. That’s why at Best Buy we are dedicatedto find the best product that fits your needs...with a simple conversation.

LET ’S TALK TECHNOLOGY

www.bestbuy.com/techmatchmaker

TECH MATCHMAKERMeet your

Meet, chat and get the best advice at:

It’s a beautiful thing when you find a piece of tech you’re compatible with. Days, nights, you’ll always be glad it’s by your side. That’s why at Best Buy we are dedicatedto find the best product that fits your needs...with a simple conversation.

LET ’S TALK TECHNOLOGY

www.bestbuy.com/techmatchmaker

TECH MATCHMAKERMeet your

Meet, chat and get the best advice at:

Print

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Best Buy - Creative Creative Concept: Meet Your Technology Matchmaker

WHO ARE YOU TALKING TO?

Name: Patrick Zaman

Speciality: Home applicances

Rank: Assistant Manager

Hobbies: Video games, going to new product conventions, movie nights

Patrick says: www.bestbuy.com/172230/mic2/333Patrick says: www.bestbuy.com/172230/mic2/333

You: www.amazone.com/reettdop/er13/11

Type text here

TECH MATCHMAKERMeet your

Name: Patrick Zaman

Speciality: Home applicances

Rank: Assistant Manager

Hobbies: Video games, going to new product conventions, movie nights

OUR AVAILABLE INSTORE SPECIALIST

CHOSE YOUR PRODUCT CATEGORY

Computer electronics Music and SoundKitchen appliancesGaming and TVCamera’s

Digital

Instead of going to a Best Buy store, users could go to a microsite where they could select an in-store representative who would discuss the products with them as they saw them in real time, via webcam. It is basically the in-store experience online.

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googleimages.com

Vibram FiveFingers

The BackstoryVibram FiveFingers is a running shoe designed with separated toes to mimic barefoot running. The barefoot running movement has gained momentum over the last few years. FiveFingers is facing more competitive pressure than ever before. Nearly every major running shoe company now has a barefoot inspired line, with more and more entering the market.

The ChallengeGetting consumers to choose FiveFingers over it’s competitors by positioning it as a legitimate athletic shoe.

The Consumer Adults age18-30 (male skew). They are athletic and goal oriented, striving to overcome fear. They have a “live hard, play hard” mentality. They are more likely to participate in non-traditional movement events such as Tough Mudder and parkour for the athletic challenge, sense of community and variety.

Jungian Archetype: The Explorer. The Explorer’s goal is to experience a better, more authentic, more fulfilling life. The Explorer’s core desire is to define one’s self by exploring the world with freedom.

The ResearchWe felt that toes are polarizing, so we wanted to find out if they truly are and why. Once we understood that, we could gain a better understanding of how to market a shoe with separated toes.

The Methodology● Interviews with people at pedicure salons.● Interviews with sales people who sold FiveFingers.● “Man on the street” interviews.● A one-on-one interview with a woman who went barefoot as a lifestyle. ● Foot phobia and foot fetish websites.

The Discovery ● Toes are polarizing.● When many people see FiveFingers, they associate them with feet (and thus uncleanliness), which are socially unacceptable.

The Strategy: FiveFingers is the shoe for athletes who value performance over public opinion.

The InsightSome people care more about their athletic goals than what people think.

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Guerilla

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We would create a Facebook community for people who participate in non-traditional movement events such as parkour or Tough Mudder. It would help them to find a training partner.

Vibram FiveFingers - CreativeCreative Concept: Made to Move

Social

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People Helping People

The BackstoryPeople Helping People (PHP) is a relatively unknown non-profit run by philanthropist Bonnie Lunt. It started in 1995 as a disaster relief effort for Hurricane Andrew. PHP is a virtual organization that mobilizes on an as-need basis. Currently, PHP is working to improve the education and health care system in the impoverished Azama community in Ecuador. They need to raise $150k in the short term and create a large and loyal donor base in the long term.

The ChallengeRaising funds, awareness and creating a donor base for PHP in an over-saturated non-profit market.

The Consumer Slacktivist (slacker + activist). They want to connect to the world around them and serve the greater good, but do so with minimal effort.

Slacktivists are active on social media. We wanted to target them for their ability to build overnight awareness. They appreciate humor, about themselves and life in general. They are easily swayed by the “Share-ability Factor”

The InsightNobody knows where the hell Ecuador is.

The Strategy: Slacktivists will pay attention if PHP challenges their global ignorance.

The ResearchWe wanted to know why people donate, who they donate to and why. We also wanted to dive deeper into who PHP is and who they help. Since PHP is an international non-profit, we needed to understand how the target views the world at large as well.

The Methodology● Desk research.● Social media research.

The DiscoverySlacktivists see themselves as globally aware but they are actually globally ignorant.

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The outdoor component of the campaign would begin with a two week teaser campaign, “Where the hell is Ecuador”. This would get people searching for PHP. After the teaser, we would launch the outdoor with the URL for our microsite.

Outdoor

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Creative Concept: Where the Hell is Ecuador.

People Helping People - CreativeCreative Concept: Where the Hell is Ecuador.

The digital component of the campaign would be centered around a microsite where people “give the map a tap” and try to pin Ecuador. The site then informs them how far their pin is from Ecuador. It tells them facts about the country and gives them the option to donate awareness (posts on Facebook and Twitter) or money.

Digital

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ResumeAgency Experience

MediaCom LA

Account Associate Created media plans for movie, DVD and video game releases.

MindShare LA

Media Planning Intern Assisted media planners and associate media planners on various campaigns.

Visual Catch San FranciscoResearcher / Strategist ● Created digital communications strategy of reaching the target when they would be thinking about purchasing circus tickets, for pro bono client Born Free USA’s anti-circus initiative.

● Researched and selected online video for use in the campaigns of various advertising agencies and clients.

Miami Ad SchoolAccount Planning Boot Camp

Art Institute of California San DiegoBachelors of Science in Advertising

Washington State UniversityBachelors of Arts in Political Science

Pro Bono Work

Skills ● Third Party Syndicated Research Tools: MRI, Simmons, Scarborough, Competitrack, Comscore

2012

2009-2011

2009

2012

2008

2004

Zenith Media San FranciscoMedia PlannerGenerated media strategy for Travelocity, based on their target’s travel habits, historical and sales data, competitive analysis and creative launches.

AD2SF Strategy LeadDeveloped social/interactive strategy for AD2SF’s annual pro bono campaign.

Education

Before Advertising

● Nova Southeastern UniversityJ.D. Candidate● File clerk at law firm, Stafford Frey Cooper

2006-2007

2005-2006

2011-2012

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