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advertising portfolio.
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nicole mignon huntsman
enthusiasm. ambition. desire.
I am a passionate traveler and frequently find myself chatting up a storm with strangers. I was born and raised in Dallas, Texas where the grass is always green (﴾except in August)﴿. I am a loyal consumer of Kirkland Trail-mix from Costco and Smartwater. I crave anything creative and often let my imagination run wild. I grew up with a business-guru father and an interior designer mother, where I established my talent for creative thinking. Color, patterns, and prints excite me. On rainy days I am either inside reading or outside exploring. I am a southerngal who loves some good chips and salsa. I thrive off of challenges and problem solving. When life gets hard, I turn on Seinfeld until I can’t stop laughing. I consider myself a smart risk taker. I tend to be opinionated, but I am also teachable. I live for making a difference. Advertising is a way I know I can do that.
contents.
........ Resume
......... Anthropologie
......... BYU Wellness
......... Tipping Bucket
......... L’Oreal Professionnel
......... Organic Lunch Product
work experience.
BYU Advanced Advertising LabAdvertising Account Manager2009-PresentProvo, UtahWorked with a variety of clients while learning the workings of an advertising agency. Clients include: Tipping Bucket, ORCA, JCPenney, and BYU Wellness.
AnthropologieVisual InternFebruary 2008-June 2008Dallas, TexasAssisted the Visual Manager/Merchandiser with window displays, organized products and merchandise, and worked closely with the Creative Display Coordinator.
It’s A PartySales Associate and Assistant BuyerOctober 2006-June 2008Dallas, TexasResponsibilities included creative projects and designs for both store displays and sales campaigns, opening/closing the store, merchandise orders, buyer at the Dallas Market, and customer service.
education. Brigham Young UniversityBachelor of Arts in CommunicationsAdvertising
activities.
BYU Advanced Advertising LabL’Oreal BrandstormMember of American Advertising Federation, Utah Chapter (﴾AAF)﴿
skills.
Mac/Windows OSMicrosoft OfficeAdobe PhotoshopQualtrics
Anthropologie
Anthropologie is a world-wide retail store that is known for
its whimsical and unique store design and merchandise.
me.As the Visual Intern, I had the opportunity to work alongside the Visual Manager in formulating design plans for window and store displays.
problem.How to create an inviting atmosphere while keeping Anthropologie’s unique style in execution and product display.
solution. Focus on the layout and design quality of the store that would be most appealing to the consumer’s eye through innovated approaches.
results.Increased number of customers and sales through the creation of abstract window displays and organization of product placement.
BYU Wellness
me.I managed a team to create the strategy for a BYU Wellness campaign that would motivate students to live a healthy lifestyle. I assisted in discovering key insights through research, and also in preparing the brand model and creative brief. I acted as the liaison between the BYU adlab and the client.
problem.The BYU Wellness program feels as though students do not make wellness a top priority in life and want to find a way in establishing the importance back into the student’s life.
research.I organized and assisted in conducting 17 ethnographies and friendship groups, and a comprehensive online survey that was sent out to 3,000 students. I assisted in calculating quantitative research using SPSS and comparing the data results of the 873 responses.
insight. Although college students perceive wellness an important aspect of their lives, it has fallen to “the bottom of the list” and they lack the knowledge of opportunities for physical wellness on and off campus. Students need to be not only informed, but also inspired in making wellness a top priority again.
result.Our research motivated BYU administration to make a campus campaign aimed at students to communicate the news of a new Student Wellness program that includes a director and an advisory council. An accessible and student-friendly website was made that compiles and organizes every wellness entity on campus.
brand model.
current brand position:Facets of student wellness are convoluted and lost within the immensity of the University. Students are unaware as to services the University offers and find out what little they know through inconsistent channels.
desired response:BYU Wellness is evidence of a responsive administration, providing guidance by encouraging, educating and enabling students to pursue life-long wellness.
conceptual target:The unbalanced BYU student.
Students focus on one part of their Wellness, but don’t acknowledge the other components that they do not recognize as a priority. They focus too intensely on one aspect but ignore the others. Obsessing over the details, they fail to grasp the larger picture of personal wellness.
core desire:“I thrive on the sense of accomplishment, from academic success to social relations. I feel less stress once I’ve accomplished something and all of my efforts seem worthwhile.”
role of the brand:BYU Wellness provides services that help students feel fulfilled. The program lessens stress by providing balance in the students’ lives, fleshing out the neglected aspects of wellness to create a more holistic experience. As a guiding resource, BYU Wellness empowers the student according to their individual wellness ambitions.
compelling truth:BYU Wellness is an evolving program, the administration is listening to the student voice, and the website acts as a hub of information which compiles University resources.
selling idea:BYU Wellness spreads you out without spreading you thin.
students priorities ranked 1-5.
Tipping Bucket
me.As part of the Tippingbucket.org campaign, I assisted in the research, attended group and client meetings, and helped create awareness for the brand.
problem.Create a messaging strategy that will increase membership numbers, donations, and outside funding while keeping current members active and motivated to do more.
solution. Our client decided to enter the 2010 Pepsi Refresh Project and commissioned the BYU adlab to lead the efforts. The project targeted people, businesses, and non-profit organizations with ideas that would have a positive impact in the community. After the ideas were submitted, the public had the opportunity to go online and vote for their top ideas for a limited time. The top ranked ideas would win a grant to help execute and advance their idea. Tipping Bucket entered the Pepsi Refresh project to create more awareness among the target consumer.
execution.Encouraged people to vote through community outreach in college classes, high schools, and local businesses. Also motivated people to vote via text messaging, viral videos, e-mails, and other social media sources. Conducted guerilla events that included a sidewalk chalk campaign that reached to around 15,000 people in one day through over 500 chalk messages, and an awareness campaign at sporting events.
L’Oreal Professionnel
me.For the 2011 L’Oreal Brandstorm, our client was L’Oreal Professionnel. As part of a three-member team, I conducted in-depth research that led to analyzing the target market and formulating a comprehensive 10 page case study.
challenge.Create a L’Oreal Professionnel product for men that would be sold through salons.
problem.How do we create an atompshere that attracts men to salons for an addicting experience that will lead to product trial and purchase.
research.Our research showed us that men care about how they look. They want to embrace their masculinity, yet not neglect their appearance. This balance is something that in the past few years has become a constant theme. In order to become the stylish, yet manly man, they have begun to focus on their look from head to toe, head being a big focus. Hair is a big focus, and men are beginning to try premium male-specific haircare products. They want products tailored to them that makes them stand out, yet look the part of the hedonistic man. Men are on the hunt for something that gives their hair texture, but maintains a smooth and styled appearance. They are trying waxes, sprays, mousses, gels, and other products but still are wanting to find the “it” product.
target. Aimed towards the male demopgraphic ranging from ages 20-35. These men are classified as the passionate and motivated men who keep a casual, yet well-groomed appearance while carrying a “quiet confidence” look. These men are always seeking for new opportunities and ideas in order to reach their potential. They live life to the fullest, but understand the balance that is required to succeed.
idea.Create a product that will be recognized as a staple in their everyday routine and that will help men feel confident and complete. The product is the extra “umph” they need without looking overdone.
product solution.L’Oreal Professionnel: Rogue is a product line that is clear, simple, and just enough to keep men moving and thriving. This product line is made up of three different products including a texturizer, smoother, and refresher which all include a color tint to enhance men’s natural hair color.
Organic Lunch Product
me. I led a team to develop a product and create a strategy for a organic lunch product. I conducted qualitative and quanitative research, assisted in creating the brand model and creative brief, and pitched the final presentation to the client.
problem.How to create a healthy lunch product that will solve the battle between the picky palettes of children and the health-concious minds of mothers.
solution.Munchbox. Munchbox is designed to make eating healthy fun for kids through the unique packaging and food compartments. Online order services and in-store kiosks make it more convenient for mothers to give their children the customizable, healthy lunch their kids will eat.
results.Our research findings and recommendations helped management make important decisions regarding the potential launch of a new product.
The online portion of the campaign offers a quick and easy method for mothers to decide on options for their kids. Sign-up includes an option to save kids lunch
preferences to profiles.
The unique design and eco-friendly packaging of Munchbox is made out of combustable cardboard and is
easily shipped and recycled.
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thank you.
