Minerva Beauty "Feel Factor" Campaign

In my advertising capstone at the University of Georgia, my team developed a full-scale campaign for a real-world client, operating as a mini agency with assigned roles. I was selected by my professor to serve as one of the Account Executives, where I led client communications and project management to keep our team aligned across every stage of the project. Our client was Minerva Beauty, a salon and wellness equipment provider, and we were tasked with developing a campaign to expand Minerva's business in the Wellness industry.

As Account Executive, I contributed to each phase of the campaign process—including conducting industry and media research, formatting and presenting research findings, leading target audience interviews, shaping audience insights, and assisting in the development of our creative concepts. I also partnered with the media team to define our media strategy and platform-specific KPIs.

At the end of the semester, I was chosen as one of six team members to present our campaign to the client, Minerva Beauty’s Vice President of Marketing, where I presented our target audience profiles and creative executions. Check out highlights from the campaign below!