Lu's idea portfolio​

In 2021, I participated in a Unilever Contest where students from all different Spanish universities had to create a campaign proposal for their beauty and personal care brand: Love, Beauty and Planet. The goal of the summer campaign was for the expansion of the British brand in Spanish soil. It had to show Love, Beauty and Planet’s personality, connect with the target audience, build a community around the brand and instigate a growth in their social media reach. The focus was not to create Advertising, as they had already went that route in the past, but to create captivating content which would generate owned, earned and paid media. The campaign also had to include a few influencers and a brand ambassador. 

Below you will see the result of months worth of effort encaptured in an idea, a presentation and a report. The presentation is written in Spanish because it would be the one shown to the representatives of the brand. I encourage you to read the whole report as it dives deep into the brand’s identity, competition and analysis as well as the campaign’s ideation, purpose, planification and functionality.

Although my idea didn’t win the contest, I am extremely proud of what I was able to accomplish. Not only is it creative and innovative but it is resourceful and compliant with all that was asked in the brief. I maintained an excellent balance in staying fresh, strategic and true to the brand’s essence. Although ambitious, I think it could have been a very interesting solution to their problem.