During a class campaign project, my team and I developed a wellness brand aimed at promoting mental health among college students. We wanted to tackle topics like anxiety and burnout—subjects that are deeply personal and often stigmatized. To ensure our messaging was authentic, I led a focus group with students from diverse backgrounds to understand how they talked about mental health in their own words. We avoided overly clinical language and instead leaned into real, relatable stories and affirmations. I also collaborated with our university’s wellness center to fact-check resources we shared. The result was a campaign that felt empowering, inclusive, and genuinely supportive—students told us it felt like it was made “by them, for them,” which was exactly the goal.

While interning at a marketing agency, I noticed a client’s Instagram engagement was dropping—something outside my main role. I took initiative to audit their account, research trends, and pitched a revised content strategy. It was approved, and within a month, engagement rose by over 40%. I was motivated to make a real impact, and it resulted in the client asking me to lead their social content moving forward. Yes, I am 21 years old.

To market New Brew’s non-alcoholic beverages, I’d approach it as launching a lifestyle movement, not just a product. The campaign—centered on the idea of being “Sober Curious, Seriously Cool”—would blend vibrant digital storytelling with community-driven content. Using TikTok, Instagram Reels, and YouTube mini-docs, we’d highlight how New Brew fits seamlessly into social settings, wellness routines, and personal growth stories. Influencer partnerships, interactive challenges like “30 Days with New Brew,” and mocktail collabs would build excitement, while smart email flows and targeted ads would guide curious consumers through their journey. This campaign would position New Brew as the go-to drink for a new generation of mindful, socially active consumers.