Red Bull Winter Edition: a Meta ads campaign Digital Platforms & Social Media Marketing course I designed and set up a campaign in Meta Ads Manager for Red Bull Belgium’s Winter Edition (Fuji apple and ginger), in two phases. 1. Awareness (Nov 26 to Dec 10, 2025). Broad Belgian audience (18+), frequency cap, manual placements…
Back Market: A Corporate Strategy Memo Corporate Strategy Course A memo addressed to the CEO, analyzing three business areas using Porter’s Five Forces, the BCG matrix (with quantitative data), the Strategic Clock, the UN Sustainable Development Goals (SDGs), and the UN Global Compact: Photography equipment for beginners: « dog » (low growth, low market share);Computers for architecture…
The Sincerity of Inclusive and Diverse Advertising Interactive presentation This project examines the sincerity of brands that commit to diversity. It defines inclusion, traces its evolution within advertising, and explains why brands are embracing it. It contrasts success stories (such as Fenty Beauty) with controversies (including “queerbaiting” by Calvin Klein, “rainbow-washing,” and the use of…
Kiehl’s Men: Launch of an Anti-Hair Loss Serum Marketing Course Kiehl’s men’s product range is currently limited (with only one item in the hair and beard category), yet 46% of the 28 respondents to our survey reported experiencing hair loss or a loss of hair volume. We have developed the « Anti-Thinning Scalp Serum » featuring natural…
POCO: A « shop-and-bar » concept for aperitifs Digital Marketing A concept for a venue at Place du Luxembourg (Brussels) where customers can enjoy a drink and purchase products to take away designed for young professionals and students. The annual digital marketing budget of €180,000 is allocated between SEA (€80,000: 60% Google Search, 40% YouTube) and display…
Poppy: « Join the Poppy Stable » Influencer Marketing Course Poppy is well-known among urban youth but is only used occasionally. We leveraged the « horses » (horsepower) meme popularized by GMK to rebrand Poppy as an « urban stable » where you choose your vehicle based on the situation, rather than out of a passion for cars. The campaign includes:…
Too Early: a fictional agency AI and Creativity Course We conceived an agency, Too Early (“Creativity before coffee”), which merges creative instinct with the power of AI. The project includes: a complete visual identity (a dreamlike aesthetic combined with technological elements, featuring electric purple and acid green); a brand philosophy and a team structured by…
Lush × Ben & Jerry’s: A Co-Branded Collection Content Strategy Course Two socially and environmentally conscious brands, both committed to fair trade, have partnered to create a line of personal care products inspired by ice cream, including bubble bars, shower gels, lotions, and haircare. The star product is the « Cookie Dough » bath bomb, which releases…
Event Coordinator & Press Relations Final-year internship, Advertising and Commercial Communication program, IHECS.ACT Responsible, Paris – February 1 to July 31, 2026 ACT Responsible is a non-profit organization, founded in 2001, that promotes advertising campaigns with a social and environmental impact. Its flagship initiative is the ACT Responsible Exhibition, presented annually at the Cannes Lions…
360° campaign project X Mir.e x Proximus This project was part of the media thesis course (mémoire médiatique) of my Master’s degree at IHECS. In groups of eight, we set up a fictional agency, Mir.e, and responded to a real brief provided by Proximus’s communications team. We carried out the research, strategy, creative concept and…
