INSIDE A MARKETING DECISION

See what I see.

Follow the connections. Change the conditions.
See why the next move changes.

RUFF MEDIA / CONNECTED BRAND EXPERIENCES
CHANGE THE OBJECTIVE
CONSUMER IMPACT
01 / THE REASONING

Make the brand matter.

Start with consumer impact.

For awareness, I would prioritise relevant exposure and a memorable brand experience. Immediate sales are not the only test, but visibility still needs a clear audience and purpose.

THE QUESTION I ASK

Who should notice us, and what should they remember?

THE FUNNEL / FROM ATTENTION TO PURCHASESELECT A STAGE, ACTIVATION OR METRIC ↙

ACTIVATIONS

MEASUREMENT

ACTIVATIONS

MEASUREMENT

ACTIVATIONS

MEASUREMENT

Prioritise audience fit and a recognisable brand idea.One experience can serve several stages. Its role and measurement change.

Reach is exposure. It is not proof of recall or sales.

Illustrative plan, not historical results
← Explore search & discovery
THE REAL EXPERIENCE / HORNITOS LIVE

From a social invitation
to an experience in person.

At Ruff Media, we connected social contests with a party-bus transfer, exclusive suites and VIP event access for winners. I worked across digital, experiential delivery, agency partners and client relationships.

  1. 01Social contest
  2. 02Selected winners
  3. 03Party-bus transfer
  4. 04VIP suites & access
Explore Ruff Media and the archive

The objective variations above illustrate how I would adapt the plan. They do not claim that every mechanic was used, or that recall, sales or incremental revenue were measured for Hornitos Live.