My Advertising and Promotional Management course (MKT 422) included a group project that challenged us to integrate a fairytale narrative into a brand's advertising campaign. My team of five chose Converse, a brand synonymous with individuality and self-expression, and paired it with the enchanting world of Disney princesses. I took on the role of Mulan, a character embodying strength, determination, and breaking societal norms – qualities that resonated deeply with Converse's brand ethos.

We began our project with a comprehensive analysis of Converse's brand history, identity, target audience, market position, and existing marketing strategies. Then, each team member conducted in-depth research on their chosen Disney fairytale. By identifying key parallels between Mulan's story and Converse's brand values, I developed a compelling narrative that resonated with our target audience. This served as the foundation for developing creative print and digital ad concepts.
 

Our campaign aimed to empower individuals to embrace and celebrate their unique identities, just as the Disney princesses did. 

The culmination of our efforts was a comprehensive presentation outlining our campaign strategy, target audience, and creative concepts. We showcased how our team effectively collaborated to transform a classic fairytale into a relevant and impactful advertising campaign. Our work was so well-received that our professor asked if he could use it as an example for future classes.