Press release announcing the launch of a new product prototype and the company’s participation in the 2023 UF AI Days convention, distributed to Warrington News to support media coverage.

AP style feature covering the University of Florida’s NCAA men’s basketball championship win, combining on-the-ground reporting with game analysis and fans’ perspectives.

Analysis of Spotify’s EQUAL Day campaign launched in Mexico, evaluating the campaign’s messaging and impact in promoting gender equity within the music industry.

Overview of Campaign

Spotify’s EQUAL Day campaign in Mexico focused on amplifying the voices on amplifying the voices of women and marginalized artists through the curation of playlists, live events, and cross-platform storytelling. The campaign coincided with International Women’s Day and positioned Spotify as a supporter of gender equality, while also tapping into an existing, but vibrant cultural conversation.

Our Approach

We conducted a strategic analysis of the entire campaign, including its messaging, audience targeting, and execution across multiple digital and media channels. We learned that Spotify had to adapt a global initiative in order to fit Mexico’s cultural and market landscape. This was achieved through artist partnerships, social media, and localized storytelling. The key was to resonate with the community of Mexico.

Key Insights

• The campaign aligned with a major cultural moment (International Women’s Day), increasing the overall relevance and visibility of the campaign.
• Localization was a key strength, highlighting diverse Mexican artists across genres and regions, giving new voices a chance to shine in front of their community.
• Spotify leveraged its platform tools and resources (playlists, social live events) to create sustained public engagement that extended beyond a single day.
• The strong digital infrastructure and high social media usage in Mexico supported this campaign’s overall reach and participation.

Our Recommendations

• We suggest introducing measurable impact initiatives like artist development programs or funding opportunities to further reinforce Spotify’s long-term commitment to gender equity.
• We suggest deeper partnerships with local media and creators, as well as culturally relevant institutions, to increase credibility and resonance with the local community.
• We suggest continuing the EQUAL Day campaign on a year-round basis, with sustained content cycles, instead of a single-year event that coincides with International Women’s Day.
• We suggest further highlighting the underrepresented communities, including regional and indigenous artists within Mexico’s music landscape.

My Contribution

Contributed to overall campaign analysis, with a focus on messaging implementation, channel strategy, and execution of presentation.

Mixed-methods research study analyzing user perceptions of Google Gemini, combining focus group insights and survey data to evaluate the overall reputation of Google’s AI software, and provide data-backed recommendations.

Summary

Conducted a mixed-methods research study to evaluate user perceptions of Google Gemini, focusing on the awareness, usability, and positioning of the chatbot relative to its competing AI platforms (OpenAI, Meta, Anthropic, etc.)

Our Approach

• Facilitated a focus group with University of Florida students to gather qualitative insights on AI usage, trust, and current perceptions of Gemini.
• Designed and distributed a survey via Qualtrics, collecting 158 responses within a short timeframe.
• Leveraged Reddit as a distribution channel to increase reach and get higher response volume.
• Analyzed both qualitative and quantitative insights to identify any patterns in user sentiment and behaviors.

Key Findings

• Awareness of Google Gemini was relatively low, with many students unfamiliar or only somewhat familiar with the platform.
• Participants expressed neutral to mixed sentiments towards Gemini, with stronger trust and recognition associated with the popular competitor, ChatGPT.
• Word-of-mouth played a significant role in platform adoption, highlighting a big gap in organic visibility for Gemini (students don’t talk about it enough).
• Students were more likely to adopt AI tools when they perceived them as useful for education or productivity.
• Advertising messaging was a key weakness, with some users reacting negatively to campaigns perceived as inauthentic or misaligned with what AI should be.

Recommendations

• Increase awareness of the software through targeted, use-case-driven messaging focused on practical applications (e.g., education, productivity, etc.)
• Strengthen Gemini’s positioning by identifying a clear niche rather than competing broadly with established AI platforms.
• Improve credibility by aligning messaging with authentic user needs over emotional or over-polished narratives.
• Leverage organic and peer-driven channels to build trust and word-of-mouth diffusion.

My Contribution

Led survey distribution strategy by leveraging Reddit to increase participation, resulting in the highest response volume in the class.

Contributed to survey design, research development, and focus group facilitation, supporting both qualitative and quantitative analysis.

Developed a research-driven PR campaign to increase the awareness, engagement, and participation for the Walk to End Alzheimer’s, with a focus on student audiences and digital storytelling.

Overview of campaign

Developed a strategic messaging campaign to support fundraising and awareness efforts for the Walk to End Alzheimer’s cause. The campaign focused on increasing student engagement and correcting misconceptions about the event through emotionally driven storytelling and consistent digital communication channels.

Research & Insights

• Conducted secondary research to analyze nonprofit campaign strategies and target audience behavior
• Identified key barriers, including low awareness among younger demographics and misconceptions about who the event is actually for
• Leveraged primary research (surveys and interviews) to better understand platform preferences, content engagement, and tone

Key Insight:

We learned that emotional storytelling and community-driven messaging were the strongest drivers of engagement, while younger audiences responded the best to authentic, “non-corporate” content.

Our Strategy

• Centered the campaign around emotional connection and community impact
• Targeted both existing supporters (caregivers, families, healthcare professionals) and new audiences (students and small businesses)
• Focused on Instagram as the primary platform based on research showing high usage and event discovery probability

The campaign emphasized consistency and relatability, as well as effective and emotional storytelling to build long-term engagement with the target audiences.

Our Evaluation

• Defined success through engagement metrics, follower growth, and user-generated content (UGC)
• Tracked performance using Instagram insight and platform analytics
• Established benchmarks for engagement rates and audience growth to measure overall campaign effectiveness

Evaluation ensured accountability and provided a foundation for future campaign optimization and effectiveness.

My Contribution

Served as team captain, contributing to the overall campaign strategy, secondary research synthesis, and SWOT analysis to identify key opportunities and challenges.

Translated research insights into real content strategy, centered on audience targeting, tone development, and overall campaign structure.

Designed and executed a two-page promotional flyer for Fire Neural Network, translating complex wildfire detection technology into clear and visually engaging marketing content to support external communications and company awareness.

Designed a full restaurant menu from scratch for a Chinese takeout business, organizing over 200 items into a clear, visually structured layout ot improve readability, navigation, and overall aesthetics to enhance customer experience.