Issuu on Google+

portfolio /silvia llano CASE

STUDIES


content about meia llano people helping people vibram five fingers best buy/silvia llano samuel adamsa llano my resume


Hi, I’m Silvia. Born and raised in Colombia. Magician’s Assistant. Curious Cat. Adrenaline Junkie. Explorer by Heart. Spanish? Si. English? Yup. German? Ja.

about me


case studiesia llano


people helping people


BACKGROUND //

People Helping People is one of the 1.5 milliion foundations in the USA, and is not precisely one of the big ones.

Final Pitch Winner

CHALLENGE //

How can we make not only the foundation relevant in the market, but also raise $150k in a cluttered marketplace?

OPPORTUNITY //

+ Most of the charities use guilt and pressure to persuade people to donate. + 60% of the flowers market in the US come from Ecuador. + Currently, there is a Fair Trade agreement between these 2 countries that consists mainly of tax breaks and better working conditions for the farmers. +ExpoFlores is the enterprise representing the Ecuadorian flower industry needs in the whole world.

people helping people


INSIGHT //

Ecuadorians need to be empowered to help themselves and their community in a long term.

STRATEGY //

Leverage the strtength of the Ecuadorian rose market to raise awareness about Ecuador. Create a new 3-way-win partnership that consists in selling branded roses online and special retailers around USA.

Ecuadorians + PHP Sus an tain i lon indus ng g t tr y erm

er w po e m E th rian o ad ple u ec peo

Roses = Caring

Expoores (Partnership)

Increase sales and donations

Consumers / potential buyers


CREATIVE IDEA & EXECUTIONS / With people’s desire to be socially responsible, buying a rose through ROSE + is added value.

Facebook App

Flowers Personalized Card


Flowers Personalized Wrapper

In-Store Display


vibram five fingers


BACKGROUND //

A shoe designed only to provide protection to the feet while offering the most natural “barefoot” running experience possible. However people are skeptical about it’s appearence.

CHALLENGE //

Convince the target market to purchase Vibram Five Fingers despite their unconventional appearance and function.

TARGET //

Trend setters Mid 20s Disposable income Frequent Runners Enjoy sports.

vibram five fingers


OPPORTUNITY //

Five Fingers have a reputation within the athletic community for superior comfort, freedom and flexibility.

INSIGHT //

Being barefoot, like being naked in public, is seen as a taboo by society.

STRATEGY //

Vibrams Five Fingers make such a bold fashion statement, that anyone wearing them will be more confident and comfortable than ever before.


CREATIVE IDEA & EXECUTIONS / Vibram wearers experience true walking or running how it is suppposed to be: In tune with the world around them, more confident and comfortable with themselves. We want to show these people how they vibe with this world around them. Find your vibe.

Facebook Fan Page


Print Ads

Commercial


best buy


BACKGROUND //

Best Buy was once number 1 in its market for electronics or appliances. They were a thriving enterprise until the internet changed the way items are sold.

CHALLENGE //

How do we Make Best Buy relevant among Millennials?

TARGET // Millennials

Confident with technology - Resourceful Embrace change Constantly seeking social interaction and approval Impatient - Narcissistic - Involved in 2/3 of their parents’ purchasing decisions

best buy


OPPORTUNITY //

These kids still shop in-store, but they’re picky. Nearly everything can be ordered online. However, places like the Apple Store, GameStop, Guitar Center, and even AutoZone are frequented by Millennials.

INSIGHT //

Geeks are respected in today’s world. Geeks are back.

STRATEGY // Embrace your inner geek. Technology is cool.


CREATIVE IDEA & EXECUTIONS /

Print Ads

Mobile App


Social Network


samuel adams


BACKGROUND //

Samuel Adams is one of the most popular beers on the east coast. The brand is named after the famous revolutionary patriot who was also a traditional brewer for hobby.

CHALLENGE //

Make Samuel Adams relevant on the West Coast.

TARGET //

Age: 30s and up, Independent, Disposable income, Ambitious, Follow their own intuition, Entrepreneurial attitude/spirit, Own sense of style and taste, College educated.

samuel adams


OPPORTUNITY //

With hard times for the consumer, the marketplace, and America, how do we motivate these people to fight together against the downturn?

INSIGHT //

The entrepreneurial spirit is thriving on the west coast. There is a strong hunger to succeed and push boundaries.

STRATEGY //

Samuel Adams helps consumers embrace their American Dream.


CREATIVE IDEA & EXECUTIONS / People who drink Sam Adams are achieving the American Dream. They're mature, involved, have taken risk, received reward, and are ready for more. They’re about growth. Like this country, like the beer they drink.

Print Ads


Microsite

Bar Coasters


my resume


PROFESSIONAL PROFILE Experienced Advertising professional, with experience in account planning and management. Knowledge in digital project planning, marketing strategies development, project coordination and execution, and other advertising processes such as event production, corporate presentations, product launches and exhibitions.

WORK EXPERIENCE WUNDERMAN COLOMBIA Account Executive Microsoft August 2011- October 2012 Bogotá, Colombia - Part of the management and strategy team, supported by a multidisciplinary group of Programmers, Designers and Copy Writers, all of them focused together to create solutions to build a stronger client. - Responsible for local development of ATL, digital and RichMedia campaigns, and Global or regional campaign localization; the development and implementation of digital initiatives, such as online promotions, eRM projects, websites (administration and maintenance) and microsites, including project planning budgeting and strategic proposals. - Develop marketing initiatives with creative problem solutions, ensuring the business (client and agency) to fulfill objectives on time, on budget and with high quality standards, proven track record in successfully developing, executing and managing ATL and digital activities for Microsoft brands such as Office 365, Internet Explorer, Microsoft Hardware and more. - In charge of the develop and execution of the viral campaign and game “What would you do to get Microsoft Hardware?”, with more than 150.000 Facebook Fans all around Latin America. Showcased in the 2012 Wunderman Company Meeting next to other Public Sector and Office 365 successful campaigns. SMART INC/ HEAT COLOMBIA Account Executive Clients: Nivea, Brinks de Colombia, Hill & Knowlton (Unilever, Ford, Nacional de Chocolates), Burson Marsteller (Fiat/ Colitalia, Danone, American Airlines, Amway). May 2010 – July 2011 Bogotá, Colombia - Management and development of digital PR strategies, public activations and CRM. - Responsible for the planning, development and launching of more than 10 projects Local and Regional, several of them managed simultaneously. - Administration and Maintenance of larger corporate sites for consumer products companies.

silvia llano


contact /silvia llano

USA +415.937.4673 COL (+57) 316.473.5102 silviamllanov@gmail.com skype: slvi.llano


Portfolio