Integrated Marketing Plan

For my Capstone II project, I developed a full-funnel integrated marketing campaign for Mahek—a modern fragrance brand rooted in emotional storytelling and self-expression. From strategy to execution, I crafted every touchpoint to reflect the brand’s core ethos: “Your Scent. Your Story. Your Way.” The campaign journey included pre-launch teasers, a brand film, interactive experiences like a personalized scent quiz, and strategic influencer activations. I built a phased content calendar across TikTok, Instagram, YouTube, and email, incorporating both paid and organic media. I also designed advocacy mechanics such as the #MyMahekMix UGC challenge and a seeding strategy with custom packaging and QR-enabled content. This project reflects my ability to blend creative direction, content strategy, and consumer insight into one cohesive, story-driven brand experience.