Marketing and Advertising

Creative strategy in marketing and advertising is one of my favourite areas to explore. I collaborated as a digital creative in Grupo Vertice — an independent communications agency ranked number 6 in Mexico — with professionals across creative, strategic, and managerial roles to develop creative campaigns that transformed ideas into innovative concepts across platforms such as social media, TV, film, BTL, print, and web.

Huevo San Juan | Claras de Huevo

The "My Goal is Clear" campaign for Claras de Huevo San Juan positioned the product as a versatile dietary ally for health-conscious individuals. Built on the insight that achieving wellness starts with clear goals, the campaign combined traditional and digital platforms to elevate brand visibility and inspire healthier lifestyles.

Campaign
Claras de Huevo San Juan
"My goal is clear"/ #ANDOFIT

Challenge
Increase brand awareness of Claras de Huevo San Juan as a dietary ally, showcasing versatility in various dishes. Based on the insight that achieving a healthier lifestyle requires clear personal goals and action.


Solution
Developed engaging stories highlighting the internal dialogue and encouraging a healthier lifestyle.


Platforms/Media

  • Google Ads: Search + Display

  • Programmatic

  • Facebook

  • YouTube bumper ads

  • Instagram (Fitness & Wellness influencers like @barbaraderegil)

  • Out Of Home: Transit ads and billboards

Results

  • 15% sales growth nationwide

  • 229% increase in Google searches

  • 84% increase in Instagram followers

  • 34% growth in Facebook community

  • 95% audience retention on Facebook videos

  • 309,218,000 impacts in supermarkets nationwide

Molina Vanilla | Postrelicioso

One of my most meaningful projects was the launch of Postrelicioso by Molina Vanilla. I worked alongside a talented creative team of Grupo Vertice to develop the concept and execute the campaign 'Create Your Postrelicious Moment.'

This project connected with a new generation passionate about baking and desserts through transportation ads, digital media, and influencer collaborations. Postrelicioso, the sister brand of Molina Vanilla, showcases the rich tradition of this international brand, originally from Mexico and available in the USA and Canada.

Campaign
Molina Vanilla
"Create your Postrelicious moment"

Challenge
Introduce Postrelicioso to a new generation of baking enthusiasts while positioning it as a fun and versatile brand for creating extraordinary desserts. The campaign aimed to communicate the endless possibilities of cocoa, powdered sugar, and creativity.

Solution
Conceptualised and executed a multimedia campaign to engage audiences through relatable storytelling, interactive content, and strategic media placements. Collaborated with influencers to inspire creativity and bring the brand to life.

Platforms/Media

  • Transportation routes: Buses and urban transit ads

  • Digital Media: Targeted ads and social media content

  • Influencer Collaborations: Partnerships with baking and food creators @mispastelitos

  • Out Of Home: Posters and banners in key urban areas

Results

  • 1.7 M Youtube views on influencer collaboration

  • Strengthened brand awareness among a younger audience

  • Expanded the customer base for Postrelicioso as a standalone brand

BIC Cristal

Working with BIC Cristal Mexico was an inspiring experience. I had the opportunity to channel my creativity to help Gen Z connect with art and education. Reimagining a timeless product with decades of history and making it relevant to a younger audience felt exciting and rewarding. My role focused on bringing the brand closer to its audience through creative digital strategies.

Core Concept
Bic Cristal
"Writing is incredible and BIC is incredible for writing"

Challenge
Amplify the brand concept across digital platforms to position BIC Cristal as a versatile and essential tool for creativity and education. The objective was to show Gen Z how writing could become a creative and empowering activity supported by the reliability of BIC Cristal.

Solution
I developed the strategic digital execution for diverse campaigns such as Sal de la rutina, Somos de colores, Trázalo, and more translating the core concept into impactful content and activations. My work involved designing creative strategies for social media seasonal campaigns, crafting digital narratives, collaborating with micro-influencers and aligning on-ground events with the campaign’s message.

Platforms/Media

  • Digital Ad Campaigns: Facebook, Instagram, Google Ads, Snapchat

  • Social Media Content: Posts and stories inspired by the main concept

  • Activations and Events: On-ground experiences that celebrated writing and creativity

Results

  • 89.3% media penetration achieved through internet channels, including Facebook, Youtube and Instagram

  • 61% increase in audience engagement compared to the previous year, driven by interactive social media content

  • Facebook (95%), YouTube (81%), and Instagram (53%) ranked as the top-performing apps for the campaign

  • Strengthened brand affinity, with internet channels scoring 118 in audience connection

  • Contributed to $17M in Ad Equivalence, reinforcing the campaign’s success across both digital and traditional platforms