Projects
Disney+ Cross-Media Strategy & Media Plan
2024
University of Amsterdam
Overview
Developed a full cross-media media plan for Disney+ in collaboration with Publicis Groupe, targeting 18-49 year old streamers in the Netherlands within a €1.5M budget. The core challenge was shifting Disney+'s perception: from a kids platform to a general entertainment destination. Built on a consumer insight about nostalgia and the inner child, the campaign strategy centred around a single emotional idea: Inner Child Lives On: Because Growing Up Doesn't Mean Growing Out of Joy.
Key Deliverables
Consumer insight research and audience segmentation across three target groups
Cross-media channel strategy spanning search, OOH, social media, cinema, and podcast
Original video ad narrative and campaign concept development
Budget allocation across all media channels
See here .. PDF / PPT
Group Project
Virtual Influencers
2024
University of Amsterdam
Overview
Analysed consumer responses to virtual influencers as advertising endorsers and developed a research-backed media strategy for Disney+ built on academic findings. The core question: are virtual influencers novel and effective, or uncanny and deceiving? Drawing on the Match-Up Hypothesis, Algorithm Aversion theory, and the Uncanny Valley effect, the strategy identified how Disney+ could strategically leverage virtual influencers to drive subscription growth and brand innovativeness perception without triggering consumer distrust.
Key Findings Applied
Disney+ as a digital product is a strategic match for virtual influencers, increasing perceived expertise and purchase intention
Transparent disclosure reduces uncanniness and builds trust
Virtual influencers boost brand innovativeness perception, supporting Disney+'s goal to be seen beyond kids content
See here .. PDF / PPT
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2035
Creative Director
Overview
Created the complete brand universe for an airy skincare line, from naming to unboxing. Developed a gravity-defying visual language that communicates a "heavenly" ritual of modern gloss.
Key Results
Sold out first product run in 3 weeks
Featured in Valiu Future magazine
50K Instagram followers in first month