Role: Operational Lead and Integrated Marketing Strategist

Agency: Hakuhodo

Market: Taiwan

Year: 2014 

Project: Experiential consumer event 

As Operational Lead and Integrated Marketing Strategist of the evian account at Hakuhodo, I spearheaded the successful launch of evian “Baby & Me” consumer event in Taipei.  My responsibilities encompassed the full spectrum of integrated marketing activities, from strategic planning and execution to budget oversight.

• Operational Leadership: Managed day-to-day operations, overseeing vendor relationships and logistics including contracts, managed account P&L, and ensuring the smooth execution of tasks.

• Public Relations: Developed media angles and key messaging, crafted press releases, monitored media coverage, conducted daily analysis, and managed crisis communications. Cultivated strong relationships with food & drinks, lifestyle, and entertainment journalists across print, online, and broadcast media.

• Events: Designed and executed the launch event, from concept to on-site management, including vendor negotiation (sound/lighting, design studios), and scriptwriting (rundowns, emcee scripts).   The event took place at Xiangti Avenue Plaza in Taipei's Xinyi District, a vibrant commercial area known for its department stores, restaurants, and bars, where locals often gather to unwind after work on weekends.

• Key Project:  

  • We successfully hosted the evian Live Young consumer event in Taiwan, creating a playful space that reminded adults of the inner child within them. The Live Young experiential playground featured three main areas: a weightlifting photo booth, a mountain skiing race, and a table tennis challenge.

  • A special photo booth was set up where consumers could take a photo and receive a baby-like image to take home. We also invited celebrity Jasper Liu, our brand ambassador, to join the event, demonstrating the essence of living young and sharing tips on how to incorporate youthful living into our daily routines.

  • The event attracted an impressive 2,000 attendees each day and ran for three days, from July 24 to July 26.