The document outlines strategic marketing case studies for various brands, including Weight Watchers, Blackberry, Red Bull, and Redenvelope, each targeting unique consumer insights and emotional connections. Key strategies focus on appealing to male weight loss motivations, promoting Blackberry's efficiency for young professionals, making Red Bull relatable for everyday situations, and leveraging social media for the gifting experience. The author's personal narrative emphasizes the importance of connection and understanding in marketing and planning.

1. José Higuera
a planning portfolio
www.josehigueraideas.com

3. Case Studies
a table of contents
Weight Watchers Gets Manly p.2
BlackBerry Gets Serious p.4
Red Bull Gets Grounded p.6
RedEnvelope Gets Social p.8
Resume p.11
About Me p.13
1

4. WeightWatchers Gets Manly
a market growth strategy
2

5. Case Study
objective
Increase male subscriptions to Weight Watchers.
With over 90% of Weight Watchers’ subscriptions being women, there is an opportunity for market growth in men.
target & problem
18+ Overweight or Obese Men in USA Obese Men that Do Not Exercise
27+73+H 10+90+H
Man’s Man
Stubborn
Anti-Diet 70% 90%
Do-It-Yourself
Heavy Men
What are their Motivators?
8961+ 20+100
Life Priority Weight Gain Awareness Triggers
59% Career 41% Other 5lbs Gain: Women 20lbs Gain: Men
Their Careers The Superficial Not Their Health
insight
Men value possessions as their measures for success.
In terms of evolutionary psychology, men look for a woman who will make an attractive mate, so that she may birth attractive healthy
children. Women, in contrast, look for a mate that can provide for her and her young. Over time, this mentality has evolved into
society’s superficial requirements for men and women; so men have to be successful and women have to be attractive in order to attract
one another. Therefor, when a man looks at another man, he will be more inclined to be jealous of his watch, his car, or his house. These
are physical possessions that directly relate to his financial success and ability to provide.
strategy
Drive men to sign up for Weight Watchers by positioning weight as the most
important measure of success.
Comparing our audience’s weight to their superficial aspirations is the best way to connect the emotional trigger of jealousy between men
and their possessions to his physical self image and spark motivation to re-prioritize measures of success in a his life.
creative idea
Weight Watchers for Men is a man’s opportunity to upgrade himself.
Weight Watchers is not about losing weight because your health is important, it’s about looking in the mirror and knowing that you can do
better. It’s about taking on the pursuit of happiness with a thinner waist and not a brand new car. It’s about getting recognition for what you
have accomplished by upgrading your body because it was so much more difficult to do than buying something. It’s about finding
fulfillment with who you are.
3

6. BlackBerry Gets Serious
a comeback strategy
4

7. Case Study
objective
Give BlackBerry one last chance at capturing the smartphone market.
Every since the rise of iPhone and Android, BlackBerry’s market Share has been on the decline. With the upcoming release of the
BlackBerry 10, loaded with new features and a much more user-friendly operating system, BlackBerry is giving its final attempt at winning
the smartphone market over.
target & problem
100+
100+A I J
25-34 What does BlackBerry Provide for Them?
Efficient Smartphone
What
Work Hard Faster Everything
100+
How
Play Hard
Professional
Networker Why Time
Hustler
91+0+68+045+
How do they use Smartphones?
83+17+H
3:03
2:16
1:30
2hrs
Per Day
2004 2008 2012
Shorter Call Length Web of Networks One Month of the Year
insight
People lust after time.
Time is no longer tied to the clock or even the sunrise and sunset. The boundaries between public and private, day and night, and work
and leisure have been fundamentally altered by technology and globalization. Time has become a new luxury for the young professional,
who now, more than ever, craves it obsessively.
strategy
Inspire the young professional to make every second count by using a BlackBerry.
The hard working young professionals of this fast-paced world don’t need more free time; they just need more time to get things done. The
efficiency of a Blackberry lets them get things done so much faster and more efficiently that it looks like their day just gained two hours.
BlackBerry’s philosophy is not to distract with the personalized clutter that other smartphones rely on; it’s get in, get out, move on. It’s so fast
and efficient that it let’s the user get more done in less time.
creative idea
Introducing the 26-Hour Day.
BlackBerry’s call to action will not be about slowing down and taking a break from technology. It will not be about getting off your phone to
experience “real life.” This is real life and it is not going to wait around for anyone to catch up.
5

8. Red Bull Gets Grounded
a culture & trend strategy
6

9. Case Study
objective
Make Red Bull the most culturally relevant energy drink.
Having moved on from their campy cartoon advertisements, Red Bull’s latest campaign ‘The World of Red Bull’ has gone in a much more
emotionally driven direction. It is now showcasing extreme sports athletes taking on death-defying stunts and street dancers in front of
stadiums full of people, but the problem is that their audience does not relate to the activities that they see in the campaign.
target & problem
91+9+H 93+7+H
18-24 Like brands at sporting events? Like Extreme Sport Spokemen?
Achievement Oriented
Attention Craving 91% said no 93% said no
Self-Activist
Lives In The Moment
Millennials
How do they use Red Bull?
91+89+85+82+30+27+25+20
Home On the Go
Work School
Afternoon
40+45+85+90+50+35
Noon
Morning Evening
Early Morning
Bar Gym Late Night
Game
Concert
In Average Places At Average Times
insight
The average person does not drink Red Bull in extreme situations; they drink it
to make normal situations more extreme.
People relate to the product when used in practical situations instead of extreme situations. Extreme situations like base jumping don’t
require the use of an energy drink to boost adrenaline; when jumping off of a cliff thousands of feet from the ground, your body goes
ahead and generates adrenaline for you. On the other hand, waking up in the morning, sitting in a cubicle for nine hours, or staring at a
book in a quiet library during finals is a mental depressant and needs that extra energy boost.
strategy
Red Bull helps you through the daily grind that you have to do in order to enjoy
what you love to do.
Most people are not professional skydivers or DJs, but if you have the energy and motivation to get through what you have to do in the
daily grind, you’ll be able to pursue your dreams on your spare time, and maybe one day be one of the lucky few that does it for a living.
creative idea
A Red Bull State of Mind.
The never-ending daily grind can be so draining that sometimes people lose side of what their life goals really are. Red Bull has to inspire
people to persevere and help them believe in the payoff of following their dreams. Showcasing these athletes in a more relatable setting,
pushing through the daily grind before actually jumping off cliffs would chronologically tie the entire campaign together and dig much
deeper into what it truly means to follow your dreams and the hard work that it takes to reach them.
7

10. RedEnvelope Gets Social
a social media strategy
8

11. Case Study
objective
Create a social media campaign to lower marketing costs.
As a catalogue-based gifting company, the costs associated with reaching the audience for the holiday seasons through direct mail pieces are
too high. Expanding it’s customer base through social media would therefore lower costs and economically drive customers to the digital
catalogue website.
target & problem
30-50 Follow brands on Social Media? Reccomend a friend to follow?
73+27+H 63+37+H
Upper-Middle Class
Exclusive
Cosmopolitan 73% said no 63% said no
Educated
Married
Women
How do they use Social Media?
bla bla
? ?
50 44 39
50 Women 50 Women 50 Women
To connect with friends/family To have random conversations To get opinions from peers
insight
Our target uses social media to share experiences, not products.
The most valuable part of giving a gift is enjoying the reaction of the person who opens it; it’s not about giving the best gift. Likewise, the
most valuable part of receiving a gift is knowing that someone took time out of their lives to find something unique and personal. It’s about
knowing that someone cares.
strategy
RedEnvelope owns the emotional experience of gifting.
Focusing on the emotional connection that the giver and the receiver experience through gifting will give people content that they will
actually want to share. Amplifying those experiences and publicly showcasing them through blogs, pictures, or video would make them
visible to prospective consumers and end encourage them to have those experiences themselves.
creative idea
Reactions are Contagious.
When someone laughs, you laugh and you want to know the joke. When someone opens a gift and is completely ecstatic about it, their
happiness affects anyone watching. Capturing the moment when that emotion of opening a RedEnvelope gift comes to life and putting it
on display for the world to see is going to spread that moment of joy, but also encourage people to find the joy of RedEnvelope gifting.
themselves. RedEnvelope products are so incredibly unique that the emotional reaction of recieving one would not only be surprise, but
also attatchment and love.
9

12. 10

13. José Higuera resume
1579 Alta La Jolla Drive, San Diego, CA 92037
858.361.6482 • j.higuera021@gmail.com
www.linkedin.com/in/josehiguera
Where I Learned Things.
Miami Ad School: School of Pop Culture Engineering New York, NY
post-graduate, boot camp for account planners september 2012
University of San Diego: School of Business Administration San Diego, CA
b.b.a. in marketing / minor, international business december 2011
Semester at Sea: Institute for Shipboard Education The World
study abroad, university of virginia spring ‘10/ summer ‘11
Where I Practiced Those Things.
Miami Ad School: New York, NY June 2012 - Sep 2012
account planner
Developed Insights & Strategy for 6 fully integrated advertising campaigns within a 10 day turnaround period each while briefing and working alongside
an art director/copywriter creative team.
Skills Acquired: Story telling, Creative Brief/Briefing, Cultural/Category/Consumer Insights, Simplified Writing,
Quantitative/Qualitative methodologies, Developing Audience Segmentation/Positioning.
the i.d.e.a. brand: San Diego, CA Aug 2011 - Dec 2011
account management intern
Assisted the traffic manager by helping with the flow of projects, coordinated print related projects from start to finish, developed daily and monthly
SEO activity reports for retainer clients, and contributed to the “feed the interns blog.”
Client list: San Diego Museum of Art, Cal Racing, Hoehn Motors, San Diego Hospice, and Aladdin Bail Bonds.
Skills Acquired: Ability to Synthesize Data into Cohesive Business Recommendations, Consice Writing,
Trend Identification, Quantitative Researching, CRM, SEO, Google Analytics.
M Moser Associates: Hong Kong, China June 2011 - Aug 2011
marketing communications intern
Developed a planning schedule and overlooked the entire DM invitation process for the Shanghai office 30th Anniversary Party; also assisted in the DM
planning for the Hong Kong and Beijing anniversary parties.
Assisted in CRM and global marketing initiatives such as DM campaign bursts and social media.
Skills Acquired: Ability to Facilitate Brainstorming and Collaborating with Multidisciplinary Teams, Integrated Social Media
Strategy, CRM, Presenting and Leading Discussions.
Five Point Capital, Inc.: San Diego, CA June 2010 - Sep 2010
direct marketing intern
Assisted in weekly and monthly Direct Marketing campaign bursts with mass faxes, emails and direct mailers.
Drafted and updated various marketing data reports and assisted in the inventorying of marketing materials.
American Marketing Association: USD
president
Lead all meetings and developed branding project
with student run non-profit, The Bullpen
Foundation.
vp of advertising
Design of all branding and promotional materi-
als for all club initiatives.
Extra Things.
Communication Skills
language
Fluent in Spanish: Reading and Writing
computer
MS Word, Excel, PPT, Keynote, Adobe CS6, CRM www.josehigueraideas.com
11

14. 12

15. About Me why planning
Prepare To Get The Shivers.
In 2010, I set off on an adventure to broaden my perspective and circumnavigate the world. Halfway through my
trip, in Varanasi, India, my life changed. The people were having a religious ceremony along the water when I
arrived at the Ganges River. I was amongst thousands, but a little merchant girl singled me out. She couldn’t have
been more than 9 years old, but that didn’t stop her from heckling me for the next hour to buy stamps. I was really
only interested in the ceremony, so she eventually stopped and just sat to watch it with me. She told me about her
life in Varanasi, I learned that her name was Moni, and she was surprised to learn that my name was Jose, being a
Spanish name. I explained to her that I was from Mexico and she told me that she spoke Spanish. So, of course,
the rest of our conversation was in Spanish. When it was time to go, I told her I’d sail the river at dawn and hoped
to see her again. We said goodbye.
At sunrise, she was the first person I saw along the banks, but my boat was leaving, so I had to go. An hour down
river, I found her waiting for me. I was touched, to say the least, but then we said goodbye for good. She reached
into her schoolbag and gave me a picture of herself that a travelling photographer once gave her. I offered money in
exchange but she refused, thanking me for being her friend. I left India with a new friend.
This story actually ends one year later. At this point, my twin sister had been inspired by my soul searching and went
off to have an adventure of her own. I got a call at 4:00am from her cell phone. I answer, and the first thing I hear
on the other line was “I just met Moni.” I couldn’t believe that I now shared an experience I thought would always
be impossible to repeat. My sister had recognized Moni along the banks of the Ganges and approached her. I may
have only spent a few hours with Moni, but she remembered exactly who I was.
Now, Compose Yourself.
That was the day that the world shrank in my eyes. I realized that truly deep connections can be made between any
two people, at any time, in any corner of the world. No matter who you are, no one in this world is out of reach, so
I decided to become a Planner to one day reach them all.
The end.
13