Mercy espinosa johnson
I’m a recent graduate from the University of Florida, where I majored in Advertising with an Outside Concentration in Business and a Specialization in Persuasive Messaging. Having grown up living in multiple countries and the US, I’m able to take a unique global perspective on media and interpersonal dynamics. During my time at the University of Florida, I served as the Programming Chair on the Diversity, Equity, and Inclusion committee for Delta Zeta. This role honed my skills in planning and scheduling organized events as well as navigating the intricacies of representation and diverse functionality within an organization.
My passion lies in the realm of advertising, marketing, and media, with a particular focus on social media and technology's pivotal roles in marketing development, impact, and analysis. I hold certifications in Advanced Google Analytics, Mobile Marketing Strategy and Customer Segmentation, as well as Hootsuite coursework certifications. I gained hands-on experience through the Immersion program at the University of Florida, where industry professionals guided me in conducting research and applying real-world skills to bolster my expertise in advertising fundamentals.
As I embark on my career journey, I'm enthusiastic about further learning and contributing innovative ideas, driven by my exceptional work ethic, creative direction, and unwavering commitment to excellence.
Featured
OrangeTheory Fitness 2021 national campaign
Media Planning | summer 2023
Mercy Johnson
- Established brand - strong nationwide presence/community
- Unique fitness concept: cardio+strength+endurance training in a personalized setting
- Effective use of technology for data-driven workouts/fitness tracking.
- Diverse range of membership options catering to different goals/preferences
- Expansion into new markets/demographics - tap into untapped customer segments
- Research micro segments to provide custom content for each
- Leverage virtual fitness platforms - cater to growing demand for at-home workouts
- Offering specialized themed classes/events to attract new customers
S
o
strengths
opportunities
Orangetheory Fitness
Swot
T
S
O
W
weaknesses
threats
- Intense competition from national/boutique fitness brands
- Economic uncertainties impact consumer spending on fitness services/memberships
- Potential reputation risks due to customer experiences/public controversies
- Navigating challenges posed by evolving fitness landscape/online fitness concepts
- Potential inconsistencies in customer experiences, highlighting need for continuous improvement
- Adapting to changing preferences/trends in fitness industry
- Maintaining brand relevance/differentiation in a competitive fitness landscape
- Need for micro-segmentation to expand beyond the adult 25-49 HH income 75K+ demo
W
t
- High-end fitness facilities - premium amenities, diverse workout options
- Emphasis on overall wellness/lifestyle – nutrition+spa services
- Strong brand reputation - customer loyalty among affluent consumers
- Opportunities for cross-selling various health/fitness services
- Incorporating wearable technology/personalized fitness tracking for members
- Expansion in new markets/international locations to tap into affluent demographics
- Developing strategic partnerships with wellness brands/nutrition experts
- Introducing virtual wellness programs - complement in-studio experiences
competitive analysis
S
o
strengths
opportunities
Lifetime Fitness
T
S
O
W
weaknesses
threats
- Navigating challenges posed by evolving fitness landscape/online fitness concepts
- Intense competition from national/boutique fitness brands
- Economic uncertainties impact consumer spending on fitness services/memberships
- Potential reputation risks due to customer experiences/public controversies
- Challenges in location-specific factors and facility maintenance
- Limited focus on technology-driven fitness experiences/personalized tracking
- Navigating the competitive landscape with rise of boutique fitness/online concepts
- Balancing exclusivity/accessibility in a competitive fitness market
W
t
- Expanding brand presence in suburban/non-urban markets
- Offering virtual cycling classes + targeted online content for at-home fitness
- Leveraging influencer/social media marketing to attract new customers
- Introducing diversified workout offerings and partnerships to stay relevant
- Premium indoor cycling experience - captivating instructors/music
- Highly immersive, energetic studio atmosphere - unique workout experience
- Strong brand identity - dedicated following among cycling enthusiasts
- Inclusive/welcoming environment for participants of all fitness levels
competitive analysis
S
o
strengths
opportunities
SoulCycle
T
S
O
W
weaknesses
threats
- Addressing concerns about policies to retain customers
- Increased competition from other indoor cycling/boutique fitness concepts
- Maintaining brand exclusivity while adapting to changing fitness preferences
- Economic fluctuations impact consumer spending on luxury fitness experiences
- Cancellation and charging policy raises concerns about customer experiences
- Limited virtual fitness options compared to competitors
- Challenges in class availability
- Navigating competitive indoor cycling market with rise of online fitness concepts
W
t
1
Increase total lead volume by 3% over 2019 levels to drive new customer acquisition and business growth
Goals & Objectives
2
Boost unaided, non-member brand awareness by 10% over 2020 levels, as measured by a brand metrics study, to regain lost awareness during the pandemic
3
Achieve a 10% increase in new or unique website and device site visits compared to January 2020 numbers to enhance online engagement and conversions
Utilize technology, community engagement, premium content for lasting impact
Data-driven, personalized approach targeting audience preferences and lifestyles
Elevate lead acquisition, brand awareness, online engagement
Strengthen brand position as fitness industry leader in 2021 and beyond
Fast-Lane fit moms
- Females aged 25-49
- HH income of $75k+
- Active on social media platforms to seek fitness tips, workout routines, inspiration
TARGETING DETAILS
active male pursuers
- Males aged 35-49
- Get in shape/lose weight for personal or medical reasons
- Actively engaging with fitness content, podcasts, classes
weight loss seniors
- A50+
- Personal or medical reason to lose weight
- Motivated to improve health in retirement
- More established, financially secure
- Social Media Socializers
- Financial stability
- Engagement w/ video content
- Appreciate ads that understand busy lifestyles/provide practical fitness options
- Streaming Audio: podcasts or music
Fast-Lane fit moms
Of those who control diet for weight loss, 26.24% listened to a podcast in the last 30 days
Of fitness users 2+ times per week,
32.36% are parents
57.05% are married
Of those with an interest in diet and weight loss,
26.42% are parents
52.05% are women
- Online fitness explorers
- Fitness-related video
- Content on social media platforms - Motivational
- Streaming Audio
- Changing Jobs - Linkedin
active male pursuers
THIS AGE RANGE IS ABOVE INDEX FOR those engaging in a fitness program 2+ times a week in the last year -
47.85% are men
Men are 52% of those thinking about changing jobs - Of those who visited LinkedIn in the last 30 days, 55.02% are fitness users 2+ times per week
- Retired - more time to devote
- Cable TV use
- Financial Stability
- Active social lives
weight loss seniors
Of fitness users 2+ times per week, 41.35% are between the ages of 50 and 85
Of those who are 50+, 65.39% are heavy cable viewers (15+ hours per week)
51.9% of those 50+ said advertising on TV provides useful information to them on new products & services
Of those with an interest in diet and weight loss,
52.7% are between the ages of 50 and 85
Flighting Strategy
Leverage seasonality of the fitness industry
Engage audience segments during key moments, resonate with their goals/ motivations
Maximize engagement and conversions during periods of heightened intent
Transformation + New Year's Resolutions Jan – Feb
Momentum of New Year's resolutions + the "transformation challenge" period
Spring into Summer Mar - Apr
Capitalize on desire for summer ”beach body” goals, appeal to those aiming for fitness targets before warmer months
Free Week of Workouts Jun - Jul
Align with "free week of workouts" period - attract new customers, those who want to try before committing
Back to School and Fall Fitness Aug - Sept
Target those who want to get back to fitness routines after summer - parents with more available time as kids return to school
25th Hour Q4
Provide opportunity to prioritize fitness and prepare for New Year
- Q4 = desert for leads, not a gift-giving client type
- Paid search always running, $750K per Q
- Non-Promo Weeks / Last Weeks of Promotional Periods
Paid social
- Micro-segmentation and precise targeting capabilities
- Engagement reporting ensures insights into ad performance
- 1st-party data - retargeting and lookalike audiences
- 3rd-party data - enhanced targeting precision
Of those aged 50+, 49.95% used Facebook in the last month as well as 68.48% of +2x/week fitness users
broad user base
16.92% of +2x/week fitness users Used twitter (now 'x') in the last month
visual appeal
real-time engagement
lifestyle focus (women)
focus on Active male pursuers/job changers
64.7% of those who diet for weight loss used Facebook in the last month and 30.49% of them used Instagram
audio streaming
- Reach audiences during workouts or commutes
- Deliver motivational messages, fitness tips, and Orangetheory success stories
- 1st-party data - creating personalized messages
- 3rd-party data - identify users who have shown interest
37.69% of +2x/week fitness users and 20.47% of those aged 50+ Streamed Pandora in the last month
those engaging in fitness programs for +2x/week in the last year are 25% more likely to listen to a podcast in last 30 days
17.74% of people who diet for weight loss and 23.08% of +2x/week fitness users streamed Spotify in the last 30 days
Over 65% of those aged 50+ watch 15 or more hours of cable each week
29.38% of those aged 50+ watched History channel in the last month
22% of age 50+ watched hallmark in last month - 154 index
- Intended especially to reach the Weight Loss Seniors
- Showcase brand expertise and success stories through TV spots
- 3rd-party data - identify users who have shown interest
cable
22.04% watched the Discovery Channel in the last 30 days
- Display longer-form content, workouts, and educational videos
- 1st-party data for retargeting, showing ads to users who have engaged with Orangetheory's online content
- 3rd-party data to target viewers based on their interests, online behaviors, and streaming preferences
56.06% of +2x/week fitness users, 50.73% of those dieting for weight loss, and 36.06% of those aged 50+ streamed YouTube in the last 30 days
ctv/ott
32.03% of those older than 50, 59.37% of +2x/week fitness users and 51.48% of those who diet for weight loss Streamed Netflix in the last month
Capture high-intent users actively searching for fitness solutions through Google Ads
1st-party data - ensuring that the ads reach users who have previously shown interest in Orangetheory Fitness
25.2% of Of those with an interest in diet and weight loss Said their most trusted media source is the Internet on the computer
Paid search
42.42% of +2X/week fitness users, 42.38% of those dieting for weight loss, and 34.73% of those older than 50 agree that advertising on the Internet provides useful information about bargains
FLOWCHART
Perfect - Just like Barbie
Campaign
Mercy Johnson
The Concept
Hyram Skincare
mERCY JOHNSON: Social Media Analytics & Strategy
ASSESSING CONSUMERS’ MEDIA EXPOSURE ENVIRONMENTS AFTER WATCHING CONTENT SPONSORED BY A BRAND/INFLUENCER & MAKING BUSINESS DECISIONS ACCORDINGLY
SKINCARE BY HYRAM
THE MEDIA EXPOSURE ENVIRONMENT AS SHAPED BY
YouTube’s
Recommendation System
Hyram Yarbro = popular creator on YouTube, Instagram and TikTok
Known for his expertise in skincare, he has gained a large following for informative content on routines + recommendations
His social media accounts have millions of followers, and he has collaborated with various brands to create content + promote products
VIDEO ANALYSIS VIDEO ANALYSIS VIDEO ANALYSIS
Hyram’s Best Skincare of 2020:
Discover how, according to the social network pattern
Find whether recommended videos strengthen or impair the impact on Hyram’s target consumers
Determine consumers' emotional responses to video
Data analysis
Looking for Comment Sentiment and Recommended Videos
Step One: Gathering Data
Procedure
Step Two: Analyzing through an Artificial Intelligence Software
Python's VADER and Gephi
Step Three: Understanding the Results
Interpret comment sentiment score & in and out degrees
Gathering Data
Data analysis
The video’s comments are first ‘scraped’: the data from the comments is collected with an online data tool and exported as a CSV file
The data is cleaned: running a spell check, correcting grammar mistakes and abbreviated terms, emoji removal, foreign language removal
Procedure
Data analysis
Procedure
Analyzing through an Artificial Intelligence Software
VADER: Valence Aware Dictionary for Sentiment Reasoning
Gephi is an open-source software designed for the visualization and analysis of intricate network graphs. It uses a 3D rendering engine to enable real-time graph rendering, facilitating swift and comprehensive exploration. This allows us to delve into, assess, spatialize, filter, cluster, manipulate, and export an array of graph types.
Sentiment Scores
count 2946.000000
mean 0.419319
std 0.455870
min -0.937100
25% 0.000000
50% 0.527350
75% 0.817675
max 0.999500
.419
MOSTLY POSITIVE
Most frequent words
High scores indicate trust and value for influencer authenticity
Low scores indicate negative mentions of skincare brands or irritation/reaction to products
Video #3
In-degrees: 18
Video #2
In-degrees: 19
Video #1
In-degrees: 19
RESULTS RESULTS RESULTS
1
Top Recommended by system
Channel:
Am-Ra Beauty
Subscribers: 286
Views: 161
S
2
Channel: Cookin' With Kathy
Subscribers: 6 Views: 111
Among all factors that YouTube's recommendation system takes into consideration--from user watch history to relevance to recency--keyword similarity has the most significant role.
3
Channel:
Love Within
Subscribers: 279 Views: 1.2k
The content presented by youtube’s recommender system does not impair the impact of Hyram’s seed video on his target audience
retention
Hyram’s engagement and following are higher and more active than those of the recommended creators
following
Hyram has a dedicated following that trust him and his recommendations; products featured towards the end of the seed video have a higher chance of being seen by his audience than those in the recommended content
breadth
Hyram’s seed video and typical content offer a much more diverse and broad overview of various products in the market
Findings
Hyram is an excellent investment for brand partnerships
The loyalty and consumptive nature of Hyram's following ensures a positive return on marketing dollars
These insights, made possible by the application of data analysis and assisting software, underscore the potential for strategic and fruitful collaborations in the realm of influencer marketing
The ‘cinematic’ theme is present throughout this design, from the Hollywood sign setting to the movie references tailored specifically to the client’s taste. With the title in the style of the Marvel branding, many icons featured here are variations of Marvel comics, including the cheerleader customized to the client’s sorority letters. Further design choices were made to marry her top movie genres, sci-fi and horror, with some of her notable favorites; from here, I created the werewolf grasping a VCR copy of Guardians of the Galaxy and the Smirnoff Ice in the form of a spaceship.
Design drafts
This client followed a ‘starry’ theme for her event, which is reflected in the sign’s image; the album cover for the Latin artist Bad Bunny, a noted favorite of the client, I adapted to feature a star as the subject rather than a heart as seen on the Un Verano Sin Ti album. Color scheme was also shifted to event preferences. The title is creatively designed with reference to the client’s ‘alter ago’, “Stef”.
Design draft
The theme for this event was intended to align with the Halloween season. Spotify barcodes are featured along the top of the sign, which can be scanned to automatically play the client’s two favorite songs. This sign features various intricate details hidden throughout, such as the sharp fang on the Taylor Swift album cover to reference the client’s favorite movie series Twilight as well as align with the Halloween theme.
Design drafts
Under the ‘Kasino’ theme, I adopted plenty of inspiration from Las Vegas and its famous culture. With precise details down to the customized slot machine catered toward the client’s values and favorites, this sign was designed to be as personalized as possible. Distortion along the bottom half of the sign aims to replicate the buzzing and tumultuous nature of the casino setting.
This is another design inspired by an album concept, with the theme being “Tessa’s 21st on tour”. The sign features digitized versions of the client’s notorious glasses, imagery to represent her heritage and hobbies, as well as her favorite beverages uniquely incorporated into the Fine Line album cover.
Design drafts
