Overview.

While at INNOCEAN Worldwide and CoForce, I had the opportunity to work on strategic communications for Hyundai, one of the most exciting auto-manufacturers in the industry today.

I focused on brand strategy and execution with interest in highlighting the manufacturer’s diverse and exciting endeavors on both the racing and consumer fronts.

Projects.

Lightning in the Throttle

Goal: Highlight Hyundai’s effort to secure multiple records in the Pikes Peak International Hill Climb with the Ioniq 5 N

Idea: A multi-part video series showcasing the endeavor from conception until the last attempt at Pikes Peak

Product: Five, 10-minute episodes featuring team members, drivers and executives that encapsulated the large undertaking by Hyundai in this event and the exciting prospects of the Ioniq 5 N

Result: Millions of impressions generated across multiple platforms, bringing new eyes to the performance aspect of Hyundai’s brand

Hyundai Social Media

Goal: Highlight Hyundai’s efforts in motorsports via their shared media channels

Idea: Produce content that corresponds to current trends while emphasizing the brand’s key selling points

Product: Social posts across the entirety of the 2024 season, showing Hyundai’s various motorsports efforts

Result: Increased engagement and interest in motorsports related content on Hyundai’s channels, in addition to a growth in the allocation for motorsports related content

Hyundai x Houston Texans Collaboration

Goal: Write original copy for banner ads for new Hyundai models to be displayed during Houston Texans games

Idea: Write short, memorable lines that referenced both football and unique aspects of the City of Houston

Product: 30 lines of copy to be submitted to client, along with mock ups of the banner ads

Result: 4 lines were chosen and submitted to client for use over the 2022 - 2023 season

Midwest Out-Of-Home Ioniq 5 Campaign

Goal: Highlight the Ioniq 5’s recent winning of 3 prestigious awards from the World Car Awards

Idea: Billboards posted along major highways near Hyundai dealerships featuring the Ioniq 5 and its awards

Product: Copy emphasizing the significance of the awards and the Ioniq 5’s prowess

Result: 3 lines were chosen and presented to client for display in Fall of 2022

Gen Z Brand Recommendations

Goal: Envision and present strategies and methods for Hyundai to build a positive reputation and good brand awareness with Gen Z

Idea: “For Every Step of Your Journey” brand strategy

Product: Suggestions on how Hyundai could positively impact multiple aspects in the journeys of millions of Gen Zer’s, both on the road and off

Result: The recommendations were well received by Hyundai North America executives, with some aspects being put into use