Audience research
Separated relevance, interpretation, and participation into distinct audience roles.
Academic campaign proposal
#OneSizeForWho
Who is included when a brand says “one size fits all”?
I connected audience research, proposed influencer roles, and selected content scripts for a team campaign concept questioning sizing and gendered dress expectations.
My contribution connected the audience, proposed voices, and content tasks
This is an academic team proposal, not a commissioned or launched Brandy Melville campaign.
The team used role reversal, creator storytelling, and audience participation to turn a critique of sizing expectations into a social campaign concept. My work focused on defining who the idea should reach, what each proposed voice would contribute, and how selected content could support the strategy.
Influencer strategy
Connected proposed talent to AIDA stages and specific communication tasks.
Selected scripts
Helped translate strategic intent into selected content moments within the team proposal.
The campaign turned a sizing critique into a question people could recognize and discuss
The proposal needed to make an abstract expectation visible without stopping at brand criticism.
The central concept reversed familiar dress expectations: men would encounter the constraints the source deck describes women facing, while later content would shift the focus toward comfort, choice, and self-expression.
The campaign question“One size fits all” - but who does “all” actually include?
The source deck calls this
Revenge
Role reversal, restricted movement, and humor create the proposed attention hook.
The direction then shifts to
Redemption
Comfort, agency, and personal expression give the campaign a constructive destination.
- 01Dark humor
- 02Discomfort
- 03Recognition
- 04Revenge
- 05Empowerment
This arc describes the proposal's intended narrative, not a measured audience response.
Three audience roles kept relevance, interpretation, and participation distinct
Most likely
Consumers with a direct stake
People affected by sizing exclusions and the communities already discussing those experiences.
Keep the campaign grounded in lived relevance.Most valuable
Fashion voices who can interpret the issue
Editors, critics, cultural writers, and styling voices who can name the pattern behind the visual hook.
Move the conversation beyond a single reaction video.Most influential
Creators who can make participation tangible
Fashion and lifestyle creators who can translate the idea into outfits, responses, and audience-made content.
Give the audience a recognizable way to participate.237+posts discussing sizing and inclusion
210+replies in a pinned documentary discussion
~70%responses coded as dissatisfied in the source deck
These figures are records from the 2025 team proposal. The available material does not include a collection period, complete sample, or coding method, so the figures do not represent the current community or prove willingness to participate.
Each proposed voice had a communication task, not just a place in the lineup
Proposed talentNo participation, partnership, editorial placement, or production commitment is confirmed.
Counts show mentions out of six interviews. One participant could mention more than one theme; the source material does not include transcripts.
- 01
Attention
Make the sizing contradiction visible through role reversal.
- 02
Interest
Explain the expectations behind the visual contrast.
- 03
Desire
Connect comfort and choice to personal stories and styling.
- 04
Action
Give people one clear way to respond with their own content.
Jacob Elordi
Across AIDAA recurring role-reversal figure who carries the opening challenge into later responses.
Alexa Demie
Across AIDAIntroduces the central question and anchors the proposed opening and reaction content.
Jessica Andrews
InterestAn interpretive voice connecting the visual hook to fashion and cultural expectations.
Gabriella Halikas
DesireA creator-led story connecting sizing, comfort, confidence, and everyday dress.
Selected scripts translated each communication task into a concrete moment
Attention / Awareness
Two-minute opening video and challenge
The opening introduces the inclusion question, then makes the issue visible through a proposed role-reversal fitting challenge.
Task: move from an abstract claim to a visible contradiction.Interest
Forty-second quick-fire Q&A
Short questions shift the audience from seeing the contrast to understanding the dress expectations behind it.
Task: explain the campaign's point of view without repeating the challenge.Proposed extensions
A 15-minute “Closet of Truth” interview and a proposed editorial article would carry the explanation into longer-form content. These formats remained concepts.
The eight-week plan kept intended behavior separate from the metric
Proposed targets - not campaign results
Weeks 1-2
Awareness
Help audiences recognize and name gendered expectations around appearance and dress.
- 200 meaningful comments, shares, or saves
- 50 comments that explicitly identify the unfair standard
Weeks 3-5
Participation
Invite related posts, personal stories, and responses using the campaign prompt.
- 600 original or remixed posts using the campaign tag
- 150 participants sharing a sizing, body-image, or exclusion experience
Weeks 6-8
Advocacy
Support continued public expression around sizing inclusion and dress expectations.
- 1,000 cumulative participants
- 300 advocacy-oriented captions
- 2 articles discussing the campaign's cultural meaning
Every number above is a planning target. The source deck contains a conflict between its December 2025 cover date and its January-February calendar dates, so this case presents the sequence without publishing an unverified year.
The completed proposal is the outcome; campaign performance remains unverified
Team course recognition
Selected as the best project in USC CMGT-568: Influencer Strategies, Fall 2025.
My contribution clarified who the campaign should reach, what each proposed voice would contribute, and how selected content could support AIDA.
The available materials do not document live media spend, talent confirmation, editorial publication, audience engagement, or conversion.
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