The Real Cost Campaign

As a Strategy Intern at FCB NY, I worked on The Real Cost campaign, aimed at preventing teen vaping by engaging Gen Z through an influencer-led strategy.

My role was to develop data-driven insights and strategic direction to guide creative teams in crafting authentic, impactful messaging for the target audience.

I conducted research on Gen Z’s behaviors, attitudes toward vaping, and trusted influencers. Using this data, I created reports with actionable insights and collaborated with creative teams to develop relatable concepts.

The insights I provided shaped an authentic influencer-driven campaign that resonated with Gen Z, earning recognition from senior leadership for its creativity and strategic alignment.