For this project, our team developed a fully integrated media strategy for YETI, grounded in consumer insight, competitive analysis, and budget-conscious channel planning. Our goal was to build a focused media solution that would help YETI deepen brand engagement and drive growth.

We began by using SWOT analysis and competitive benchmarking to assess YETI’s position in the market, then layered in geographic, demographic, and psychographic data to define clear audience segments. From there, we built detailed personas and mapped their decision journeys, using those insights to craft a tailored media strategy across paid, owned, and earned channels.

I learned how to translate market and audience data into strategy, connecting brand positioning directly to consumer behavior. I also gained experience in building cross-channel media plans that are both insight-driven and audience-focused.