Chase Russell | Media Planning Portfolio

HYLETE media plan

Senior Advertising Capstone, Fall 2026

The briefA full-year media plan for HYLETE, a performance apparel brand, to grow awareness and online sales among men 25–34.

My contributionA team capstone project. I was the team’s designated media planner: the full-year flowchart and the spend justifications — channel mix, flighting, budget allocation and sourced CPMs.

The plan$200K gross ($170K net) across influencer, streaming video and audio, search, programmatic and podcasts, January–December 2027. 8.12M estimated impressions at a $24.62 blended CPM.

**Annual media flowchart**The full-year plan: vehicle-level spend, week-by-week flighting, and impressions and CPM by line. $200K gross, $170K net, 8,123,000 impressions.

**Customer journey and KPIs**Media KPIs at awareness, consideration, conversion and loyalty, each tied to the team’s campaign objectives among men 25–34.

**Channels and vehicles**Six digital channels totaling $200K: influencer, streaming video, search, programmatic, streaming audio and podcasts. No OOH, print, TV or radio.

**Geographic considerations**A national digital buy, with extra weight in ACSM 2026 top-10 fitness cities plus San Diego, HYLETE’s home market.

**Timing and budget**Search and retargeting stay always-on; awareness media pulses in January, March–April, June, September and November–December, with January at 22% of spend.

**Explanation of vehicle choices**Why each channel is in the mix, from fitness-dad creators and YouTube/Hulu to always-on search and host-read podcast ads.

HelloFresh media strategy

Media Planning coursework, 2025

The briefReposition HelloFresh as an affordable convenience for price-sensitive 24–30 year-old professionals, and turn awareness into trial and subscription.

My contributionA five-person team project. Mine were the media flowchart and the vehicle rationale — channel mix, vehicle-level budget allocation, week-by-week flighting, and the reasoning behind every placement.

The plan$627M gross, set at 10% of HelloFresh’s prior-year revenue, a common benchmark for ad spend, across linear TV, streaming, social, influencer, search, podcast and programmatic. Value KPI: CPM. Delivery KPI: reach.

**Rationale for vehicle choices**Why each channel runs when it runs. Linear TV weighted to the NFL calendar, streaming to the short days of Q1 and Q4, social and influencer filling the football off-season.

**Barrier and business challenge**Price sensitivity among 24–30s was the barrier the plan had to solve for.

**Target audience**Urban professionals, 24–30, middle to upper-middle income, already searching for meal-prep ideas.

**Business objective**Convert awareness into trial and subscription.

**Campaign goals**Four SMART goals tied to sign-ups, traffic, engagement and email conversion.

**Metrics and KPIs**CPM as the value KPI, reach as the delivery KPI.

**Engagement ideas**Three placement ideas built around when the audience is actually reachable, including podcast ads timed to the 4–7pm commute.

Tuborg Live

Advertising Campaigns coursework, 2025

The briefDeepen Tuborg’s association with music among Gen Z, who want a way into music culture rather than another sponsorship logo.

My contributionA team project. I pitched the platform the group built on — a free-to-enter global competition ending in a festival in Copenhagen — designed the mobile site in Figma, and presented the final work.

The ideaAnyone can submit a track. The public votes. The top ten fly to Copenhagen to perform live, with the festival livestreamed so the audience that voted can watch.

**Campaign concept**Tuborg Live: a global submission-and-voting competition ending in a festival in Copenhagen.

**Audience persona**Luna, 23 — makes music at home, finds artists on TikTok, feels overlooked by big brands.

**Key message**What the audience should think, feel and do.

**Campaign timeline**Four months from announcement through the festival livestream.

**Mobile site**Submission, browsing, voting and playback, designed in Figma.

**Instagram and out-of-home**Social and billboard executions driving to the submission site.

Abyss Artspace

Advertising intern, Valencia, Spain — Feb to Apr 2026

The workSocial content for a Valencia gallery and printmaking studio: exhibition announcements, residency promotion and event schedules, built on the studio’s burst mark and identity.

Alongside itI built a 200+ artist contact database for outreach and developed an EU-targeted social framework that lifted engagement 20%.

**Summer Residency**Promoting a five-day artist residency and closing exhibition.

**Student Works**Run-of-night schedule for a printmaking exhibition and identity launch.

**Jardín**Group show announcement built around the studio’s burst mark.

Get in touch

I’m looking for a media planning role starting after I graduate in December. Happy to walk through any of this in more detail.

josephcrussell2@gmail.com LinkedIn Download résumé (PDF)