Kai Hansen
Marketing Communication, 2021
I am a graduating student studying Marketing Communication at the University of Canberra. My interests are in improving communication through digital content and strategy that is unique and impactful.
Selected Portfolio
Cancer Council ACT IMC Campaign Report and Presentation
My team was asked to develop a full integrated marketing campaign (IMC) for Cancer Council ACT to raise awareness of their wig service and prepare a presentation to pitch the campaign to the client. Our campaign focused on the big idea "Be bold. Be fearless. Be you." and incorporated various media channels including social media, paid search, magazine insertions and pop-up events to communicate to cancer patients and younger people living in the Canberra region. Notably, the campaign was recognised by Cancer Council ACT at the UC Comms Awards 2021 as the winning campaign. Please find the PDF of the full campaign report through the button above.
'Nutriplex' IMC Campaign and Logo Design
The client was a hypothetical company ‘Nutri Corporation’ who needed an integrated marketing communication (IMC) campaign to launch a new fertiliser product, ‘Nutriplex’. Some key insights taken from the brief were that customers who purchase fertiliser cared most about long-term soil improvement and that Nutriplex meet these needs, with its long-lasting organic formula. This informed the campaign communications to focus on its longer-lasting qualities. The campaign was developed with consistent messaging across radio, TV, magazine, social media, and ambient platforms, and focused on communicating the key benefit through use of the metaphor of winning a marathon – and featured world champion Australian marathon runner, Robert de Castella.
P&G Domestic Violence Creative Ad Concept
The task was to develop a creative ad concept for P&G and align their brand with the issue of domestic violence. The creative execution communicated to the prosecutors of domestic violence that they are creating a mess that they cannot clean in the same way you can clean laundry with laundry detergent or clean your hair with shampoo. For this campaign, P&G would partner with an Australian domestic violence organisation, 1800RESPECT for their information on domestic violence and hotline service. The organisation would seamlessly align with P&G, as they shared a goal of improving the quality of living at home.
Mood on the Roof - Social Media Copywriting
The task was to write copy for a new live music series shown on social media, including YouTube and IGTV. Specifically, the copy writing had to be consistent with the brand and target audience, convey stories in a blog-like format, and had to be competitively optimised using keywords and tags – which required a high level of research into the featured artists and competitors in the market. The series was launched on YouTube and IGTV in August 2020 and has now had thousands of views.