Mynd Adventures

Role: Student Campaign Team (Team of 5), Northeastern University Timeline: January 2025 – April 2025 Function: Brand Strategy, Advertising Campaign, Consumer Research

The Situation

Mynd Adventures, a board game company, needed a full advertising campaign strategy for a product launch. The client had a product but lacked a clear sense of who their core customer was and how to reach them effectively. Our team of five was tasked with developing a complete campaign that included research, strategy, and creative direction. This full campaign pitch was presented to the client.

What I Did

I contributed across the research and strategy phases of the project. We conducted 10 primary target audience interviews to surface real consumer pain points related to board game purchasing behavior. We identified what made someone choose one game over another, what friction existed in the category, and what emotional need the product could credibly address. Those insights directly shaped the positioning and channel strategy we developed.

From research, we moved to campaign architecture: positioning statement, target audience definition, channel selection, and creative direction. I contributed to synthesizing the interview findings into strategic recommendations and helped build the final campaign presentation. We delivered a 50-minute client pitch that secured buy-in on the campaign direction and received strong positive feedback from the client on the strategic foundation.

The Results

• 10 primary customer interviews conducted, surfacing key pain points and behavioral insights

• Full campaign strategy developed: positioning, targeting, channel mix, creative direction

• 50-minute client pitch delivered, securing client approval on campaign direction