GUERILLA MARKETING
Parade Activewear “Moves in the City” Launch Campaign
Concept Project for Experiential Marketing course at The New School
PROJECT OVERVIEW
“Moves in the City” is an experiential guerilla marketing initiative designed to promote Parade’s first-ever activewear line, Moves. Targeting Gen Z and Millennial women, the campaign turns everyday urban spaces into vibrant, interactive fitness zones led by local influencers. Participants can scan QR codes to sign up for free classes, receive discounts, and become part of the brand’s growing community.
The campaign combines street-level creativity with data-driven strategy to drive brand engagement, user-generated content, and direct-to-consumer sales conversions.
PROJECT GOALS
Increase awareness of Parade’s Moves activewear line among its core demographic
Drive email capture and coupon redemption through QR-based CTAs
Generate UGC (user-generated content) using branded hashtags on social media
Position Parade as an inclusive, bold, and culturally in-tune fitness fashion brand
Demonstrate proof of concept for scalable guerilla activations in NYC, LA, and other cities
Top Skills
Creative Strategy
Campaign Planning
Copywriting & Messaging
Visual Storytelling
Influencer Marketing
Tools Used
Canva: Presentation Deck & Layout
ChatGPT: Copy Ideation, Brainstorming Support, Visual Concept Rendering
Pinterest/Instagram: Mood boarding and audience insight
I’ll be in NYC May 12th - 15th
Let’s meet up for an informational interview or just to chat about career moves, creativity, or what’s next in the industry.