My planning portfolio on digital and branding, focusing on some work I did for Wiz Interactive and BORN consulting.

1. JOANA VEIGA
Planning Portfolio

3. The strategy focused on delivering wine expert con-
tent for wine-savvy (wine encyclopedia, wine blog,
etc) but also to attract the foodies, a vast audience
that was keen for wine info but didn't want to know
about the technical bits.
We knew that this highly digital people were online
searching for new flavours and we wanted to at-
tract them into the website and introduce them
wine pairing solutions, encouraging them to give it a
try next time they were shopping. Sogrape Vinhos
Gourmet encapsulated more than 500 recipes from
all over the world, along side with a huge cocktail
depository.
Strategic
WorkSogrape Wines is a winery with a vast portfolio of
wines and spirits being sold and distributed across
the world. Some of these iconic brands are Mateus
Rose, Sandeman, Finca Flichman, Cutty Sark or the
exquisite Barca Velha.
Could Sogrape Vinhos portal be more than a gate
way into the brands portfolio?
Can a winery attract non-experts and have positive
awareness and visibility beyond the product
brands?
Challenge

4. Sogrape Vinhos portal case.

5. This work belongs to WIZ Interactive where I worked as Strategy Director from May 2011 until May 2013.
www.sograpevinhos.eu

7. Starting of from the product signature - Designed
for Humans - we developed a campaign that was
based on a simple question: "What is this of being
human?" and created a platform for people to
answer. To promote the participation we created
3 videos with both celebrities (fashion designers,
blogger, musician, radio djs, film director, etc)
alongside with real people, sharing their insight into
this "humanity", with a call to action to the website.
These films were seeded via Samsung's Facebook's
community, Facebook adverts and banners. We had
more than 7 thousand participations of people
sharing their stories. The questions were related
with product’s features, an innovative tech piece
that was actually the most human-like of all devices
designed by then.
Strategic
WorkSamsung is known for developing state of the art
technology and functional devices that excel in per-
formance.
But Samsung’s challenge is to attract not only the
savvy-tech geeks but also the lifestyle, design-wise,
trendsetter, “make it cool”, “my phone’s a state-
ment” people.
ATL investment made sure that everyone knew the
smartphone was available.
The challenge was to engage with people and help
re-shaping Samsung’s brand perception
Challenge

8. If the whole world could hear you
now, what would you tell?
What's your best side?What would you share with
someone but never had the chance?

9. This work belongs to WIZ Interactive where I worked as Strategy Director from May 2011 until May 2013.
The campaign minisite allowed people to share
their stories, via text, photo or video. 7 thousand
entrances were made. Facebook community
engaged with the campaign, sharing and
dedicating the videos with their beloved ones.

11. Working side by side with the client and Samsung’s
agencies rooster we fostered a content strategy
and digital activations, helping to shape brand’s
perception and supporting product launch.
Strategy focused on humanising the Community
Managers while supporting Customer Care, but also
developing cool and out-of-the-box activations that
attracted but most importantly engaged a
mainstream audience that started to see Samsung
as a lifestyle brand.
Strategic
WorkIn January 2011 Wiz won Samsung’s Social Media
pitch for handling the Facebook account, with 60k
fans at the time. The challenge was to promote
engagement, rather than Community growth (Likes).
However, Customer Care was an important issue
as the Facebook Community was a gateway to
complaints from highly tech geeks.
Samsung needed a place to become more of
a lifestyle brand and less of a technical
response center.
Challenge

12. This work belongs to WIZ Interactive where I worked as Strategy Director from May 2011 until May 2013.
When the Community reached 100k fans
it was time to celebrate and appreciate
the fact So we invited the Community into
the celebration, choosing how the
Community Managers would say thanks.
Fan-O-Rama was born. When the Page
reached 100k a photo session was
released with both Samsung’s and Wiz
team with a call to action to the tab
where fans could vote into one of 5
challenges. A day of military training won
and the team went to it.
The video was published with a surprise.
Who saw it attentively could enter a
sweepstake to win a brand new
Samsung smartphone.
Samsung Fan-O-Rama case
Creative Work

14. After 16 years, Companhia das Sandes was acquired by a Fund that decided it was time to refresh the brand.
They asked for our help to understand the business, evaluate the market and finally use those insights
into both changing the brand and deliver a 3 year comms plan, transversal to all touch points.
Challenge
Dated and old look & feel, extensive
and confusing product portfolio.

15. >> Business overall workshop to train the client –
industry & trends analysis.
>> Strategic recommendations document that
guided the client through out the process:
. internal comms plan
. product portfolio refresh
. new product development
. loyalty scheme
. in-store needs
. brand promise
. brand comms
>> Data and intelligence to formulate the briefing
that supported the rebrand.
Consultancy
& Creative Output- We looked into the portuguese and international
market via:
>> National and international benchmark, through
in-store visits and desk research to more than 50
fast food brands (including a visit to London);
>> TGI quanti study focusing on the fast food con-
sumer (n: 5031/15-64);
>> In-depth analysis of top fast food chains in PT
(stores, brand promises, comms, product portfolio,
price, loyalty schemes, etc);
>> Questionnaires in-store to clients,
>> Staff interviews (n: 16), after tuning the script with
the client;
>> Food Trends identification and analysis;
Methodology

16. >> New positioning able to leverage the new brand:
- focusing on convenience (it’s fast food),
- healthier meal solutions;
- lifestyle community sense (on the go, urban
active, with healthier concerns, fond of animal
rights and ingredients' origin),
>> Support to new brand identity,
>> Support to new brand visual language,
>> Support to new store architecture proposal,
>> Support to promotional activities and comms
plan,
>> Support to new loyalty scheme.
Strategic
Work
>> Companhia das Sandes has an hard core “fast
food” proposition, a complete opposite to the
healthy trends;
>> The current customers have no emotional con-
nection; it is a functional brand settled in price and
convenience;
>> The brand is not able to attract competition cus-
tomers, in a very diverse, sophisticated and
cramped food court;
>> The portfolio is too vast but the star products are
pretty much 5. The healthier-sophisticated menus
don’t sell (not attracting the healthy/sophisticated
consumer);
>> The retail experience is very confusing across
stores and there is no brand coherence across
the consumer journey.
Brand/
Market Insight

17. 2010
Bronze
Rebranding

18. This work belongs to BORN (ex-Brandfiction) where
I worked as Strategy Manager from Sep 2008 until May 2011.
New store, store decoration explaining new ingredients certification, new loyalty scheme.
2010
Bronze
Rebranding

19. Some brands I’ve worked for in the past 10 years

20. Lisbon
2011/2013
Strategy Director
Lisbon
2008/2011
Strategy Manager
Agencies I’ve worked for
Amsterdam
2008
Account Planner
Lisbon
2006/2007
Account Executive
Lisbon
2004/2006
Account Executive

21. JOANA VEIGA
Planning Portfolio
veiga.joana1@gmail.com