When people hear the word branding, most think of one thing: a logo. And yes, logos matter. They’re often the first visual touchpoint, the thing people recognize, the symbol that represents everything else.

As someone who has always wanted to go to Coachella, it’s basically my Super Bowl. Of course, I love the music. The performances, the outfits, the energy… all of it. But if I’m being honest, what excites me just as much (if not more) is the brands.

We don’t just consume content anymore, we participate in it. We follow, share, repost, analyze, remix. We build communities around the things we love, and in a lot of ways, those communities have become just as powerful as the brands themselves. That’s where fandom comes in.

We scroll past hundreds (honestly, probably thousands) of pieces of content every single day. Most of it? Gone in seconds. Forgotten instantly. 

So what actually makes someone stop? It’s not just the idea or trend (while both are important), it’s how it looks…

Whether it be scrolling through social media, watching a video, opening an email or just surfing the web… us modern consumers encounter thousands of advertisements each day. Some estimates say we see anywhere from 4k to 10k brand messages daily. And yet, most of them? Ignored within seconds.

Every major social platform including Facebook, Instagram, TikTok, LinkedIn, and X, all run on lots and lots of data. Profile details, clicks, shares, watch time, device info, and location tracking all feed the algorithm and power targeted advertising. While each platform has its own privacy policy, they all rely heavily on behavioral data to keep ads personalized and profitable.

Influencer marketing is most effective when it is rooted in strategy rather than trend. As discussed in Module 6, successful influencer campaigns require clearly defined objectives, thoughtful creator alignment, and measurable performance tracking. For a brand like Rare Beauty, which centers its identity around authenticity and emotional connection, influencer partnerships must feel intentional and values-driven as well.

When people think about a retail property like Derby Street Shops, they usually think about the tenants. Sephora, Bartaco, Lululemon and Barnes & Noble and so much more. But what makes Derby successful isn’t just what shops are there, rather it’s the people that go there to shop.

Looking into a specific Rare Beauty meta ad, I analyzed a live conversion-focused advertisement promoting the launch of its new Lip Butter Product. The ad was sourced directly from the Meta Ad Library and is currently running across Facebook and Instagram as a sponsored video placement.

For this campaign, I chose Rare Beauty, a brand that consistently leverages paid advertising to promote new products, limited-time promotions, and seasonal moments. Based on prior research, Rare Beauty’s paid ads, especially those tied to promotions and featuring strong brand storytelling…

Since I’m currently working on the social media marketing team for Derby Street Shops, I wanted to analyze a brand I actively manage and work with rather than relying on hypothetical or publicly available data…

Rare Beauty has mastered the balance between emotional storytelling and strategic visibility on social media. Focusing on their Instagram and TikTok, the brand blends organic content and paid promotion in a way that feels authentic, accessible, and intentional.

As part of my Internship capstone, I collaborated with a multidisciplinary team to conduct a competitive analysis and strategic audit of Tarte’s Shape Tape, one of the most iconic products in the beauty industry.

Have you ever bought something online without thinking, only to question your decision a few minutes later? If so, you’re not alone.