Author: Rachelle B.

  • Dylan Mulvaney and the Bud Light Boycott

    Dylan Mulvaney and the Bud Light Boycott

    A crisis communication analysis on Anheuser-Busch’s 2023 Bud Light Dylan Mulvaney controversy and how a two-week corporate silence and vague, audience-splitting messaging turned one influencer partnership into a lasting brand crisis, with lessons for future communicators and consumers alike.

  • tentree Social Media Strategy

    tentree Social Media Strategy

    This featured project is a full-funnel social media marketing strategy built for tentree. From audience personas and a six-platform audit, to content mock-ups and a measurable growth plan, this project turns mission-driven storytelling into a data-backed roadmap for reach, engagement, and impact.

  • ‘Unleashed’ Campaign Case Study

    ‘Unleashed’ Campaign Case Study

    ‘Freshmen Unleashed’ is a print-based entertainment-education campaign that delivered sexual assault prevention messaging through a campus lifestyle magazine. For this piece, I analyzed the campaigns strategy, its experimental outcomes, and why neither of its two theoretical frameworks was enough when taken on its own.

  • Part 1 – Project Outline Paper

    Part 1 – Project Outline Paper

    This final paper reviews one of the most consequential corporate ethics cases of the year: Target’s termination of its $2 billion DEI commitment. Using deontological theory, organizational communication ethics, and intercultural communication ethics to analyze the choices available, the choice made, and the moral cost of getting it wrong where the verdict is the same…

  • Comprehensive Brand Strategy

    Comprehensive Brand Strategy

    ThronePhones entered the headphone market with strong engineering and no strategic story. This comprehensive brand strategy builds from the ground up to create messaging for a brand that believes serious sound should never be a privilege.

  • Boobs4Babies

    Boobs4Babies

    I built Boobs4Babies from scratch; a breastfeeding advocacy campaign grounded in research, designed for real moms, and backed by real analytics. The campaign included a research essay, a website, logos and other assets, 66 pieces of social media content, and a live two-week run on Instagram and Twitter.

  • #LikeAGirl Campaign Case Study

    #LikeAGirl Campaign Case Study

    “Like a girl” used to be an insult, but Always® turned it into a movement that shifted how 76% of young women understood that phrase. I analyzed how they did it: the research, the strategy, the theory, and the results.

  • Digital Video Campaign

    Digital Video Campaign

    Black Dog Syndrome is real, and it costs lives. For COM 561 at WSU Murrow, I turned that problem into a three-part video awareness campaign: a Facebook PSA, Instagram Reel, and broadcast spot, all shot, scripted, storyboarded, and edited in Adobe Premiere Pro.

  • Branding Over Product: Liquid Death

    Branding Over Product: Liquid Death

    Same product. Completely different meaning. For this brand case study, I broke down how Liquid Death turned plain canned water into a $1.4B cultural phenomenon – not through a better product, but through a brand identity so disciplined that the product itself became almost beside the point. This featured piece walks through the situation analysis,…

  • Audio Interview

    Audio Interview

    The Seattle Police Department has lost over 600 officers since 2020. I sat down with retired SPD officer Sam Cook, a veteran officer who retired the moment he hit his 20-year mark, to find out what actually drove him to leave, then I spent more hours in Adobe Audition than I’ll admit, cutting 2 hours…