Monopoly is world’s most famous and most played board game with an 80+ years of iconic history, which presented us with a challenge to reimagine the perception of the brand, highlighting its relevance to the target audience.
I created a localized brand strategy in alignment with global initiatives, based on consumer, market and sales data, evolving it into a communication platform 'The Power of Money' which created a resonating brand narrative for the target audience. I lead a comprehensive update of brand social media, launched a highly relevant brand campaign during the pandemic, organized co-brand promotions and arranged a consumer promotion, leading a cross-functional team, which lead to 24% participation rate and +23% sales uplift during Christmas time. One-voice approach and strong presence across relevant platforms lead the brand to boost of top-of-mind awareness and consideration.
Project: Monopoly Brand Relaunch
Location: Hasbro
Role: Brand Manager
I created a localized brand strategy in alignment with global initiatives, based on consumer, market and sales data, evolving it into a communication platform 'The Power of Money' which created a resonating brand narrative for the target audience. I lead a comprehensive update of brand social media, launched a highly relevant brand campaign during the pandemic, organized co-brand promotions and arranged a consumer promotion, leading a cross-functional team, which lead to 24% participation rate and +23% sales uplift during Christmas time. One-voice approach and strong presence across relevant platforms lead the brand to boost of top-of-mind awareness and consideration.
Project: Monopoly Brand Relaunch
Location: Hasbro
Role: Brand Manager
