Overview:
In 2024, UC Davis launched the "Year of the Eggheads", one of the university’s most ambitious branding and marketing initiatives, celebrating Robert Arneson's iconic Egghead sculptures. This campaign introduced the Arneson Egghead Collection, sold at the UC Davis Store, Manetti Shrem Museum Pop-up, and Lost Pattern. As part of the campaign, I served as a graphic design intern and marketing associate, focusing on partnerships.
Campaign Impact:
$105K in sales
$4.1M raised for UC Davis Development & Alumni Relations
$26M donation—largest in UC Davis history
$105K in sales
$4.1M raised for UC Davis Development & Alumni Relations
$26M donation—largest in UC Davis history
Key Contributions:
Partnered with 8 influencers, reaching 75K+ views across social media
Designed promotional marketing assets for print and digital
Assisted in marketing and event planning, like the Year of the Eggheads launch, drawing 100+ attendees
Led partnership outreach internally and externally
Designed promotional marketing assets for print and digital
Assisted in marketing and event planning, like the Year of the Eggheads launch, drawing 100+ attendees
Led partnership outreach internally and externally
Influencer Marketing Campaign
I spearheaded the influencer marketing campaign for the Arneson Egghead Collection, driving engagement through Instagram and TikTok. With a limited budget, I focused on Gen Z micro-influencers in lifestyle and fashion, prioritizing California-based influencers, especially UC Davis students and alumni, leveraging their Aggie pride for authentic promotion.
To streamline the campaign, I created an influencer proposal deck, outlining the vision, key objectives, content deliverables, and creative inspiration. I also developed a content upload system to ensure alignment with campaign goals and brand values.
Given budget constraints, we sent curated PR packages, allowing influencers to select products that fit their brand. To drive sales, I coordinated with Lost Pattern to provide affiliate links and encouraged influencers to utilize TikTok Shop when eligible. Additionally, I collaborated with UC Davis' social media team to maximize reach through reposts and co-branded content.
This campaign was a hands-on learning experience, where I gained valuable insight into influencer outreach, digital marketing, and campaign execution while seeing creativity come to life.
Featured influencers included @lexiascher | @ucdaviswithkatie | @ethanchengluong | @isa.remolina | @vietnamesesandwichh | @sharm4aine .
Graphic Design
As a graphic design intern, I created print and digital assets for the "Year of the Eggheads" campaign, ensuring all designs aligned with its bold and vibrant brand identity. Using pop colors, halftone backgrounds, and Cooper Black typography, I captured the campaign’s energetic and artistic essence.
One of my key projects was designing the UC Davis Eggheads poster, which was selected to be displayed in the District and Capitol offices of Assembly member Aguiar-Curry, Senator Dodd, Congressman Thompson, and 6 alumni legislators. I also designed digital banner ads for promotional events and created GIFs that were shared across UC Davis social media and made publicly available on Giphy. Additionally, I assisted in updating the Egghead Shop page for the fall season, designing the banner and refreshing product listings. Besides digital assets, I had the opportunity to design merch iterations for the collection, and one of my designs was selected and produced as a tote bag.
Seeing my work come to life on campus, online, and in stores was an incredibly rewarding experience.
Launch and Premiere Events
I assisted with events such as the "Year of the Eggheads" Launch Party, Unexpected Legends Premiere Screening, and Egghead photoshoots, supporting the team to ensure smooth execution. At the launch party, I helped with setup, food preparation, and cleanup. For the premiere screening, I checked in guests and prepared gift bags. Additionally, I assisted with Egghead photoshoots, helping as needed on-site.
