For the Plantennas case study, we were challenged to build a 100% digital marketing campaign to sell 20,000 units of RFID-enabled biodegradable pots, each valued at $30. However, there wasn’t a set target audience, we had to research and select one from five potential markets.
With only eight minutes to present in the first round and 15 in the final round, we needed to quickly justify our audience choice, develop a compelling campaign, and prove its effectiveness. The pressure was on to make data-driven decisions, craft engaging marketing strategies, and align sales goals within a six-month timeline.
The Challenge
The Challenge
Winner in the 2025 Digital Marketing Competition:
Plantennas
Our Achievement!
My team won First Place in the 2025 Spring Digital Marketing Competition after advancing as one of the top six finalists! We stood out among 193 undergraduate teams during the most competitive year yet, with 31% of submissions coming from international universities.
Enthusiast Growers – Home gardeners who want smarter plant care.
Retail & Distribution – Garden centers struggling with inventory and plant care.
Heritage Cultivators – Researchers preserving endangered plant species.
Medicinal Cultivators – Botanists growing plants for pharmaceutical use.
Commercial Growers (Our Pick) – Large-scale nursery owners managing thousands of plants.
The 5 Potential Markets Provided:
How We Tackled It:
Market Research & Segmentation
Strategic Digital Campaign Development
Sales & Budget Forecasting
Creative Asset Execution