Bre TenHulzen wins top CoJMC presentation at Nebraska Research Days

Thursday, May 6, 2021 - 9:45am

Senior advertising and public relations major Bre TenHulzen won top CoJMC presentation for her honors thesis “Advertising during the COVID-19 Global Pandemic: The Rise of Influencer Marketing in a Recession” at Nebraska Research Days.

TenHulzen began her university honors thesis project one year ago at the start of COVID-19 when she decided to research advertising during recessions throughout history and compare it to advertising patterns in the COVID-19 pandemic.

“I wasn't sure how things would transpire, but I knew I wanted to write a thesis that was insightful and relevant as I approached graduation this May,” TenHulzen said. “Completing this project allowed me to do an in-depth investigation into how brands adjust their campaigns during recessions to resonate with consumers.”

After completing her honors project, TenHulzen feels more confident entering the industry because she has a better understanding of the advertising strategies that have the most impact now and into the future.

Some significant findings from her research show that during the COVID-19 pandemic, people are paying more attention to brands’ actions than their words, and they especially favor brands promoting social responsibility.

“People now have higher expectations of brands’ digital capabilities,” TenHulzen said. “They prefer to hear from real people they can relate to; this is where influencer marketing strategies are key.”

Her research supports the idea that new advertising tactics need to combat consumer distrust, prove the brand’s authenticity, and demonstrate its social responsibility. The solution is influencer marketing.

“Influencers have the power to reach audiences the brand may not have been able to get to, and they can offer a more personal aspect to a brand’s image,” TenHulzen said.

Essentially, people trust the people they consider their peers over brands.

In March, TenHulzen virtually shared her project with several UNL faculty mentors who played a major role in her success throughout her college career. 

“I need to thank Jemalyn Griffin and Adam Wagler for their unrelenting support this past year,” TenHulzen said. “I also want to thank Jordan Gonzales, Samantha Kennelly, and Andrea Gaghagen for attending my defense and supporting my growth at UNL.”

After graduation, Bre plans to pursue a career in advertising, marketing, or communications in Omaha. You can find TenHulzen’s senior thesis and other projects/experiences she’s worked on while at UNL in her portfolio here: https://bretenhulzen.wixsite.com/portfolio/honors-senior-thesis-project.

Bre TenHulzen