THE POP SHOPPE
Capstone Campaign
Over the course of the semester, I worked in a small team to create an ad campaign whose objective is to reintroduce a retro Canadian soda brand to the US market. My group and I, under the "agency" name SMADison Ave, conducted preliminary research, made a creative brief, and created 16 ads to publish on a variety of media for maximum audience impact.
CONTENTS
ResearchÂ
Creative BriefÂ
PrintÂ
Social MediaÂ
TVÂ
Out of HomeÂ
Guerilla MarketingÂ
Branded Product Placement
References
RESEARCH
The group conducted both secondary and primary research to help us learn about the brand and identify our target audience and opportunities in the market.
CREATIVE BRIEF
Next, we interpreted our data to generate a creative brief that outlined our creative strategy, target audience, and other guidelines that helped us keep our campaign consistent and on strategy.
We created three print advertisements that would be full page color ads in a magazine whose readership demographics encapsulate our target audience.
SOCIAL MEDIA
Next, the group created ads for both Instagram and VSCO. We created an ad for every advertising option on Instagram, and we pitched the company create an account and gain an organic following on the up and coming social media platform, VSCO
TV AD
Due to the COVID-19 pandemic, the group was unable to meet in person to film the TV, so we instead used B-roll footage to create a TV ad propo