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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.

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Capstone Campaign: Services

CONTENTS

Research 
Creative Brief 
Print 
Social Media 
TV 
Out of Home 
Guerilla Marketing 
Branded Product Placement
References

Capstone Campaign: Text

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.

Capstone Campaign: Text
Capstone Campaign: Pro Gallery

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.

Capstone Campaign: Text
Capstone Campaign: Pro Gallery

PRINT

We created three print advertisements that would be full page color ads in a magazine whose readership demographics encapsulate our target audience.

Capstone Campaign: Text
Capstone Campaign: Pro Gallery

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

Capstone Campaign: Text
Capstone Campaign: Pro Gallery

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

Capstone Campaign: Text
Capstone Campaign: Pro Gallery

**The academic project was created for educational purposes only**

Capstone Campaign: Text
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