OBJECTIVE

We were given the challenge of creating a social-led marketing campaign for a popular snack brand aimed at Gen-Z. For confidentiality, I’ve removed the brand’s name from the following concepts that I developed for the pitch.

SOCIAL ACTIVATIONS PITCHED

Social Takeover Series (inspo)

  • Characters Feed Takeover: characters take over the social media feed.

    • Profile Picture Update: Change the profile picture to feature .

    • Content from ' POV: Craft posts and stories from the perspective of .

    • Dance Debut: Introduce a fun and catchy Dance.

      • Create a TikTok Audio: Develop a song and make it available as a TikTok audio.

      • Collaborate with Creators: Partner with a creator to choreograph a trendy and replicable dance.

ASMR With Creators and Followers (inspo/inspo)

  • Crunch Compilation Series: Lean into the satisfying crunch with a series of short clips featuring different creators. A surprise familiar face appears towards the end of the video.

Crunch Challenge

  • Engage followers by challenging them to capture the most satisfying crunch. Winners will be entered to win a limited-edition gift bundle.

What’s Your Character Personality? (inspo / inspo / inspo)

  • Interactive Quiz or Map: Engage users with fun Instagram carousels or TikTok AR filters or discover their unique   personality.

Instagram and Text Stickers of Characters (inspo / inspo / inspo)

  • Stickers for IG Stories and Text Message: Users can add their characters to Instagram Stories and have them react to texts.

Characters Animated POV (inspo)

  • Introduce each character through engaging and popular video formats.

    • Get Ready With Me (GRWM) Morning Routines: Share the morning routines of characters.

    • A Day in the Life (ADITL) of Your : Highlight a day with your , showcasing their adventures and activities.

Who can stack the highest? (inspo)

  • Social Competitions: Engage followers with challenges to stack cookies as high as possible without the tower falling over. Winners receive enticing prize packages, such as limited edition gift bundles

The Joy of Play (inspo/inspo)

  • -Themed Games: Show creators and audiences going head-to-head in fun games featuring characters.

    • Airdropping Tic-Tac-Toe: Engage strangers by airdropping a game of Tic-Tac-Toe featuring stickers.

Family Reactions

  • Capture the joy as families react to finding cookies hidden throughout their house.

Specialized Merch

  • Specialized collectible cards with profiles on various characters and hide them in boxes or packets to create a sense of joy & discovery around collecting them all

  • X Pop Mart Blind Boxes (Inspo)

Collaborations

  • Local coffee takeovers (Inspo)

  • X Finch (in-app character as pet)

  • X Epic Games (characters Fortnite accessories)

  • Pop-Up Events/street team spreads joy in high-traffic areas (Inspo, Inspo)

    • Host surprise pop-up events in parks or malls to distribute snacks and create photo opps with the truck. 

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