Fall 2024
3.5 Months
Adobe Photoshop, Adobe Illustrator,
Adobe Primere, After Effects
The Twrl Popping Boba campaign focused on promoting Twrl's innovative popping boba product. Through creative advertising, including print, social media, and video, the campaign encouraged audiences to "pop their bubble" by stepping out of their comfort zones and trying something new.
View DocumentTwrl’s popping boba products are well-loved by a specific group of consumers, but there’s a challenge in expanding awareness beyond this core audience. Despite strong product appeal, the brand is struggling to reach potential customers in wider demographic groups, especially those unfamiliar with the concept of popping boba or who might view it as a niche product.
Develop a comprehensive marketing strategy that introduces the fun and innovative aspect of popping boba to new audiences while maintaining the brand's playful and creative voice.
Engagement: Use interactive and engaging methods (e.g., challenges, influencer partnerships, or experiential events) to increase brand engagement.
Create a Unique Brand Identity: Establish Twrl’s popping boba as a unique, fun, and innovative brand in the competitive beverage and snack market.
To develop the campaign, I conducted extensive research to ensure the ideas were both innovative and strategically sound:
Analyzing Advertising Agencies and Their Work:
I reviewed the portfolios of various advertising agencies to understand current trends, successful campaigns, and creative approaches in the industry.
Understanding the Target Audience:
I researched the target audience common for popping boba. This analysis allowed me to tailor the campaign to their needs and motivations, ensuring maximum engagement.
Brainstorming Through Mind Maps:
I created multiple mind maps to explore different concepts and connections. This approach helped me visualize potential ideas, refine creative directions, and generate unique solutions aligned with the campaign's theme, "Popping Your Bubble."
Through this project, I gained valuable insights into the importance of thorough research and audience understanding in creating a successful campaign. I learned how to balance creativity with strategy, using mind maps and brainstorming to develop innovative ideas while staying aligned with the target audience’s needs. Additionally, I honed my skills in crafting engaging messaging that resonates with diverse demographics to measure campaign success.