Releasing Love, PIP, with Happy Day Brands
Marketing Campaign x Design.
Graphic Designer
Designer on a small team of marketing and creative peers
ROLE
Happy Day Brands, a local coffee and superfood company in Boise, Idaho, aimed to launch "PIP" – a caffeinated, single-serve popping chocolate square. Our team participated in a competition to develop a captivating launch campaign targeting college students and young adults, slated to go live in the Boise market after launch of their products.
BACKGROUND
CHALLENGE
Creating a compelling launch for the PIP , a unique caffeinated product, was a challenge as it required capturing the attention of a trendy audience accustomed to various caffeinated options. Our solution, "Love, PIP" ad campaign drew inspiration from Valentine's Day centered around falling in love with the little PIP; Catering to the audience's happy, healthy, and aesthetic preferences. I collaborated with the team to conceptualize ideas, created visual assets across the campaign, and presented the final concept to Happy Day Brands.
Introduce the PIP product and grow Happy Day Brands Awareness.
Use the Northwest location to launch a campaign before a national extension.
Build a engaged social media following for Happy Day Brands.
GOALS
RESEARCH & PLANNING
Our campaign strategy began with a competitive analysis, defining our target as "Educated Busybodies"—busy, educated individuals prioritizing well-being. With a predominantly female audience, we crafted an authentic "Love, PIP" concept, influenced by online dating trends. Tailoring PIP's tone to be silly, flirty, and cute, we used taglines "Spread the Love" and "Hey good Lookin," drawing inspiration from the online dating world. Diversifying platforms, we utilized print, outdoor, and social media, complemented by experiential tactics on social.
Our social media strategy featured engaging posts, shareable content, and E-valentines. Riskier elements involved experiential strategies, like setting up PIP lovers on blind dates and organizing a Galentine's day brunch event promoted on social media.
SOCIAL MEDIA
RESULTS
Our campaign, Love, PIP, won Happy Day Brand's contest, securing implementation in the Boise Market. It not only showcased its appeal but also positioned it as the preferred choice for introducing the innovative PIP product to the target audience.
CONCLUSION
The Love, PIP campaign illustrated creative strategy by connecting with a busy target audience in an eye-catching way. Platforms were carefully selected, ensuring compelling and innovative storytelling. Positive reception from Happy Day Brands highlighted the success of our ideas and bold visualizations that effectively conveyed the Love, PIP narrative.
Target Market Research
Experiential Marketing
Creative Campaign Strategy
Social Media Strategy
Visual Design
Campaign Execution
Communication
Client Collaboration
