TIFFANIE H. CHUN
Digital Marketer
January 2013 - March 2013 // The "Pop For...." Campaign
For my advertising course, the quarter-long project was to create a full ad campaign for Pop Chips targeted to Generation Y.
The objectives:
(1) create a favorable brand identity and (2) generate a 10% increase in grocery store sales during the summer months.
I managed a five-person team, and we received Best Campaign by our peers. To give a polished look, I reviewed and compiled all information from the team into a cohesive marketing booklet complete with our 'agency' logo.
Pop Chips
Project Details
For the "Pop For..." campaign we created two 30-second commercials perfect for TV or digital networks like Facebook or YouTube.
The main purpose of the website was to provide general and legal information for the sweepstakes. To build the brand identity and community, viewers would be encouraged to download the app and see activity in the feed on the right side of the page.
We believed the grand prize fit perfectly as Katy Perry had signed on with the Pop Chips family in addition to the popularity with MTV among Generation Y consumers.
Pop Chips launched a similar giveaway in June 2013 (we never pitched to them).
For the required sweepstakes, I created a mock mobile app and website content. The content on both the app and website was intended to create a favorable identity for Pop Chips where Gen Y consumers are spending their time: digitally.
The app had three purposes: to yield data insights, create a brand community, and support the sweepstakes (a trip for two to the VMAs) through our 'Pop Codes' which was a collect-them-all scheme. The unique codes could only be scanned through the app.
Commercials
Mock Website
Mock Mobile Application
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