Chupa Chups: Spec Social Experiment Campaign
Branding • Chupa Chups (Speculative)
A branded content strategy and campaign for Chupa Chups based on leveraging the social experiment format to become more relevant to a young adult audience in the online space. From conducting consumer and competitor research and defining the dynamic value change to producing the campaign itself.
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The Brief
For my course in Branded Content, we had to conceptualise, design and implement a campaign using a social experiment format for the brand Chupa Chups. The task was to (1) analyse the brand persona and current content strategy of our client, (2) analyse the current content strategy of the competitive set, and (3) analyse the customer profile.
Based on our analysis, we had to (4) determine the best way to improve the current content strategy through a tailored social experiment campaign that matched their brand persona, customer profile and current needs. Once the strategy was complete, we would (5) produce the actual social experiment.
Skills and Contribution
Research and Analysis
Based on the brief, I conducted a competitor analysis on content strategy and a customer profile.
Conceptualisation and Strategy
Together with my team, we decided the best format for a tailored social experiment that matched the brand.
Creative Direction
and Video Editing
I directed the video campaign and edited the final product.
Project Management and Teamwork
I led and coordinated the team, aiming for a positive dynamic and workflow.