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INTEGRATED CAMPAIGN · 2024
Roles: Brand Strategy, Quantitative Research, Experiential Marketing
A comprehensive launch and awareness campaign developed for emerging wellness brand Beyond Medicine. This project spans primary consumer surveying, targeted audience layering, and multi-channel experiential activations designed to introduce and validate a unique supplement format among health-conscious Gen Z consumers.
CHALLENGE
Build baseline brand recognition, credibility, and product trust for an emerging wellness brand within a highly competitive landscape.
AUDIENCE
"The Proactive Wellness Trackers" — Health-conscious college students and recent graduates (ages 18–24) navigating busy routines and seeking convenient, natural wellness alternatives.
PRIMARY & SECONDARY RESEARCH
60%
Preferred gummies over other supplement formats
Primary Survey
53%
Encountered social media advertising multiple times a week
Primary Survey
35%
Value supplements tailored to specific health needs
Mintel Research
Research Methods: Primary Survey · MRI-Simmons · Mintel · WARC · Google Trends
INSIGHT
Young consumers value personal health but reject complicated wellness routines. They want proactive immune support and stress relief that fits into their active everyday habits without added friction.
STRATEGY
Intercept target consumers where their daily health habits already happen—on campus, at the gym, and across social spaces—to transform an unfamiliar ingredient into an intuitive, accessible daily pause.
BIG IDEA
"SOURS(T)OP"
Your Daily Reset on the Move.
EXECUTIONS
The Sours(t)op Experience
Placement: High-Traffic Experiential Pop-Ups (Campus Recreation Centers / Fitness Hubs)
Strategic Rationale: Capitalizes on the primary research showing a strong consumer preference for convenient gummy formats. Hosting sampling stations directly outside campus gyms minimizes product discovery friction, offering active young adults an immediate, tactile way to taste and trust the product.
#Sours(T)opMoment
Placement: Targeted Social Media Campaign (TikTok & Instagram In-Feed Video)
Strategic Rationale: Leverages data proving that 53% of the target demographic encounters digital ads multiple times a week, with 50% converting directly from an online ad. Utilizing influencer partnerships and organic user-generated content (UGC) builds trusted peer validation in the spaces where Gen Z handles product discovery.
Out-Of-Home Digital Advertising
Placement: Geotargeted Campus & Gym Digital Signage
Strategic Rationale: Serves as a high-frequency, proximity-based visual trigger. By placing dynamic digital posters across student union plazas and fitness corridors, the placement builds persistent brand familiarity and drives local, immediate foot traffic directly to the adjacent pop-up activations.