Creative brief

With the New Zealand Women’s World Cup approaching and Budweiser as the official sponsor of the WSNT, the brand aims to revitalize its campaign on equal pay for women and men in professional soccer. The primary objective is to spark meaningful discussions that generate high levels of engagement across their social media platforms making a significant impact in the media. Deliverables include a presentation deck that includes, but is not limited to the target audience, the new product or service, social media content, etc.

Idea

For this portfolio classwork, our team researched and came up with a social media plan to show how the demand for #EqualPay, especially within women’s football, has grown over the years. Showing Budweiser’s support for #EqualPay, the campaign strategy revolved around content pillars and educational content that inform social media followers, including aspirational content, depicting women in history who braved the odds to make a great impact in society. This fell in line with the FIFA Women’s World Cup Australia & New Zealand 2023.

Pitch deck

Budweiser campaign deck

Audience persona and psychographics

• Age: 18–35 year-olds in urban and suburban areas in the US
• Female: 70% | Male: 20% | Other: 10%
• Income: Low - Middle-income earners
• They struggle with work/life balance and often seek moments of escape through nostalgia. They take coffee to keep up with the moment and energy, but like to relax with romance novels or movies.

Campaign goals

• Increase social media engagement on Starbucks' platforms by 30%
• Convert Online engagement to Increase in Coffee sales with new, exciting & nostalgic options
• Convert Online engagement to Increase in twilight book sales and movie rewatches

Video content produced

Video created by Mirabelle Morah

Notes

This is a group work created during the Miami Ad School (Miami) Social Media Strategy Portfolio Bootcamp.

Role: Researcher and video creator
Team: Amanda Maxim, Mirabelle Morah, Tessa (Angel) Calandra