Calypso Case Contest

The goal of this project was to create digital content and events to help increase brand awareness for Calypso Lemonade while supporting their influencer marketing strategy. This content pitch was a part of a case competition for a Digital Marketing course at Marquette University. Our group was selected as the winner of the competition due to the creativity behind the “Pause for Paradise” campaign. I was responsible for designing the campaign and developing digital content that would resonate with our created personas and an influencer event.

These images showcase my portion of the project. Our content was built on a detailed research of Calypso's brand guidelines. The content was grounded in research of Calypso's brand guidelines. I aimed to ensure the creative assets felt like a natural extension of Calypso’s voice, helping to elevate the brand’s identity among consumers. Additionally, the group researched the brand’s target audience. We crafted two personas, “Jake”, a hard-working 25-year-old, and “Sarah”, a dedicated 38-year-old mother, to ensure that our content resonated with the brand’s key demographic.

We discovered that March saw a notable increase in sales and social media engagement. This insight helped generate the timing and message of our campaign. I also wanted to leverage customers’ experience with the product to create a deeper connection with Calypso’s tagline, “Be Your Island Self.” Using these insights, we developed three types of content specifically for our two personas.

One of the main challenges of the campaign was crafting a campaign that would resonate with two distinct consumer profiles. By tapping into the overarching appeal of a relaxing getaway, we created a message that would associate Calypso with the serenity of spring break.

This project taught me valuable lessons in marketing strategy, including demographic research, data-driven content design, content calendar development, and aligning influencer partnerships with brand value.