Multimedia Brand Campaign

Overview:
For a brand management group assignment, I worked on an 818 Tequila multimedia campaign, in which I was responsible for all creative deliverables and the overarching brand strategy. The campaign consisted of two main elements: the "818 Tailgate" in collaboration with College Game Day and the "Don't Drunk Text Your Ex, Text 818" magazine spread in Vogue. My role involved developing visual assets and crafting a strategic plan to align with 818 Tequila's brand values and resonate with our target audience.

Creative Deliverables:
College Game Day Collaboration - 818 Tailgate:

Logo and Branding: Developed a cohesive visual identity specific to the 818 Tailgate event, ensuring consistency across all touchpoints.
Event Materials: Designed a variety of merchandise including apparel, drinkware, and accessories to enhance brand visibility during the event.
Tailgate Truck: Conceptualized and designed the 818 Tailgate Truck, which served as a mobile bar and promotional space, effectively capturing the spirit of College Game Day.

Magazine Spread in Vogue - "Don't Drunk Text Your Ex, Text 818":

Visual Assets: Created engaging and stylish visuals for the Vogue spread, emphasizing the brand's premium yet fun image.
SMS Marketing Integration: Integrated a call-to-action encouraging readers to text 818 for exclusive promotions, blending traditional print advertising with modern digital engagement.

Brand Strategy:
Market Research: Conducted thorough analysis of the target demographic, focusing on young adults aged 21-35 who are into pop culture, high-end fashion, and social events.
Positioning: Positioned 818 Tequila as a premium, tasteful tequila that elevates social experiences, making it the go-to choice for both casual and upscale occasions.
Collaborations: Partnered with influencers and brands like ESPN’s College Game Day to expand the campaign's reach and enhance brand credibility.
Messaging: Developed key messages that highlight 818 Tequila’s unique qualities, such as being distilled twice, reasonably priced, and celebrity-owned, to appeal to our audience's preferences for quality and authenticity.

Strategic Success:
Targeted Reach: Aimed to penetrate college towns and urban cities, engaging the core demographic of 21-35 year-olds with vibrant, on-the-ground activations and a relatable magazine spread.
Relatable Messaging: Planned to tap into common social experiences with humor and relevance, increasing user-generated content (UGC) and conversations around the brand.
Brand Attitude: Sought to position 818 Tequila as a premium and authentic choice, significantly enhancing brand awareness and positive attitudes among the target audience.
Consumer Engagement: Aimed to foster a community of brand advocates and loyalists eager for exclusive promotions, ensuring sustained engagement beyond the initial campaign.

This project showcased my ability to blend creative vision with strategic planning, resulting in a cohesive and impactful campaign that aimed to elevate 818 Tequila’s brand profile, drive engagement, and boost sales.