Overview

As part of my senior capstone project, this mock campaign was created for Vital Boost Nutrition, a fictional athletic beverage brand designed for health-conscious consumers. The brand concept focused on providing clean, sustained energy through natural ingredients and lower caffeine. The campaign aimed to position Vital Boost as a lifestyle choice—one that values transparency, well-being, and vitality—by combining an in-person activation at the Boston Marathon with a strong digital and social media strategy.

The Idea

The core message, “Boost your day, naturally,” reflected the belief that energy drinks should enhance performance without overwhelming the body. Research showed a growing demand for products with clear labeling, eco-friendly practices, and low caffeine levels. This insight shaped every part of the campaign—from packaging and social posts to live event experiences. The tone remained consistent throughout: empowering, energetic, and refreshingly honest.

The Proposal

The campaign strategy included:

• Audience Focus: Women aged 18–34, leading active lifestyles and seeking transparency in wellness products.

• Brand Voice: A mix of vibrancy, optimism, and straightforward messaging that reflects the product’s health-forward benefits.

• Packaging & Visual Identity: Bright yellow and blue colors were chosen to evoke freshness, movement, and a natural start to the day.

• Event Activation: A booth at the Boston Marathon offering product samples, branded merchandise, fitness-themed challenges, and a hashtag contest (#BoostToTheFinish) to encourage social sharing.

• Social Media Strategy: Instagram, TikTok, and Snapchat were selected as the main platforms. Mock content highlighted product benefits, healthy routines, and user-generated storytelling.

• Customer Persona: A fictional customer, “Kate,” guided the campaign voice—an outdoor-loving, health-minded college student who values low-caffeine beverages and sustainability.

The Plan

Execution was organized into three key areas:

1. Experiential Marketing: The marathon booth served as a space for direct engagement, where attendees could interact with the brand, try the product, and join giveaways through social media.

2. Digital Engagement: A structured content calendar was mapped out for each platform, featuring motivational messaging, lifestyle photos, and behind-the-scenes clips.

3. Awareness Tactics: Visual consistency across platforms, the use of interactive hashtags, and mock influencer collaborations helped simulate realistic outreach.

Final Thoughts

This mock campaign brought together audience research, creative strategy, and multi-platform storytelling to build a strong foundation for a wellness brand. From the brand’s tone of voice to its visual identity and activation strategy, each element was designed to reflect what modern consumers expect—authenticity, health-conscious benefits, and a meaningful connection to their daily routines. The process emphasized how even a fictional brand can tell a compelling, realistic story when backed by insight and thoughtful execution.

View the full project here: