Golden Girl

This photoshoot marked the beginning of my semester-long campaign for Pure Green, a smoothie and juice shop on campus that I serve as the Account Manager for.

/BACKGROUND/
UW-Madison students believe that Pure Green products are overpriced. Repeated in-store visits and social media engagement among Madison residents ages 18-24 suffer as a result.

/CHALLENGE/
Position Pure Green as luxurious. Grow social media following and app downloads among UW-Madison females in Greek Life who spend money to experience small, daily luxury (skincare, clothing, workout class subscriptions, food).

/KEY INSIGHTS/
For Gen-Z, exclusivity is vital to luxury.
Gen-Z pays attention to characters.

/SOLUTION/
Build exclusivity through the character of a "Golden Girl."
1. Capture compelling imagery to introduce the "character." Post on Instagram with copy that taps into trends/artists/etc. that our target audience engages with.
2. Develop the identity through three "Golden Girl" campus influencer partnerships
3. Generate campus buzz through OOH "Golden Girl" ads, on-street activations, exclusive influencer events and collabs with local high-end brands.