As part of my Digital Marketing course, I participated in the Digital Marketing Consulting Competition, where my team and I developed and pitched a comprehensive digital marketing strategy to Calypso's marketing team. This hands-on project allowed me to apply key concepts from the semester to create a targeted plan for a widely recognized beverage company.
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Some roles for this project were Personas Lead, Influencer Lead, Content Lead, and Strategy Lead.
Calypso Consulting Competition
Team Role: Content Lead
Our Content Strategy
As the content lead, I aimed to harness the power of prompt-based AI imaging tools to create dynamic and visually compelling advertisements. Recognizing that AI is becoming an essential tool across industries, I sought to demonstrate its potential by crafting unique visuals that not only resonated with the target audience but also aligned with Calypso’s brand identity as "The Taste of the Islands".
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​Challenges:
One of the biggest challenges with using AI tools is their lack of emotional depth and uniqueness, which can result in content that feels generic or detached.
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Solutions:
To overcome this, I developed detailed prompts designed to evoke specific emotions and highlight key aspects of the events we were promoting. By integrating targeted emotion-driven prompts, I was able to ensure the visuals captured the vibrant, tropical essence of Calypso while maintaining relevance to each campaign. This approach allowed me to blend technological innovation with strategic storytelling, producing advertisements that were both engaging and aligned with Calypso’s core values.
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Takeaways:
Being able to constantly adapt to the quickly changing landscape of creative Ai is my biggest takeaway from this project. Versatility is becoming the next big trait within the marketing world, so this project gave me a lot of insight on just how much roles are changing.
Super Bowl Ad
To capture the appropriate vibe of the Super bowl, I incorporated visual cues like goalposts, football patterns, and of creating emotion by including celebratory energy within prompting. All while maintaining an advertisement that aligns with Calypso's signature tropical elements.
For this Ad the issue of Ai not outputting text correctly was a roadblock in the creative process. Adjusting prompts to be more specific and clearer while also making minor request adjustments was vital to getting through the setback.
Valentines Day Post
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Surrounding content around holidays played a significant role in our strategy, as it allowed us to position Calypso as a brand deeply connected to the emotions and celebrations associated with these occasions. For Valentine’s Day, the focus was on crafting content that evoked feelings of love and warmth while simultaneously transporting the audience to a tropical paradise—offering a refreshing and unique twist on traditional Valentine’s Day imagery.
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