Poppi Summer 2026
DIGITAL MEDIA · FULL-FUNNEL STRATEGY
Academic Project · Individual· Graduate · Summer 2026
Project Overview
For a digital marketing case study, I developed a full-funnel media plan based on a simulated Summer 2026 campaign brief for Poppi’s Punch Pop and Strawberry Lemonade flavors. Using the campaign’s objectives, target audience, and hypothetical $4 million budget, I researched and developed a cross-channel strategy designed to move Gen Z and Millennial consumers from awareness through consideration, conversion, and retention.
My Contributions
Built an integrated media strategy and budget: Developed a hypothetical $4 million budget allocation across paid social, search, programmatic video and display, CTV, e-commerce, retargeting, email, and SMS, defining the strategic role each channel would play throughout the consumer funnel.
Developed audience- and intent-driven channel strategies: Created paid search campaigns around branded, non-branded, and competitor intent; developed social and influencer strategies centered on Gen Z and Millennial behaviors; and designed programmatic targeting using behavioral, interest-based, retargeting, and lookalike audiences across digital and real-world touchpoints.
Connected media exposure to conversion and measurement: Developed e-commerce strategies across Amazon, TikTok Shop, and Instacart to reduce friction between discovery and purchase, incorporated retention tactics to encourage repeat behavior, and established funnel-specific KPIs to measure awareness, engagement, conversion efficiency, and customer retention.
Key Deliverables
Developed a target-audience and media approach for a hypothetical Poppi summer campaign, connecting audience behaviors and media consumption to campaign opportunities.
Created an integrated media strategy spanning multiple stages of the consumer journey, selecting channels and tactics based on their role within the campaign.
Established campaign objectives, KPIs, measurement approaches, and optimization considerations to evaluate performance and connect media activity to campaign goals.
SKILLS DEMONSTRATED
Audience Strategy
Media Planning
Full-Funnel Strategy
Campaign Measurement
Strategic Planning