2024 PXP Studios Intern Project by Aylin Bruce and Bella Police
This past summer, I collaborated with another Content Strategist Intern to create a pitch deck featuring a comprehensive engagement strategy for our client, Goldfish. Our mission was to propose two innovative strategies for responding to social commentary from a key competitor, Cheez-It, designed to captivate and resonate with the Gen Z audience. Through this presentation, we will highlight innovative opportunities for engagement and community building that align with Gen Z's values of authenticity, creativity, and playfulness.
By adopting an "offense" approach, we aim to turn the competitive dynamic with Cheez-It to our advantage. We reinforce Goldfish's positioning as the kind, playful, and fun snack that not only satisfies cravings, and brings joy, but also fosters a strong brand identity through community engagement.
This pitch was crafted by analyzing Goldfish's brand tentpoles, conducting in-depth research on social audiences and UGC video (primarily TikTok), exploring SKU data, copywriting style, and reviewing past social performance metrics. Additionally, we consulted with senior-level social strategists throughout the project to refine and strengthen our approach.
This pitch was presented to PXP's entire strategy team, including digital content and social strategists, and received high acclaim from Content Strategy Directors. Our innovative methods were recognized as strong candidates for implementation in Goldfish's social channels for the F25 fiscal year.
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