During the early days of the COVID-19 pandemic, while the nation was under lockdown, I took advantage of the newfound free time to develop my professional creative skills. With a passion for product marketing, I decided to create a set of multimedia assets for a digital campaign for STōK Cold Brew Coffee, a subsidiary of Danone North America.
Starting with an analysis of STōK’s online audience and their interactions with the brand’s digital channels, I developed a consumer persona known as “The Explorer.” This persona represents young, outdoor adventurers who crave quality cold brew coffee. Unlike typical coffee connoisseurs, they prefer sipping their brew atop a mountain summit rather than in a crowded café.
The digital assets I crafted include animated social media posts, a commercial, and branded emojis, all designed to evoke a bold, fun, and energetic image. These materials aim to resonate with “The Explorer” persona and enhance STōK’s brand presence in the digital space.
