poppi Strategy Plan

Integrated PR & Marketing Campaign

“poppi for all”

CEO & Campaign Strategist

Fall 2025

This campaign was developed as part of a semester-long group project in which our team created a fully integrated PR and marketing agency.

As CEO and team lead, I guided the overall strategy, managed workflow, and ensured that our campaign remained cohesive and on-brand.

I led the development of the campaign theme, conducted research and audits, and created key tactical elements, including visual assets and the content calendar.

I also mentored team members, delegated responsibilities, and provided feedback to strengthen the final deliverables.

Problem Statement

poppi’s branding can come across as focused on females and is very aesthetic-heavy, leaving room to expand appeal to more diverse demographics (men, older millennials, and health-conscious parents), specifically men.

Goal

Broaden poppi’s brand perception by showing it as an everyday health soda for all genders, ages, and lifestyles

Strategic & Creative Tactics

Flavor for Every Occasion”

#FlavorFriends Challenge Giveaway

poppi launches the #FlavorFriends Giveaway, a playful way to spotlight how everyone has their own favorite flavor.

Participants post a photo or short video with a friend, family member, sibling, partner, or parent, each holding their favorite poppi flavor.

To enter, they tag poppi, use #FlavorFriends, and briefly explain why their duo has “different taste, same vibe.” The “different flavor, same vibe” concept demonstrates that poppi’s products suit any lifestyle or taste preference, appealing to a broader audience.

Every other week, a winning pair is selected to receive their Flavor Friends Prize Pack with assorted flavor variety packs, two limited edition merch items, and featured on poppis social feeds as the #FlavorFriendsDuo

Platform: Instagram & Facebook

Frequency: One main announcement post + winners announced every other week

Budget: $2,000-$3,500

Prize Pack Costs

Merch Items
Shipping
Graphic Design
Paid Promotion

Content Strategy

I developed a comprehensive content calendar to organize campaign messaging, platform strategy, and timelines. This ensured that all deliverables worked together in a cohesive, integrated way while maintaining consistent audience engagement.

This experience strengthened my planning, organization, and integrated communications skills.

Key Takeaways & Evaluation

By shifting poppi’s marketing to speak more to men and to everyday drinking moments, the brand can reach new buyers and give current customers more reasons to drink poppi. This approach supports the goal of growing awareness, trial, and repeat purchases from a less-tapped audience. If implemented, this campaign would increase audience engagement, strengthen brand awareness, and build long-term loyalty. The integrated approach also allows for scalability across future campaigns and evolving audience needs.

While this campaign was developed collaboratively, my role focused on leadership, delegation, and quality control. I mentored team members, provided strategic direction, and reviewed all deliverables to maintain alignment with campaign goals and brand voice.

This experience enhanced my communication, project management, and team leadership skills in a fast-paced environment.

The brand should expect to see improvements in male awareness, social and digital engagement, click-through rates, new customer growth, and sales lifts during targeted occasions. Over time, success will show up in more men buying Poppi, higher repeat rates, and increased share in the functional soda category. If successful, Poppi can evolve the #FlavorFriends concept into a continuous, community-driven UGC program that continues to spotlight flavor preferences and personal stories.