While 65% of customers have expressed an interest in purpose enterprises, only 45% of them can actually name an organization that is making a difference in society.
Strategy
Analyzing DEED’s social media performance and app users helped me accurately design a persona that reflected their target demographics. Everything from Sofia’s name, age, ethnicity, style-aesthetics, tone, and voice were crafted based on user research insights. These insights aided the development of an influencer persona that embodied DEED’s brand values and purpose.
Deliverable
A Brand Playbook was created for DEED in order to understand when and how to implement Sofia in their social media content strategy along with influencer communication guidelines. Instagram content was created with Sofia to promote engagement on DEED’s platform and community volunteering events.
Services: Copywriting, Marketing Research, Brand Design & Strategy, Social Media Strategy, Brand Purpose Marketing