The problem
Turn audience research into a content plan.
Calypso had plenty of flavors to feature. We needed to decide what to post, who each post was for, and which platforms would make the most sense.
The research
Understand two different reasons to buy.
Our research led to two fictional personas: Emily, who enjoys discovering flavors and experiences, and James, who values convenience and family occasions. They helped us plan for different motivations, not just different demographics.
The decision
Give each audience content that fits.
For Emily, we proposed recipes, flavor discovery, and polls on Instagram and TikTok. For James, we focused on family and game-day content on Facebook and YouTube. Each idea had a specific audience and purpose.
The solution
Put the ideas into a two-month calendar.
Our February-March 2025 proposal combined recipes, fan content, and a #CalypsoMadness flavor bracket. We also proposed RJ Davis for basketball content and Maddie Castellano for lifestyle and recipes. These were partnership ideas, not completed collaborations.
The outcome
A content plan with ways to measure success.
We delivered personas, a content calendar, and influencer recommendations. We proposed tracking reach, engagement, hashtag participation, website clicks, and Story interactions. These were measures for a future campaign, not results we had achieved.