Heart of Gold
YEAR
2020MEDIUM
MarketingBranding
Photography
Heart of Gold is a social media campaign targeting a specific audience niche, utilizing wordplay across a series of three images to promote a chosen product or brand. Opting to spotlight the Anastasia Beverly Hills Luxury makeup brand, I drew inspiration from the cultural associations surrounding the name "Beverly Hills" and leveraged humor to engage with a particular demographic – gold diggers. By cleverly integrating wordplay and embracing stereotypes associated with Beverly Hills, the campaign aimed to inject a sense of lightheartedness into the brand's marketing approach, enhancing its relatability to a broader audience.
To execute the campaign, I crafted a series of three images tailored for Instagram stories, capitalizing on the platform's temporary nature. The chosen color scheme mirrored the neutral tones characteristic of the makeup brand, while subtle nods to Christmas were incorporated to reinforce the concept of asking for gifts – an appropriate fit for the holiday season. By strategically timing the release of the campaign to coincide with this festive period, the seasonal theme was effectively utilized to maximize its impact within the Instagram space.
To execute the campaign, I crafted a series of three images tailored for Instagram stories, capitalizing on the platform's temporary nature. The chosen color scheme mirrored the neutral tones characteristic of the makeup brand, while subtle nods to Christmas were incorporated to reinforce the concept of asking for gifts – an appropriate fit for the holiday season. By strategically timing the release of the campaign to coincide with this festive period, the seasonal theme was effectively utilized to maximize its impact within the Instagram space.
