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NextRep Brand Awareness Campaign

Campaign Planning • Creative Strategy • Copywriting • Brand Consistency

Overview

As part of a university advertising project, I designed a series of five billboard advertisements for NextRep, a conceptual AI-powered training app created to bring professional-level performance insights to everyday athletes. The billboard series served as one component of a larger brand awareness campaign, introducing the brand through a sequence of connected advertisements rather than repeating a single message.

Objective

Design a cohesive billboard campaign that introduced the NextRep brand, generated awareness, and encouraged viewers to learn more through clear calls to action. Each billboard was intended to communicate a different aspect of the brand while maintaining a consistent visual identity across the series.

Design Approach

Rather than treating every billboard as the same advertisement in a different format, I designed each piece around its intended viewing environment. Highway billboards relied on concise messaging and prominent branding to capture attention in only a few seconds, while placements viewed for longer periods allowed for additional supporting information. Throughout the series, I prioritized readability, visual hierarchy, and minimal layouts to ensure each advertisement communicated effectively while remaining visually cohesive.

Deliverables

- Five billboard advertisements
- Advertising copy
- Brand-consistent visual layouts

Reflection

This project reinforced that effective advertising extends beyond creating visually appealing graphics. It challenged me to consider how location, viewing time, and audience behavior influence both design and messaging. By balancing consistency with location-specific adaptations, I gained a stronger understanding of how individual advertisements can work together to support a unified brand awareness campaign.

Project Resources

NextRep Brand Style Guide (PDF) NextRep Brand Business Brief (PDF)

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"Build A Reel" Social Media Campaign

Social Media Strategy • Content Planning • Campaign Scheduling • Content Creation

*Video assets are stock assets

Overview

As part of a university social media marketing project, I developed and executed a simulated two-week integrated social media campaign for AirReel Assets, a conceptual drone cinematography brand specializing in aerial content creation for social media storytelling.

Rather than functioning as a standard promotional rollout, the campaign was designed as an interactive narrative experience. The audience was invited into the creative process of producing a final drone reel, with engagement-driven content that allowed users to actively influence creative decisions through platform-specific interactions. The goal was to create a sense of progression, anticipation, and participation over the full campaign period.

Objective

The primary objective of the campaign was to build brand awareness, credibility, and audience engagement by transforming passive viewers into active participants in the content creation process. Instead of only showcasing finished drone footage, the campaign emphasized transparency and collaboration, allowing audiences to feel involved in shaping the final output.

A key goal was also to strengthen cross-platform engagement by using each social media channel strategically, ensuring that content was not duplicated but purposefully distributed based on platform strengths. This approach was intended to demonstrate how a coordinated multi-platform strategy can increase engagement and drive users toward specific interactive touchpoints.

Campaign Strategy

A major component of the campaign was the deliberate segmentation of content across platforms, with each channel serving a distinct purpose within the overall ecosystem:

X (Twitter): Used as the primary engagement and decision-making hub. This platform hosted interactive polls that allowed users to vote on creative elements of the final drone reel, such as shot direction, themes, and visual preferences. It functioned as the central “interactive driver” of the campaign.
Instagram: Focused on behind-the-scenes content, visual storytelling, and aesthetic-driven posts. This included production snippets, teaser visuals, and creative process insights designed to build anticipation and emotional connection with the brand.
Facebook: Used for more traditional, structured promotional posts and campaign updates. This platform provided context, reinforced messaging, and supported longer-form explanations of what was happening across the campaign.

Each platform was intentionally interconnected, with content designed to guide users between channels. For example, Instagram and Facebook posts frequently directed audiences to X to participate in polls and influence the direction of the final drone reel. This created a unified cross-platform funnel that encouraged deeper engagement rather than isolated interaction.

Campaign Approach & Workflow

Before any content was produced, I developed a complete two-week campaign structure outlining the full content journey from start to finish. This included defining post objectives, sequencing content for narrative flow, and ensuring consistent messaging across all platforms.

A significant part of the process involved building a full content production workflow. This included:

- Content ideation and campaign planning
- Copywriting for captions tailored to each platform’s tone and audience behavior
- Designing platform-specific graphics and motion-based assets
- Structuring interactive poll content for engagement on X
- Creating behind-the-scenes visuals and teaser content
- Coordinating timing and scheduling for consistent daily posting

To manage execution, I used Adobe Express to schedule and automate the two-week campaign. Posts were strategically scheduled at consistent times each day, with typically two to three posts per day across platforms. This ensured a steady content rhythm while maintaining engagement momentum throughout the campaign duration.

The workflow emphasized consistency, planning, and narrative continuity, treating the campaign as a cohesive content system rather than isolated social media posts.

Deliverables

- 22 scheduled social media posts
- Campaign messaging and copywriting
- Platform-specific graphics and animations
- Interactive poll posts
- Behind-the-scenes content
- Final drone reel
- Two-week publishing schedule

Reflection

This project significantly strengthened my understanding of social media marketing as a structured, strategic process rather than isolated content creation. It reinforced the importance of building campaigns as interconnected systems where each platform plays a specific role in guiding audience behavior and engagement.

It also highlighted the value of pre-production planning, particularly in mapping content across time, platforms, and audience touchpoints before any assets are created. Managing the campaign through a full scheduling workflow helped demonstrate how consistency, timing, and platform-specific strategy contribute to a more cohesive and effective digital presence.

Project Resources

AirReel Assets Brand Style Guide (PDF) AirReel Assets Social Media Campaign Proposal (PDF)