Content Marketing
Project Brief: Suja
As part of our final project for Content Marketing, our team designed a strategic branded content campaign for Suja Juice, aimed at increasing customer engagement and brand loyalty among wellness-conscious, time-sensitive consumers. The goal was to position Suja as a simple, holistic health solution and to build a cult-like following through emotionally resonant and personalized content.
We targeted "healthy-ish" individuals—those interested in wellness but overwhelmed by the complexity of choices in the health and juice space—and crafted messaging that was visually minimal, approachable, and purpose-driven.
Marketing Concepts Applied
Brand Archetype Development: Suja was positioned as a "Benevolent Ruler"—a trustworthy guide to simplifying wellness, much like brands such as OLLY and Lululemon
Platform Strategy: We focused on Instagram due to its high engagement and alignment with Suja's demographic, optimizing content for grid posts, reels, and story highlights
Human-Scale Principle: Used in visual content to break down product ingredients and benefits into relatable, digestible formats
Personalization & Interactivity: We introduced a QR code campaign ("Suja Sips") that links customers to customized juice plans based on wellness goals (e.g., energy, immunity)
Partnership Marketing: Proposed a cross-brand collaboration with Lululemon, aligning Suja with an aspirational wellness lifestyle and tapping into Lululemon’s loyal consumer base
Jobs-to-Be-Done Framework: Guided content development by identifying the specific emotional and practical "jobs" Suja performs for its consumers
This project strengthened my ability to create thoughtful, data-informed content marketing strategies that drive emotional connection, streamline the customer decision process, and amplify brand visibility through personalized digital experiences.
Project Brief: TikTok Challenge
As part of our TikTok virality Challenge, the assignment required us to conceptualize, script, and produce a piece of short-form video content optimized for TikTok’s algorithm and user behavior. The primary goal was to apply content marketing principles in real time to generate reach, engagement, and share-ability on a highly competitive platform.
We grounded our creative strategy in TikTok’s most engaging formats—quick hooks, relatable storytelling, trending audio, and aesthetic editing—while tailoring the narrative to our intended audience.
Marketing Concepts Applied
Platform-Native Strategy: Used TikTok’s visual and audio trends to ensure relevancy and boost discoverability
Virality Mechanics: Focused on the first 3 seconds (hook), watch time, and user interaction to optimize the algorithm's favorability
Content Psychology: Leveraged relatability, humor, and emotional payoff to drive shares and replays
Trend Hijacking: Adapted a trending TikTok format to make it timely and culturally resonant
Call-to-Action (CTA): Embedded subtle CTAs to encourage commenting, stitching, or rewatching