Starburst | All Pink
Campaign, Digital Media
A pink Starburst is the most special flavor. We know this because the internet is weird and collectively decided it via a widely circulated meme.
Working with DDB, we recognized this, embraced it, and created an empowerment campaign for the release of the All Pink Starburst packs. As their partner, I provided the social throught the entire campaign.
Our goal: raise awareness for product while making everyone feel as special as a #PinkStarburst.
We did that.
We wrote an authentic meme campaign, created an entire product fashion line (youareapinkstarburst.com) with ‘Project Runway’ winner Erin Robertson and partnered with mega-influencer @beigecardigan on Instagram.
P.S. It felt good to work on something that just wanted you to feel good. 👏
ANNOUNCEMENT VIDEO | It’s an All Pink party and you’re invited.
MEMES | I concepted and wrote a series of memes based off the many different styles available that felt authentic in culture, while still conveying the specialness of what it means to be a Pink Starburst.
MICROSITE | Created an online portal to shop for all of Erin Robertson’s exclusive Pink Starburst merchandise.
TONE OF VOICE | To maintain tonal consistency across medias, I created branding guidelines that identified exactly how a Pink Starburst speaks, acts and engages with its fans.
*I also gained like 10 pounds during this campaign. I was fat the whole time.