MOJO AD
Media Planner
As the Media Planner of the team, I was responsible for allocating a $2 million media budget across a variety of media including paid social, CTV and brand partnership strategies. The culmination of the project was a creative brief, pitched to Mondelez executive members, centered around bringing Sour Patch Kids into the forefront of Gen Z’s attention.
The Role
The University of Missouri prided itself on The Missouri Method: learning by doing. and that’s exactly what MOJO Ad achieved.
MOJO Ad is a student-run, professor advised advertising agency entity, serving as a final project for students in the Strategic Communications department. I worked alongside a team of 9 other students to create a fully-fledged 360° integrated marketing campaign for our client of the fall semester, Mondelez International’s Sour Patch Kids.
The Challenge
MOJO Ad was tasked with positioning Sour Patch Kids not only as Gen Z’s top candy choice but as a key cultural player too. Sour Patch Kids was to be an icon in youth culture.
The Pitch
In December of 2022, we pitched our creative brief to Mondelez on a center stage of the Journalism School at the University of Missouri. We detailed our brief in 3 phases over a calendar year, including all corporations of the media strategy and budget breakout.
But don’t take my word for it - take a look for yourself.
The Research
Sour Patch Kids boasted an existing reputation to their extensive product portfolio, including an online presence that already leaned in the direction of Gen Z cultural behaviors. On top of researching competitors like Trolli and their tactics, MOJO Ad teams leveraged their Gen Z team status to (literally) put ourselves in the audience’s shoes. According to primary research, our target audience was an impulsive and explorative shopper that valued entertainment with all purchases.
The Strategy
As Gen Z attention spans continue to decrease, much of our strategy involved social media. As self-declared online natives, 100% of Gen Z adults who were surveyed reported having at least one social media platform they were present on. We took to TikTok, Instagram, Twitter and Snapchat with paid ads and filters for our customers to experience.
To further expand our reach, we proposed brand partnerships with Cards Against Humanity and Big Mouth, both recognizable IPs to Gen Z, to further capture the attention of our audience.
