Creative Brief

The purpose of this plansbook is to illustrate the best approach for W3LL PEOPLE to use when

expanding brand awareness and bringing themselves to the foref ront of Gen Z’s attention. Our campaign will primarily targets older teen and college aged Generation Z men and women, ages 16-24, that seek out ingredient conscious brands that are affordable but don’t compromise skin health. We plan to achieve this by increasing awareness of W3LL PEOPLE’s brand in Gen Z audiences by positively associating clean makeup ingredients with consumer’s overall skin look, feel, and well-being. This campaign will be executed through paid and owned media.

Our main recommendations for W3LL PEOPLE include:

Position W3LL PEOPLE as the beauty brand that can “do both” through OOH activations that show a combination of informational and visual elements that emphasize the balance of looking good and feeling good. Reach Generation Z through Amazon and Google search, paid social, and micro-beauty influencers on Instagram and TikTok to expand W3LL PEOPLE’s reach digitally. Create a W3LL PEOPLE brand ambassador program on college campuses that can establish positive brand association with their desired audience and instill a sense of community.

In our Plansbook, we analyze W3LL PEOPLE’s current positioning and expansion efforts with the soul intention for them to meet their desired audience where they are. Through a well-researched and creatively synthesized campaign, we hope that W3LL PEOPLE can successfully make a connection with Gen Z through clean and pure messaging: W3LL PEOPLE is so much more than makeup.