TARGET OBJECTIVES

Boost relevance and presence among Gen Z/Millennials

Drive social buzz and increase user-generated content

Boost sales by +10% during the campaign

TARGET AUDIENCE

Age: 21

Occupation: College junior, marketing major

Location: Austin, TX

Lifestyle: Lives off-campus, part of the campus radio station, social and always on the go

Income: Low disposable income, but always spends on snacks, energy drinks, and weekend outings

Stay energized during all-night study sessions

Be part of trending, culturally loud moments (TikTok, memes, hype drops)

Loves products that are fun, weird, or meme-worthy

Interested in brands that don’t take themselves too seriously—but still get the job done (especially if that job is staying awake)

Scrolls Instagram and TikTok late at night

Pulls long study sessions with snacks and caffeine in reach

Constantly screenshots funny or clever ads to share in group chats

Loves when brands embrace boldness, humor, and irreverence

Obsessed with pop culture, memes, remixes, DJ edits, and bold graphic design

Drawn to bold color, oversized visuals, and chaotic-fun energy

Loves campaigns that look like a party—or promise to make life feel like one

Influenced by youth-focused brands like Red Bull, Liquid Death, and Crocs collabs

DJ spinning Oreos like records? Instantly shareable.

Caffeine + cookies = two of Jordan’s favorite things in one, with a wild visual punch

The playful-meets-functional message works: this isn’t just fun—it’s fuel

The billboard and social ad feel like something Jordan would take a selfie in front of or repost in a story