Dive into the research and execution of a multi-faceted marketing campaign for a local coffee brand. Our journey spans diverse media channels and mediums, including web, print, augmented reality, social media, live-streaming, and video production.
Figma
Miro
Creative Cloud
Meta Spark Studio
Wix
Producer
Las Perras Café is a locally owned Houston coffee brand by Andrea Arana. Its goal is to support and uplift the community, especially marginalized communities, foster social networking and open discussion, and produce it through the lens of Tejano culture and social justice.
How might we distinguish Las Perras Café from its competitors, build brand awareness, and reach our target demographic?
To build relatable content, I had to understand the audience. I started by researching the general market's needs, then I scrolled through LPC's current following and broke it into persona segments. I researched around ten (10) accounts per persona and sent out a survey with nine (9) responses.
By researching local competitors, I identified their audience and offerings to target a competitive selling point for the LPC campaign. I chose competitors based on similarity to the products sold and audience size at the time.
Using SWOT analysis, I identified opportunities and potential threats for my client to operate after the duration of the campaign.
Consumed by disappointment in the hospitality industry, Andrea starts her journey as a business owner. Fueled by inspirational female leaders and a desire to empower the community surrounding her, Las Perras Café is born. Andrea's journey thus far has not been easy—failed locations, lacking capital, and juggling it independently as a mother is challenging. Yet, she perseveres through creativity and the network of people she has created. Through it all, she remains committed to her mission and uses her voice to inspire and uplift others.
The XMPIE Journey map and user-centric scenarios showcase how the target personas enter the story and their journeys throughout the campaign.
This user journey maps out the story, and its plot points, as told across numerous platforms.
The production timeline delegates an accurate amount of time needed to complete each deliverable and keep track of due dates.
The AR filter is a menu roulette highlighting Las Perras Cafe’s offerings at the pop-up location by randomly suggesting a specialty drink. When the audience goes to the storefront, they scan a QR code which takes them to the Las Perras Café Instagram filter.
The social media posts follow the storyline of the campaign. It begins at the inception of Las Perras Café, the passion and driving force for the concept, and difficulties in its journey, and ends with the user with how she plans to run the concept in the future and where to find her now.
The live-streamed event was about diversity, equity, and inclusion (DEI) because the brand strives to have these conversations with its audience. Hosted by Andrea Arana (LPC owner), Tiffany Echevarria (DEI expert), and me (campaign producer), we averaged around 25 viewers throughout the stream. I contacted twenty local influencers to participate in the live stream, and three responded with a yes. While the live stream was small, it received many positive reactions and messages from the audience.
I created wireframes to acquire a general look and feel for the pages on the campaign website. While I didn't entirely stick to how the wireframes look due to constraints on WIX, it still helped as an information architecture and visual guide.
Las Perras Café journeyed through numerous opportunities and threats throughout this campaign. In the planning stages of the campaign, Las Perras Café went from a retail seller to renting its own space in the heart of Houston, Texas. However, due to unforeseen events, LPC was pushed out of its pop-up location. What resulted was a modification to some of the original content and posts. While this shift was not ideal, it allowed me to think on my feet and pivot, saving the campaign from disaster. This project taught me how difficult it is to bring a target audience the right content at the right time. Understanding the wants and needs of an audience was crucial to this project's success. I also learned the difficulty and power of a good story. When there is a good story, marketers can hook the attention of many. Lastly, spend time in the research phase—then spend more time. Throughout this project, I found myself back at my research for inspiration.
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