Demographics alone were rejected in class. Below: the psychographic and behavioural labels we added, and the insight the campaign is built on.
The instructor's feedback in week 4 changed two things, and both are visible in the work below.
Our first audience included children. Marketing supplements to children raises legal and ethical problems — even when the parent is the buyer, an ad aimed at a child invites health claims scrutiny.
A demographic label alone was rejected. We added what the lecture deck calls psychographic and behavioural segmentation — beliefs, values and actual purchase behaviour.
Beyond an age bracket: the psychographics and behaviours that actually drive the campaign. Tap a persona to open its story.
What they believe: clean-label, self-investment, convenience-first, eco values, peer-proof, aesthetic-first.
What they do: buy supplements, active lifestyle, snack through the day, buy online, follow wellness KOLs.
Their words, reused in content: “I hate pills”, “on-the-go”, “clean ingredients”, “looks like candy”.
18–26s don't avoid vitamins —
they avoid anything that looks like medicineThe real enemy isn't the nutrient — it's the pill format..
We don't sell nutrients. We sell the habit without the burden — a daily vitamin routine that looks, tastes and feels like a treat. Every dotted term is a pillar we can defendEach term = a strategic pillar, evidenced in the analysis.
⚠️ Figures above are illustrative working hypotheses for this strategy deck — to be replaced with the group’s own survey / platform-figure sources before submission.