Chamberlain Coffee Native Advertising

This project was completed as part of my coursework for "ENC3252: Writing for Strategic Communication". In the assignment, our task was to analyze a company’s marketing strategy and see how we could incorporate Native Advertising for the brand.

In order to appeal to the generation who utilizes the internet the most, I chose Chamberlain Coffee, created by YouTuber Emma Chamberlain, aimed to target Gen Z and younger millennial consumers. Additionally, I chose the platform of Buzzfeed due to its popularity with that audience. Buzzfeed is a platform that creates a wide variety of content, publishing quizzes and articles primarily focusing on pop culture and lifestyle. Their content is laid out in a grid format, featuring eye-catching colorful images followed by catchy titles. Their most popular section is the quiz section, where users can find thousands of quizzes that they can do either by themselves or with their friends. The quiz section is a great place to advertise because it is a relaxing environment where most people do not expect to be advertised to, making it the optimal place for native advertising.

The native advertisement was planned to be a quiz called “What ‘Chamberlain Coffee’ Product Are You?”. This title focuses on user interests rather than pushing products, making it feel like an exploration of personal preferences rather than an advertisement. This approach taps into users' curiosity about themselves, boosting quiz engagement. The quiz includes questions relating to the viewer’s personality and lifestyle. After the user finishes the quiz, a photo of the product that aligns best with the viewer’s answers will pop up, along with a link that viewers can use to purchase the featured product. The sponsored quiz will be included among the usual quizzes section grid. However, the quiz will have text that says “Sponsored by Chamberlain Coffee” underneath the caption for transparency. This text is also featured underneath the name of the quiz in the “results” section. 

The final advertisement mock-up featured sample questions designed to align with the brand's image and product offerings. Each quiz result included a product recommendation with a link to purchase, seamlessly blending promotion with user engagement. This project illustrates my marketing strategy approach, which prioritizes creativity and fostering audience engagement. By leveraging Buzzfeed's quiz format, the advertisement integrates seamlessly with the platform while effectively promoting Chamberlain Coffee's products. In order to accomplish this, I incorporated fun and engaging language complemented by bold colors to captivate the user's attention. Additionally, I ensured that both the thumbnail and quiz title seamlessly integrated with the overall page style. I utilized Adobe Photoshop to create all visual elements of this piece.