Digital Marketing Strategy

Brand Overview

Chupi

For our Digital Marketing Strategy we chose an Irish company called Chupi, a multi-award winning jewelry brand founded by Chupi Sweetman. Chupi was scouted her first year studying design to work for Topshop as the youngest designer there. After 6 years Chupi left Topshop and began set up her jewelry brand. Each piece is designed, manufactured and finished in Ireland.

We wanted to choose an Irish company we checked out their social media pages and website decided we all really liked their product, branding, packaging and story. As a group we all contributed towards the brand health check, going through hundreds of posts and reading comments underneath each post which helped our group create an online persona to represent the target customer. I included images from their website and social media to give the reader a sense of the product.

I worked with another team member to create a social media post that we felt would attract the online persona "Sophie Murphy". Sophie originally from County Kerry moved to Dublin after completing a degree in retail marketing and lives there with her husband and two kids, she is an avid user of social media and follows many Irish brands. She likes to buy Irish and appreciates original quality pieces.