Love can be found at the Harrisonburg Farmer’s Market

  • Promote Valentine’s Community love

  • Make an Interactive campaign

    • Game-based advertising

    • 2 social media platforms

  • Post throughout the month of February

Objective:

Problem:

write here

The Client:

Harrisonburg Farmer’s Market

  • Age: 21–27

  • Location: Harrisonburg & surrounding community

  • Gender: Mostly women (79.2% of farmers’ market attendees)

  • Peak Day: Saturdays

    • diverse crowd

The Audience:

  • Audience:

    • Women & young adults

    • Value fresh, local, high-quality products, support farmers

  • Value:

    • Producer-only, authentic goods, year-round

  • Barrier:

    • People forget → need digital reminders

  • Digital Focus:

    • Instagram (young), Facebook (older)

  • Persona:

    • College students want convenient, healthy food

    • Downtown location helps

Key Insights:

Roughs:

  • Big Idea: Turn shopping local into a personalized, playful Valentine’s experience

  • Approach: Gamification + storytelling to make vendor discovery fun and interactive

  • Community and Conversion

Creative Solution:

Facebook

  • Vendor Application

  • Vendor Profiles

Instagram

  • Introduction Post

  • Quiz Stories & Highlight

  • Picture Engagement

In-Person

  • Vendor Quiz Handout

  • Valentine’s Token

Touchpoints:

Love can be found at the Harrisonburg Farmer's Market!

Big Idea:

Name: MarketMatch

  • Hashtag: #LoveLocal

  • How the Campaign Works

    • Phase 1: Interactive Digital Quiz

    • Phase 2: Weekly MarketMatch Profiles

      • Reminders: Posts linking to quiz highlights to boost engagement.

    • Phase 3: On-Site Activation

      • Show quiz result at matched vendor → receive token → enter raffle for gift card

Creative Approach:

Final Creatives:

Initial Instagram/Facebook story quiz

Initial Instagram post

Reminder Instagram/Facebook story

In-person market quiz

Vendor application

Interactive MarketMatch story

MarketMatch profile posts

Quiz Prompt:

  • Uploaded story posts, told Copilot to find the patterns between each slide to lead to the four vendors we chose

  • Tweaked the patterns a bit (ex: “make the flowers lead to Mary Jo’s Flowers”)

  • Copilot created a chart with 256 combinations that led to each of the four vendors

AI Reflection

Mackenzie Cunnane, Lexy Farinelli, Anna Gabe

Team

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