University team project · Campaign concept

mymuesli.A small moment. A connected campaign.

A university campaign concept built around Julia, a project persona and mother of two. My focus was the customer journey and the “5 days, 5 vibes, 5 bowls” campaign.

My role: Customer journey and campaign concept within a team
Context: Digital Marketing · FH Kufstein Tirol
Status: University campaign concept

01 / Audience & insight

Start with the moment, then the message.

Julia is the project's persona: a 30-year-old mother of two in Hamburg, balancing part-time work and family routines.

The team's starting assumption

Five minutes that feel like hers.

Our starting assumption was that a busy mother values a short moment of her own. We used breakfast to build the concept around that need.

A shared planning reference: Julia helped the team connect content choices to a specific everyday situation.
A question to test: Would both an energetic start and a calmer breakfast feel like me-time to the intended audience?

Breakfast image used to illustrate the project persona Julia — Persona illustration from the team concept, used as a shared planning reference.

02 / My customer journey work

One need across the customer journey.

The proposed touchpoint system

A moment of her own

The shared need behind the campaign

Content: Make the moment imaginable.
“5 Minutes for Me” across Instagram, audio rituals and a newsletter.
Creator voices: Connect with familiar routines.
A shortlist spanning everyday advice, lifestyle storytelling and family life.
The box: Give the ritual a physical form.
Organic blends, a ritual guide, affirmation cards and a bowl.
The microsite: Carry the idea beyond the feed.
Community voices and resources extend the concept online.

Portfolio map of the proposed customer journey. Each touchpoint supports the same need.

View the creator reference from the team shortlist

Creator profile from the proposed partner shortlist.

03 / Campaign creative

Five weekdays. Different expressions of me-time.

I developed “5 days, 5 vibes, 5 bowls” and the paid social campaign plan. The examples show how the idea changes in energy while keeping a shared visual language.

mymuesli campaign concept: Monday to Friday, five days, five vibes, five bowls — Sample campaign creative from the university concept: a different breakfast moment for each weekday.

The umbrella idea

A weekday structure makes the campaign repeatable and gives each bowl a distinct moment.

Power Monday

An energetic expression within the shared campaign.

Feel Good Friday

A calmer expression, with a prompt to discover more breakfast inspiration.

04 / Box & microsite

Give the campaign somewhere to continue.

The proposed Mama Me-Time Box combines organic blends, a ritual guide, affirmation cards and a bowl. A microsite concept extends it with community voices and resources.

The proposed Mama Me-Time Box

A digital companion to the ritual

MamaMeTime microsite concept — Microsite concept from the team project: extending the journey beyond social content.

05 / My contribution

The journey and the campaign concept.

A connected customer journey and campaign concept, supported by sample social creatives and a microsite concept.

Team project. My part: the customer journey and the campaign concept.

Planned the customer journey across content, creator selection, the box concept, microsite and paid social
Developed the “5 days, 5 vibes, 5 bowls” concept and paid social campaign plan