Northern Biscuits Bakery Brand Extension Digital Strategy Proposal

For this project, I developed a digital marketing strategy for Northern Whiskers, a proposed brand extension by Northern Biscuit Bakery, introducing sustainable treats for cats. The strategy focused on storytelling and social media engagement to build anticipation and brand awareness before the product launch.

The campaign centered on a cinematic and humorous short film featuring a pampered cat who rejects every treat until discovering Northern Whiskers. Supporting tactics included a nine-day Instagram grid teaser that gradually revealed the story and product, along with a user-generated campaign called #PickyCatChallenge, encouraging cat owners to share videos of their picky cats trying the treats.

This project explored how digital storytelling, short-form content, and community participation can help introduce a new product while strengthening a brand’s personality and engagement online.