As part of a graduate-level capstone for the Advanced Media Management program in the S.I. Newhouse School of Public Communication at Syracuse University, this group project partnered with Shanky’s Whip, an Irish whiskey-based liqueur brand known for its bold flavor and eccentric personality. Our team was tasked with developing a comprehensive digital marketing strategy designed to expand Shanky’s presence among new demographics—particularly Millennial and Gen Z audiences—while staying true to its whimsical and irreverent brand voice. Deliverables included a go-to-market strategy, content roadmap, audience research, social media recommendations, and a storytelling approach centered on the brand’s mascot and unique flavor profile.

​

This collaborative project demanded strong internal communication and strategic delegation across team members. We utilized Trello to manage workflow and tasks, Canva to create mock visuals and brand assets, and analytics were provided to us through Google Analytics from the company to conduct a digital audit and measure audience insights and right the S.M.A.R.T. goals for the social media strategy. The experience reinforced our ability to execute multi-faceted marketing plans and deliver client-ready materials under real-world conditions. Through cross-functional teamwork and data-backed creative strategy, we successfully produced a campaign framework that aligned with the brand’s identity while pushing toward future growth.