Content Strategy
The Hump Zine offered a unique opportunity to create an original, physical publication for Camel customers, celebrating trend exploration and the art of blurring boundaries.
Designed to spark inspiration and foster connection, this strategy captivated customer attention and extended the conversation beyond traditional advertising. As a content strategist on the Camel account, I focused on curating engaging, culturally relevant content for their most valued audiences—shaping narratives around creativity, lifestyle, and innovation rather than tobacco marketing.
Camel’s Hump Zine
Project Title: Camel’s Hump Zine: Sparking Originality through Cultural Content
Objective: To create The Hump Zine, a biannual print publication embodying Camel’s brand ethos of “Sparking Originality.”This initiative aimed to shift the brand’s engagement strategy from traditional advertising to cultural storytelling, delivering high-value, visually rich content that resonated with trendsetters, explorers, and lifestyle influencers.
My Role:
Content Strategy: Designed and implemented the editorial framework, curating content on lifestyle, tech, art, and fashion, ensuring it aligned with Camel’s brand personality and values.
Collaborator Management: Partnered with featured artists, photographers, and contributors to craft compelling visual narratives for each issue.
Audience Targeting: Developed strategies to engage geo-targeted high-value customers, offline brand enthusiasts, and Camel Experience attendees, driving both immediate and long-term brand loyalty.
Print Production Guidance: Led the creative direction for physical production, defining the magazine’s format, matte paper aesthetic, and cross-promotional elements like postcards and exclusive coupons.
Challenges & Considerations:
Navigating Non-Traditional Marketing: Ensured the content remained engaging while adhering to tobacco marketing regulations, aligning with modern cultural trends.
Audience Segmentation: Balanced relevance across diverse demographics and psychographics, ensuring the zine resonated with multiple consumer segments.
Outcome & Impact:
Creative Engagement – Delivered a high-quality publication that reinforced Camel’s commitment to originality, artistic expression, and cultural relevance.
Brand Differentiation – Elevated Camel’s brand identity by shifting from traditional marketing to content-driven experiences, distinguishing it from competitors.
Audience Connection – Fostered a deeper relationship with Camel’s most valued customers, creating a platform for discovery, inspiration, and creative engagement.