When tasked with re-launching a product to another target audience, I chose Benefit Cosmetic’s “WANDERful World” blush collection to target towards Gen Alpha due to the vibrant packaging and easy product application. I applied the marketing funnel to create a 360-degree campaign that guided customers from awareness to conversion. I built an integrated strategy map with specific tactics to drive engagement across Benefit Cosmetics’ social media platforms. Given Generation Alpha's strong presence on digital platforms, I focused on Roblox—a popular gaming platform where young users interact with brands. The campaign included branded experiences, exclusive virtual items, and interactive challenges to turn brand discovery into an engaging digital experience. This approach aimed to build brand affinity and early loyalty by reaching this audience in the environments they frequent. Additional tactics such as influencer partnerships, user-generated content, and in-game interactions were used to further increase engagement and position Benefit Cosmetics as a relevant brand for young beauty consumers. To execute this, I used Adobe Illustrator, Photoshop, InDesign, and Firefly.