Marketing Plan

GPT Buyer Persona

Denise Kania

Part 1: Creation of the Buyer Persona

Name: Lucia Fernadez

Age: 29

Location: Buenos Aires, Argentina

Occupation: Young professional -marketing consultant

Income Level: Upper-middle class, disposable income for lifestyle/fitness/fashion

Lifestyle: Active, health-conscious, loves stylish yet functional products. Passionate about social causes.

Interests: Urban streetwear, fitness, running, music festivals, social media trends, and animal and environmental advocacy.

Purchasing Behavior: Purchases Adidas both online and in stores, follows Adidas collabs. Very responsive to limited-edition drops.

Media Habits: Instagram, TikTok. Uses streaming platforms like Netflix and Disney+.

Part 2: Concept GPT

Part 3: Reflective Component

Learning Experience

Through developing the buyer persona of Lucía Fernández, I gained a clearer understanding of Argentina’s urban youth culture and how lifestyle, values, and identity influence buying decisions. The process highlighted how fashion, fitness, and entertainment overlap in ways that brands like Adidas can use to build meaningful connections. I also learned how cinematic partnerships, when done thoughtfully, can extend a brand’s relevance beyond its products by tapping into stories and characters that resonate with consumers.

Challenges and Solutions

One challenge was finding the right balance between Disney’s storytelling in Zootopia 2 and Adidas’ established sportswear identity. There was the possibility of the partnership feeling unnatural or forced. To solve this, I focused on shared brand values such as inclusion, empowerment, and sustainability, which provided a strong foundation for a potential campaign theme like “Step Into the Wild.”

Strategic Integration

Strategic interactive experiences could let fans explore sneakers inspired by Judy Hopps or Nick Wilde, find the right fit, and even learn about local events such as the “Wild Run.” This kind of integration builds excitement for limited-edition products and connects the online experience with in-store or community activities, making the campaign feel consistent across different aspects.

Ethical Considerations

Inclusivity was an obvious key point ensuring that marketing messages and product tie-ins represent diversity and avoid stereotypes while reflecting the positive values associated with both Adidas and Disney.

Personal and Professional Growth

This assignment pushed me to think more broadly about marketing, not only in terms of creativity but also how partnerships and consumer insights can be combined to deliver results. Professionally, it emphasized the importance of aligning brand values with campaign execution to create authenticity. Personally, I learned the importance of recognizing the responsibility that marketers have to protect customer trust and reflect inclusivity in their campaign strategies.

GPT LINK: https://chatgpt.com/g/g-68b497c41bac8191a126b4e73109b18e-lucia-fernandez-marketing-strategist