The objective of this project is to design and execute a creative marketing campaign for Joyi, a mental health education app, to introduce it to 100 people with high engagement.

Joyi is an entertaining app that promotes mental health education. The app features a character with five ingredients for creating good moments: Health, meaningfulness, mindfulness, togetherness, and curiosity. To fill these jars, users can take bite-sized lessons. The app also personalizes its content to each user's specific needs to enhance resilience and well-being.

Students will work in teams to develop a marketing plan for Joyi, a new mental health education app. Each team will design and execute a creative marketing campaign to introduce Joyi to 100 people. The Joyi team will provide support throughout the project.

Each student team is expected to submit a written marketing plan that outlines their strategies and tactics for introducing Joyi to 100 people. They will also execute their plan with the support of the Joyi team.

The project will be evaluated based on the following criteria:

• Creativity and Innovation: The degree to which the marketing plan is creative, innovative, and aligned with Riipen's brand and messaging guidelines.
• Target Audience Analysis: The depth and accuracy of the target audience analysis and the extent to which it informs the marketing plan.
• Execution and Results: The effectiveness of the marketing plan in reaching and engaging the target audience and the ability to track and analyze the results.
• Collaboration and Teamwork: The ability to work effectively in a team, communicate ideas, and contribute to the project in a constructive manner.

To support learners in completing this project, we will provide ongoing mentorship throughout the project.