Khloud · Food & Beverage
Beyond the Screen
Extending a social-first ad into a multisensory campaign platform.
The campaign platform proposed in this work is Good For You, Elevated. Beyond the Screen is the case-study title given to it here — it describes the strategic move the platform makes.
Industry
Food & Beverage
Capability
Experiential Strategy
Communication gap
Engagement Gap
Status
Proposed concept — 2025
01 — The challenge
A multisensory product, advertised through one sense.
Khloud positions itself at the intersection of indulgence and wellness: a snack that feels enjoyable but is made with better-for-you ingredients. Its existing social ad communicated that balance competently — ingredient transparency, an elevated snacking moment, clean visual craft.
The limitation was structural rather than creative. Snack advertising on visual-first platforms is watched, not experienced. The brand's most persuasive asset — how the product actually tastes, sounds, smells, and feels — was the one asset the format could not carry.
02 — The gap
What happens when a social campaign leaves the screen?
This is an Engagement Gap: the distance between an audience seeing a claim and an audience testing it. Khloud was asking people to believe that a healthier snack could still be indulgent — a claim that argument cannot win and experience can.
03 — Research & insight
Recall is built through senses, not repetition.
- Audit of the existing ad: the balance of indulgence and wellness was communicated visually and passively, leaving the product's proof unspoken.
- Category observation: snack advertising on Instagram and comparable platforms remains a spectator format — consumers see the product but never encounter it.
- Applied sensory principle: activating multiple senses increases recall and strengthens emotional connection to a brand.
The insight that followed was simple enough to build a platform on: the ad should not be the campaign. It should be the entry point to one.
"Instead of telling people the product is better, let them find out."
04 — Strategic solution
Good For You, Elevated.
The platform makes two commitments. First, the campaign runs across digital, physical, and experiential environments rather than living on one feed. Second, every concept leads with a sense other than sight, so the product's own qualities do the persuading.
From
An audience that watches the brand
To
An audience that participates in it
05 — Execution
Three concepts, five senses, one message.
Taste the Difference
A personalised Khloud flavour experience that turns taste into interaction.
- Tap the social ad and take the “What's your Khloud flavour?” quiz
- Receive a flavour result matched to stated preferences
- Redeem a sample at a pop-up or partner retail location
TikTok and Instagram · mobile quiz · pop-ups and retail partners
“Find your Khloud flavour”
Healthier snacks carry an assumption of compromise. Taste is the only argument that settles it, and it can only be made in person.
The Crave Experience
A sensory campaign that builds craving before consumption, then resolves it in a physical space.
- Social ads use amplified snack sounds — crunch, pour, pop — in ASMR-style audio
- A QR code unlocks the Khloud Crave Experience at pop-up activations
- Signature scents are matched to each flavour profile on site
TikTok and Instagram · Spotify audio integration · pop-up activations
“Scan to experience the crave”
Sound captures attention where visuals have stopped working, and scent is the sense most closely tied to memory. Together they create desire before the product is ever held.
Feel Good Snacking
A visual and tactile experience that makes the product feel the way it looks.
- Social storytelling emphasises soft, airy, cloud-like texture
- Packaging and in-store displays reinforce lightness through touch
- The physical product delivers what the digital creative promised
TikTok and Instagram · retail displays · product packaging
“Experience the Khloud”
The strongest brand memory is formed when the physical encounter confirms the digital one. A mismatch there costs more than a weak ad ever would.
06 — Objectives & measurement
What the platform was designed to achieve.
This is a proposed concept. No campaign was run, no media was purchased, and no performance data exists. The objectives below describe intent.
- Move the audience from passive viewing to active participation, with every concept carrying an explicit call to action.
- Extend engagement beyond social media by connecting each digital interaction to a physical or experiential moment.
- Strengthen recall and emotional connection by engaging taste, sound, smell, touch, and sight rather than sight alone.
- Reinforce a single message across all three concepts: a better-for-you snack can still feel indulgent.
07 — Reflection
"A brand that sells an experience cannot only advertise an image."
The strategic move here was not inventing a new message. It was giving the existing message more senses to travel through — and accepting that the most persuasive channel for a food brand may not be a channel at all.
Graduate team project developed through study at USC Annenberg. Khloud is not a client, and the concept was not adopted, funded, or implemented. Angelique Payne's documented contribution: the introduction, the campaign approach framing the multichannel and multisensory strategy, the closing argument, and deck development and team coordination. The three concepts were developed and presented with teammates Tina and Angie Pineda.
