One branded campaign I thought was really effective was Spotify Wrapped. It works because it’s personal, shareable, and makes every user feel like part of a bigger community while still spotlighting the brand. It’s a great example of how content can be both fun and engaging, while also driving massive organic promotion.

I haven’t created branded content yet, but I’ve practiced with personal projects and mock campaigns to get comfortable with the process. I’m excited to apply those skills in a real-world setting and learn how to tailor content to a brand’s specific goals and audience.

I’d focus on making it relatable, fast paced, and visually dynamic. That means using short clips, captions or text overlays for quick takeaways, and music or trends that feel current. I’d also keep the tone casual and authentic sharing humor, real life situations, or student-centered stories so it feels like content made for them rather than at them.