PINEAPPLE INSURANCE

Pineapple is a South African digital-first insurance brand, and this project focused on developing an integrated digital marketing strategy to address inconsistencies in its brand communication and platform use. Using the SOSTAC framework, I developed clear objectives, target personas, positioning, customer journeys and tactical strategies across the marketing mix. The strategy aimed to strengthen Pineapple’s relationship with Gen Z and young professionals while building trust, engagement and ultimately encouraging conversion.