BRIEF I created my own personality test based on fruit. Personality consists of a combination of behaviors, attitudes, and emotions that make each person unique. With millions of people taking these tests every year and over a thousand different types available, they continue to have a significant impact, and I wanted to contribute by creating a memorable experience. Fruitful Personas is a personality quiz based on popular internet quizzes that identifies an individual's traits and how these unique characteristics relate to platonic and romantic relationships.

CHALLENGE How can I create an engaging and trendy personality quiz that appeals to Millennial and Gen Z audiences and would prompt them to share the quiz with others organically?

SOLUTION By crafting a short, catchy experience focused on curated aesthetics and relatable insights, I created an activity, brand identity, and social media campaign targeting Millennials and Gen Z. The design aesthetics focus on emphasizing color, texture, retro, and handmade design elements reminicsent of scrapbooking. This made the designs feel more personal, handmade, and playful, in the hopes that individuals would be intrigued. I partially coded a short quiz and conducted competitive research to build a foundation for the questions and personas with specific insight into each persona, then further built out brand collateral including animations and a magazine.

I created an Instagram page and planned a content calendar of pre-release carousel graphics to help build hype for the quiz. I also posted content such as designs I made for my magazine or posters for the installation. After the quiz was published, the quiz had gained over 1,000 followers in a week. I focused on creating content that was aesthetically pleasing, relatable, or informational so that users would be more likely to engage or share the posts and convert traction into active users.

After the release of the quiz, it shortly went viral on Twitter, becoming a trend with K-Pop fans to post their Fruitful Persona versus their favorite K-Pop idol! Then it became viral on Instagram through story reshares.

While I was unable to track the activity on the page, I know that around 300,000+ people minimum have participated, combined from the tags, DMs, and views that I have received across platforms, including 500,000+ redirected visits to my portfolio from the quiz. I have received great feedback in terms of the accuracy and design of the project, which helped to prove my research that personality tests are not 100% accurate or backed in science but many people will resonate with the results regardless.

Creative Director & Designer: Nina Campbell @niyuart Studio/Location Photographer: Alanis Roldan @tampico_juice BTS Photographer: Livey Mangiameli @liveyphotos Stylist: Inas Hskan @inas.hskan Models: Savannah Mayer @savmayer, Kathryn Fiala @kat.m.fiala, Nedaa Majo @neda.majo, Cece Nguyen @camcece527 Quiz code adapted from @izonfalzo and modified by @niyuart

I had a strategic approach in mind for the execution and rollout of the quiz and Fruitful Personas brand. I made sure to put the perspective of my target audience first, Millennials and Gen Z, in order to achieve the best results and feedback. It was challenging in the beginning because I knew that I wanted to make a personality quiz, but I had no idea on how I wanted to execute the idea. I explored different topics and subject matter but ultimately settled on fruit due to it's mass appeal and creative flexibility.