[P2] Create a Plan for a Cross-Media Advertising Campaign in response to a Client Brief

LO2 - Be able to plan a cross media advertising campaign to a client brief.

Understanding the Brief

• target audience - no gender or ethnicity specific, ages 15-25
• length of advertising and scheduling
• method of advertising - youtube advert, billboards/bus, online skyscraper, social media
• use of social media - hashtags, create a social media buzz
• USP - sustainable, good for the planet, zero waste
• logo
• colour scheme - green, orange white
• key message
• purpose - launch new product, increase sales, awareness
• image of the brand - give evidence of helping the planet, cartoon with real life videos from secondary sources
• concerns - price, deception, copyright, representation
• previous campaigns

Examples of a Previous Campaign - Original Source #PackMoreIn

• AIM - encourage people to buy original source, enter the competition and buy original source
• MEDIUMS - youtube advert, social media, online banners
• USP - being full of natural fruits, 100% natural and vegan
• SCHEDULE - October 2016-2018 

Generation of Ideas

SWOT Analysis

Blue-Sky Thinking

Mind Map

Moodboard

Summary of Ideas

Research into other campaigns

Carbon Theory Soap - Launch Campaign

Target Audience - targeted towards helping people with acne so teenagers and people in their 20s, no specific gender or ethnicity and a wide representation in the adverts with both a blue and pink colour scheme. 

Mediums - This campaign used posters mainly on social media and other websites with a heavy use of social media.

Images - This campaign used a small amount of text to keep it simple and natural. Basic primary colours to contrast with the black, minimalistic

Ideas Generation
Name Idea - kind soap
USP - kind to the environment as there is no palm oil within it
Key Message - be sustainable to the planet, protect the rainforests, reduce use of plastic and palm oil, kind to planet and therefore kind to skin
Target Audience - young and old, (12-30) target young with mascot and old with sensitive skin claim, ABC1, inexpensive soap but not budget, all genders and ethnicities
Mediums - youtube advert with alternating clips of deforestation with impacts of palm oil and someone washing their hands with the soap followed by an end screen of the main mascot (orangutan) saying the slogan, billboards with the various different animals (fish, parrot, tiger) all with a cartoon jungle theme, bus adverts, social media profile speaking from the personality of the orangutan mascot.
Call to action - use a hashtag, encourage people to tweet about it and share how they've switched the soap, improvements its made
Key milestones - youtube advert first with social media adverts and social media profile, billboards and online ads running after
Research - questionnaires on prototypes to the target audience

Research Questions

• how environmentally conscious someone is
• associations with eco friendly i.e. colour, animals, texture, smells
• likeliness to buy soap over shower gel or hand wash
• most important consideration when buying soap and why (smell, brand, vegan)
• platforms of advertising
• where you see the most adverts
• where you see the most and act on them
• worry on environmental issues
• feedback on the theme and medium chosen see how effective
• if it targeted the correct age range or not
• use of social media to talk about a product they enjoy
• age and gender
• typical budget for soap

Research into Target Audience

online survey

Google Forms Survey

These are the most significant results from my online survey which shows that the target audience are mostly concerned about their impact on the environment as well as being very aware of them making them much more likely to purchase an organic soap. Many said they try to use less plastic or use cruelty free cosmetics meaning the cruelty free soap with a wooden box would be very successful as it meets the interests of the audience. Out of all the properties of the soap, only 13.6% of the target audience said that smell was the most important property (as the organic soap does not have this) but the remaining percentage all said properties the soap holds meaning it is likely to be successful to the target audience. The four most popular animals associated with being eco-friendly were orangutan, fish, elephant and panda meaning we will use these 4 as mascots rather than an orangutan, fish, parrot and tiger in order to make a stronger association to being eco-friendly and palm-oil free. The colours associated with being eco-friendly matched our original ideas of green however white was a more popular hit than orange meaning more white and blue will be incorporated than orange. Our target audience said that the most common place they see adverts are social media and youtube/tv, going along with our idea to create social media accounts and youtube adverts.

interview

Questions

1. If a product came in recyclable/reusable packaging would you be more likely to purchase it over a similar product in single-use plastic?
2. Why do you think orangutan's are associated with being eco-friendly?
3. Do you think your generation is more eco-friendly and environmentally conscious?
4. Where do you see adverts and act on them most frequently?
5. What are successful ways adverts have made you purchase a product?

Answers:

Person 1:

1. If they were exactly the same product I would definitely buy the one in recyclable packaging because it means it isn't harming any wildlife and I would feel better about buying it and knowing I am doing my bit.
2. Adverts and documentaries which are friendly or about things like climate change always show the Amazon rainforest with monkeys and orangutan's homes being destroyed. I think it's also because they're cute but also similar to us.
3. I think we are much more environmentally conscious because we've all been taught about climate change in schools and the effect of it is much clearer now than when our parents were kids.
4. Any on social media like snapchat or instagram stories tends to be ones i will be more likely to buy. Especially if they are shown to me several times to the point i start remembering the colours.
5. Repeating advertising, using clear colour schemes

Person 2:

1. Yes because i care about the environment and would prefer buying something that is more sustainable.
2. They live in the rainforest and that is most mentioned within the news making people want to protect them.
3. Some of us are a lot more but some care even less.
4. Social media - instagram
5. Showing real people reviewing their experience.

Person 3:

1. It depends which one is cheaper. If they were identical products then I'd probably get the one that was in recyclable packaging.
2. They are shown a lot to be suffering and dying over other animals like cows.
3. Yes because more people talk about it now.
4. Social media and ones down the side of websites.
5. Cute mascots or shock advertising.

Overall from these interviews, organutan's are a strong eco-friendly mascot to be used as the main face for the organic soap and the target audience is very likely to purchase an eco-friendly soap when shown on social media.

Storyboards + Other Plans