Creative Brand Strategy - Project 1A&B
Hong Ze Yee / 0335678
Bachelor of Design in Creative Multimedia
Creative Brand Strategy
Week 1 - Week 2
Project 1A - Case Study
Project 1B - Campaign Proposal
INSTRUCTION
MIB :
Fig 1.1, MIB
PROJECT 1A - CASE STUDY
Week 1 | 24/08/2021 :
This week we had briefing session for the projects and we were required to get prepare for our first project - project 1A. We had ice breaker and we were told to brand our classmates in one word. After that, miss Li Lian briefed us on what to expect for this module and are all listed in MIB.
In Project 1A, we were required to choose one social media campaign that we think it is successful and do an analysis on it. The progression and final work should be all submitted in google drive.
There are three sections in the case study :
- Identifying its brand strategy - Brand story, objective/purpose, brand values, vision & mission, target audience and positioning).
- Understanding its brand experience - features and activities.
- Reviewing its key visuals 7 applications - different platform.
The social media campaign I choose is "The Unicorn Frappuccino" from Starbucks coffee. I did research on Starbucks history background to support the understanding of the campaign and also to build up the brand strategy of chosen campaign.
Submission :
Fig 1.1, case study
Reference list :
Fig 1.2, reference list
PROJECT 1B - CAMPAIGN PROPOSAL
Week 3 | 07/09/2021 :
We are to propose a social media campaign for a brand and below is the proposal outline :
- Brand story
- Brand Values
- Vision and mission
- Target audience
- Organizers
- SWOT analysis (Strength, weakness, opportunities and threats)
- Customer journey map
Before we start, we got to know about our influencers and we have meeting to communicate with each other to know her personality and her preferences. Therefore, we were asked to propose a list of questions for Ms. Dawn regarding to marketing, branding and also designing.
Then, we got the feedback for our project 1B, we were totally off the branding and we've got very limit information that we got from Aimee and there was a lot of missing parts. We need to ask more questions and also be more clearer so that Aimee can understand and further elaborate. After consultation, we got to know how to ask and we came out with a list of questions in Google Doc for Aimee. The document shown below is the list of questions and answers.
Fig 1.1, questions for influencer
Submission :
Fig 1.2, campaign proposal
REFLECTION
Week 1 :
Experience :
This week we had ice breaker session to get to know each other. Our ice breaker is to brand each other in one word. After that, miss Li Lian brief us on MIB and let us know what to expect for this entire semester. Then, we were asked to start to do project 1A.
Observation :
At first I was struggle on how should I do and I have no idea on how to start it. However, I start to research some Starbucks background, brand history and brand value to understand about Starbucks first. Then, only I start to research on their campaign. After that, I consulted miss Li Lian to get her feedback and also, to make sure I am on the right track. After the feedback was given, I can proceed with my work cause it is on the right track but, I have to focus on the social media campaign and not to do too much analysis on the brand itself.
Finding :
I realized that my information organizing skills have to be improved. Sometimes, I've got a lot of ideas and information and it confused me on how should I arrange them in sequence. After project 1, I've found a solution for myself which is to list down every ideas I have and then to categorize it before I place them into the slides.
Week 2 :
Experience :
Today is public holiday but, we will still need to proceed with our work since the due date is still remains the same. Apart from that, we have a class replacement in Friday (03/09/2021) in collaboration with fashion design students. We had a meeting with SLAE team for our projects. In the meeting, we were brief to understand about the brand and also we were required to register and to promote SLAE on social media with our influencer. After meeting, our group start talking with our influencer. We have created a Discord server to have meetings every week.
Observation :
This is the first time that we are working with influencer and people from other schools. I realized that we ask question more restrained and that causes us have not enough information and unable further elaborate the personality and background of our influencer.
Finding :
After the feedback session, we had came out with several questions to ask our influencer to make sure we understands her more and don't miss out anything. After that, everything was good and I am glad that we learn on how to communicate and had a good conversation.
FEEDBACK
Week 2 :
From miss Li Lian (project 1A):
You may want to look at Starbuck's brand story, the brand's objective and purpose as well as brand value to support the build up the brand strategy of chosen campaign (Unicorn Frappuccino). Remember your study is on the Unicorn Frappuccino campaign and not Starbuck, but their main brand can give you information to support the understanding of this campaign's strategy.
Your slide on Brand Strategy is more on the second part which is understanding it's brand experience, where you showcase how the campaign is seen and experienced. The finally ending it with more examples to review its key visual ideas and application across various platforms.
Also look into the overall sequence and choice of visuals. To start the slide, you should introduce the social media campaign (maybe not use normal Frappuccino pictures as it is confusing). Do remember to includes links and credits to all your sources whether research of visuals used.
Week 3 :
Project 1A
1. Can look for the brand story and purpose to enhance the understanding for the campaign.
2. Please focus only on the campaign because there are too many slides talking about other campaign and strategies.
3. Overall is good, just reduce some digression.
Project 1B
1. Our information are too briefly and very limit, we will need to communicate more with our influencer.
2. The brand story has to be the influencer's background.
3. Need to further elaborate and have more details of the hobby and interest, vision and mission, as well as her personality.
4. Make changes on the campaign and the customer journey map.
Wow, amazing work HAHA
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