Creative Brand Strategy - Project 3

 

Hong Ze Yee / 0335678

Bachelor of Design in Creative Multimedia

Creative Brand Strategy

Week 5 - Week 14

Project 3 - Campaign Branding

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INSTRUCTION

MIB : 

Fig 1.1, MIB

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PROJECT 3 - CAMPAIGN BRANDING

Week 5 | 28/09/2021 :

After the planning of the social media content, we had a discussion with our influencer (Aimee) to inform her on what we are going to do weekly and what are the first week of the content post. Therefore, we allocate task and role for each of us, Tresha will be editing the video, Chia min will help to edit the pictures and I will be adding the graphic elements for each of the social media post.

Campaign name : Aim me to be a new you

The campaign name comes from the meaning of Aimee's name, which means to be loved.

Therefore, we went through some trials of the positioning of the graphic elements and fonts, in order to make sure it looks nice together and readable. We choose Botanica is because it has a neat and elegant feel. Since we will have hand draw line art included in the design direction. Balista is also a good choice as it is hand written style, which can match with some of our graphic elements.

Font type :

1. Primary font - Botanica

2. Secondary font - Balista

Fig 1.1, trial of graphic elements and fonts

In the first week of the competition, we start with an introduction post of our influencer. We came out with three different style of post and let Aimee to choose which one she prefer the most.

Fig 1.2, introduction post trial

After the discussion, this is our first introduction post for competition :

Fig 1.3, introduction post

For the second post will be a video on unboxing of the products to introduce and promote the product with the promocode. 

Fig 1.4, unboxing video

Thirdly, we post a nature peachy make up look picture as a disclose on what we going to post on next week.

Fig 1.5, peachy makeup look

Week 6 | 04/10/2021 :

In the second week, we planned to went live to boost the followers of our page. Our influencer did the peachy make up look (posted by last week) during the live. She also have some conversation with the candidates when doing her make up. She did a very great job as we gain more followers and view for our content post.

Followed by the next post will be a shot video which is a swatching of the products

1. Wild & Wonder eyeshadown palatte

2. PhenoMATTEna lip crayons.

Fig 1.1, swatches of the products

This is a post of our campaign name.

Fig 1.2, campaign name

Lastly, we will have OOTD + makeup post.

Fig 1.3, makeup + OOTD

Fig 1.4, makeup + OOTD

Week 7 | 11/10/2021 :

In third week, we planned to post a dancing video as dancing is one of her hobby. 

Fig 1.1, dancing video

Followed by a dance outfit with the makeup post.

Fig 1.2, Dance outfit

Then, a video for daily makeup look, we called in start your day with SLAE.

Fig 1.3, daily makeup look

Week 8 | 18/10/2021 :

We are almost come to an end. The last three post for this final week will be a wrap up for this campaign. We will be posting the key message of the campaign.

Fig 1.1, key message of the campaign

After that, we post a swatching of all products in pictures.

Fig 1.2, lip crayons

Fig 1.3, contour, highlight and blush

Fig 1.4, eye shadow

Finally, we planned to post a picture of our influencer with the full set of the cosmetics as a wrap up. At the same time, it also reminds people to not forget to use the promote code to purchase the products.

Fig 1.5, full set of the product

Week 9 | 25/10//2021 :

However, the competition have extended and we continued to post some content. We planned to a post a record or Aimee's makeup journey.

Fig 1.1, Aimee's story

Week 11  | 02/11/2021 : 

Lastly, we will have a group picture of everyone together with the branding team.

Fig 1.2, final group picture

Week 12 | 09/11/2021 :

Until the end of the competition, we started to analyze everything, to check which post has the most views and likes and also how many followers that our influencer has gained. 

Fig 1.1, progression

Week 13 | 16/11/2021 :

This is the final week that we will be having final presentation for the campaign as well as to submit the final version of the project.

Fig 1.1 final submission

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REFLECTION

Experience : At the beginning of the campaign, we were a bit confused and unsure on how to brand a person because this is our first try. We had a lot of discussion with our influencer and we finally come out with a an idea and style. During the progress, we have make some urgent changes as sometimes things do not go what we planned. We came out with backup content plan to make sure we have enough content post every week. We assign task to each of the group member, Tresha will be editing videos, Chia Min will be editing pictures and I will be drawing the graphic elements. Until the competition has come to an end, we get prepared to our group final presentation. My group was nervous because we are going to present in front of our clients instead of just presenting it in our usual class. Moreover, we did double and triple check because we are still worry about if we are missing some information in our slides. However, things went smoothly and better than what we expected.

Observation :  I found out that during and after the competition is much more easier than planning it because we have already executed and we just need to analyze and list down our branding strategy and what we have posted on the social media to promote the products. We have a few discussion and everything went smooth than what I expected. At the last post, I feel like is quite nice to have everyone as a team for the final post as a wrap up for the competition. It feels warm as we work hard together to achieve what we have planned to do. 

Finding : Branding a person and prepare for a social media campaign are not an easy job. We had gone through a lot of frustrating moment such as we running out of content, trying our best to make more views and likes for the social media post, created a nice layout and graphic elements that match with the pictures and so on. Sometimes, things will not went well as what we have planned but, we will have to deal with it immediately which is very good to train our interpersonal skills like conflict resolution and tolerance. Working as a team can be very complicated sometimes it will also be very great when we achieve the goals together. I am glad that I am in this team and we all are working fine. Besides the soft skills, we also learned on how to brand a person and gain a lot of knowledge of brand strategy.

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FEEDBACK

Week 5 :

1. About who is she where she from.

2. Figure out why she wants to be an influencer for a makeup brand. 

3. Figure out what value she brings.

4. How target audience will interact with Aimee

Week 6 :

1.come out with objective or purpose - why join this campaign / why be an influencer

2. Brand values - what does she stands for /  what does she embody

3. Vision - what she hope to achieve?

4. Target audience can refer to SLAE /  think of who Aimee wants to speak for.

5. The customer journey map should be created based on Aimee.

Week 7 :

1. Explain why "aim to be loved".

2. Give a strong key message and big idea for usp - what's about Aimee.

3. Slide needs to be summarize.

4, colour palette - make sure it has a dark tone, mid tone and highlight because now it looks neutral.

4. Need to balance between design and clients. The most important is to able to communicate with others.

5. Must show her personality (visual style).

Week 8 :

1. The graphics are abit more.

2. Try to use some words in the picture instead of just putting graphic elements.

3. You can design the quote as well.

Week 9 :

1. Nice dancing video that hit a number of views and likes.

2. Try to reduce the graphic elements, it looks too much.

Week 10 :

1. its very nice that we all meet in campus.

Week 11  

1. Bring out the brand strategy.

2. Include the design direction and social media post as well.

Week 12 

1. Need to bring out the highlight of the campaign. Keywords etc.

2. Separate the social media posts instead of putting them all in one slides. There will be too much information. Same goes to the Instagram reels and, make sure the reels are playable in the slides.

3. Brand purpose can be vision and mission.

4. The pre-comp can make it as campaign strategy.

5. Give more space for visual content.

Week 13 :

Final Presentation

1. We did a great job on hitting a high amount of views and likes.

2. The Start your day with SLAE and the Aimee's journey is excellent because Aimee bring out the meaning of "be the force".