Main Brand Aspects
-Proper Brew
-Yorkshire and Proud
-Fresh
-Quirky
-Yorkshire Culture
From research into the brand, the main point and tone the brand need to express have been identified.
Essay quote relating to this part of the campaign -
'To ensure the campaign follows the intended tone of voice, Gary Vaynerchuk suggests, brands need consider it’s every post as a representation of the brand. (Vaynerchuck, 2013) Analyse all the content of tweets, like, share ect as they would traditional advertising content, making sure it’s a following the brand's ideology'
The campaign needs to reflect the brand ideas over social sites and represent the brand therefore even though it has to create conversation, this then needs to fit with the brand and how they aim to present. Due to this, the concept around this brief need to be built around the topics highlighted.
The whole campaign needs to be built around the consumer talking about the brand, and sharing content related to the band but with the intented tone. But what does the plan what to the consumer to share?
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