Monday, 22 January 2018

COP3 - TV Advert- Synergy Text

In the case studies explored in the essay, it was noted that the social media adverts followed a similar style of the framework. It appeared as they all had the same aims and goals, yet somewhere successful and other not. This practical campaign aims to create a successful campaign, by following the deduced framework whilst learning from the mistakes of the failed campaigns.The framework was created from both the essay research, theoretical ideas studied and social media examples.The framework has been constructed to highlight the difference in social media advertising and traditional advertising and to make the advertiser aware of these. The main change is how the consumer now has a voice, but also how this can either kill or drive a campaign. The practical then followed this framework, as to apply to the platform.

The essay conclusion and points have be evaluated to assess how to effectively advertise over social media, then this has been input into the practical campaign allowing it to succeed over the media. The essay concludes that advertisers need to be aware that social media revolution is present, becoming a tool they can wheel to their advantage. The practical project has then been designed as to wield this. The projects consider the change in engagement with the platform and how it’s now the most suitable channels to reach larger audiences but also crosses over a range of different media to seek their advantages. The target consumer engagement over the sites was studied, it was consider how the consumer cares about the connotation of their posts and how the brand need to not force the engagement by encourage this. The project proves how social media should not be seen as competitor of traditional advertising, instead should enhance each other. The print/tv/packaging campaigns all advertise the social media campaign. As the essay discussed the campaigns concept has been applied cover all channels. Even with the concept is kept the same, ‘Encourage the consumer to use the tea chart then share it over social media’, however is integrated into its environment, taking advantages of social media stickers and social media influencer sharing by also the physical nature of package and magazine campaigns calling the prompt to be supplied. Social media supplies the consumer with a voice to respond, share and drive campaigns, then the campaign aims to control as it’s negative responses have been consider, the idea where reduced to apply the least twistable concept to be the final idea. The campaigns inspires the consumer to create their own content related to how they like their tea, or judges others tea. 

Traditional one-way communication advertising theory cannot work on this platform; therefore it is ignored and every social aspect of the campaign is build around consumer interaction. But, the print campaign and TV campaign aspect follow this traditional style communication how to access and join the campaign. Overall the essay created the framework and goals for the campaign, defining it’s cross-platform and integrate nature. The campaign then apply this frame to a live brief for a client, testing to see if it can be applied to a real-life brand rather than just theoretical.

Saturday, 20 January 2018

COP3 - Practical - TV Advert

TV Advert

As cover traditional advertising medium to create a full cross-platform campaign for this outcome a TV advert needs to be created. In the essay the importance of TV ads are discussed, this is mentioned as a vital part of any successful advertising campaign by Jennifer Flood, therefore, this campaign needs to cover this channel too.

The message that needs to be put across via all the media for this campaign is to encourage the consumer to use the tea chart then share it over social media.  This needs to be kept the same over this channel, this is to stick to research which showed one message but channel integration defines the success.

As the essay discussed, traditional theory advertising which needs to be applied to this channel is passive one way messaging. Therefore this needs to inform about the action, but not give the audience a way to respond or share, that is social media element.


IDEAS -


As the essay studies using celebrity or powerful other enhances the importance the viewer puts on the advert, this is also done currently by the brand in their advertising so fits with their ideas, therefore, is an idea for this brief.

The advert needs to show the consumer how to post and use the tea chart, to encourage social engagement but whilst reflecting the brand tone/logo/themes.

HOW DO I SHOW THE ADVERT??

As I'm the graphic design/advertiser, I would not create the advert myself as this would be done by a professional animator or a videographer to stick with the brand professional nature. The concept for the advert should be designed, this is to will show what the advert is, explain how it would be shot and the content needed to be included. For this outcome this will take the form of a storyboard, this would then be given to the animator or a videographer so they can create the advert as intended.

BRIEF SUMMARY OF THE ADVERT STORYLINE

STORYBOARD EXAMPLES -
What is a storyboard?What do they look like 







-simple
-shows what the advert would be 
-doesn't include moving images
-flat design
-drawn
-text added
-description added at the bottom/explanation
-the very basic idea of what the advert would be
-mostly six images 

MAKE THE QUEEN A BREW IDEA

As the campaign is based on the Queen's tea chart, this advert would
-show a person making tea
-show a person measuring a cup of tea with the chart
-making it too pale
-binning it
-making a new one
-testing it again
-making it perfect
-giving it to the queen
-the queens like it
-then the campaign explained


RELATIONSHIP BREAK UP IDEA

This advert would relate to the importance people place on someone else making their tea, and the judging of the tea someone makes you.
-would show a girl waiting for tea
-boyfriend make her tea
-girl the measure it with chart
-isn't happy
-breaks up with boyfriend
-leaves
-'color of your brew important? use the queen's test to judge it's quality'
-show chart, hashtag, campaign and handle





CELEBS SHARE THEIR SHADES IDEA

-use celebs that are from Yorkshire
research -
NEED TO BE VERY FAMOUS
NEED TO BE RECOGNIZABLE
NEED TO BE KNOWN BY AUDIENCE
NEED TO BE FROM YORKSHIRE, BUT NOT RESTRICTING

'Ed Sheeran, Dame Judi Dench and Jodie Whittaker, recently cast as the first ever female Doctor in Doctor Who, take a look at our gallery below, there's definitely a few faces that will surprise you'





-each celebrity says their shade
-no explanation to what the shade means
-tea is shown with them
-set in a country/kitchen background
-the text 'Is your brew properly approved?' /campaign slogan
-'how would the queen rate your brew' campaign link and show test/branding
-'tell us at'  handle and hashtag



feedback -
'first idea and last link to the campaign best, as they have the queen'
'if the current adverts use celebrities, idea 3 fits that'
'make sure the campaign slogan is shown, along with the product/use. the last one doesn't show how to use it '
'i like the last one best'
'the second one could be seen as homophobic, only showing a heterosexual couple'
'it would be hard to get the queen in an advert, like not possible'
'breaking up with someone over tea is silly, too silly for an advert'

Overall feedback concludes that idea 1 or 3 was the best, as it had to most obvious link to the campaign and didn't change the message. The first idea related the most to the campaign message, but this idea is not very feasible by the brand. A fake queen could be used but could imply back to reflect on the test, removing one of the vital aspects of the campaign. The use of celebrities in idea 3 related more to the current brand campaigns, as well as the theory of influencers discussed in the essay. The essay discussed the consumer will pay more attention to the advert is supported by a 'powerful other', as this advert uses 6 it will apply this theory. 

The aim of the campaign is to get the consumer to use the product then share how they like their tea on social media, this advert shows famous people sharing how they like their tea therefore directly tells the audience what they need to do. It should a range of famous people completing the test, then share their shade, this will inspire engagement and the consumer to do the same over social.Also, give the consumer a larger talking point as they can discuss how they like there in comparison to the celebrities. 

FINAL IDEA 3




Research showed the needs of the campaign to cover traditional advertising medium to create a full cross-platform campaign, for this outcome a TV advert needs to be created. In the essay the importance of TV ads are discussed, this is mentioned as a vital part of any successful advertising campaign. The message that needs to be put across via all the media for this campaign is to encourage the consumer to use the tea chart then share it over social media. This needs to be kept the same over this channel to display one clear message over all the platforms. 

-The advert consists of Yorkshire born celebrities, in increasing order of more noticeably Yorkshire, saying their shade. 
-This is followed by the campaign slogan, to express one clear message across the channels. 
-Then an explanation of the advert concept encouraging the user to use the chart to find their shade, linking to the idea of the consumer being inference more by ‘power others’. 
-The campaign branding is then shown, as to link the campaign visually together with other the media.
-Followed by the social media handles and hashtag, exhaling where to post their content/linking to the social campaign.  

The aim of the campaign is to get the consumer to use the product then share how they like their tea on social media, this advert shows famous people sharing how they like their tea therefore directly tells the audience what they need to do. It shows a range of famous people completing the test, then share their shade, this will inspire engagement and the consumer to do the same over social. As the essay studies using celebrity or powerful other enhances the importance the viewer places in the advert, making it stand out. This theory is also done currently by the brand in their advertising so fits with their current ideas. Also, give the consumer a larger talking point as they can discuss how they like there in comparison to the celebrities linking to the idea of creating a community around tea, and how drinker like their tea.

The next advert would consist either of consumers who post about the brand or a range of new celebrities voted for by the social media audience. These ideas for the preceding advert, both promote the consumer to engage as they give the user a motive to post, as seen in research. This would carry on the social conversation between client and consumer.



COP3 - Practical - Influencer Posts


Influencer Posts

FEEDBACK -
Kim Kardashian would not share Yorkshire tea, 

This is as it doesn't fit her audience type, her audience will be more interested in her and her brand/make up than tea. Also the brand wouldn't be able to afford her fees, it's £50000 per post. Due to this, other influencer need to be focus on, and these would be selected instead. 

YORKSHIRE INFLUENCERS GUIDELINES
-smaller fees
-to be for England/uk, focus mostly around the north
-to take photos of tea/cafes as to fit in with their feeds to appear more nature and to fit the intended audience 
-to have a larger following, but not in the millons
-to be famous Yorkshire celebrities is possible.

MOCKS UP/ EXAMPLES 

@korriekorrie






Often post about tea, therefor her follower will have an interest in this market, this allow the campaign to take advantage of  social media audience targeting methods.

MOCK UP

mock up of post
@Rags_Renewal







Northern blogger with high social media following, post mostly about fashion and events in Manchester but has a very bright profile o the tea test style would fit with her aesthetic. Also post about tea, food and drink imagery in the same style of imagery this brand wants the influencer to post so the content would fit within her feed naturally.  Her interest in tea/food/drink blogging means that her followers will be interested in this area, therefor meet the target audience whilst also her heavy use of hashtags allows the brand to be seen by a wide audience.

MOCK UP
@alicecatherine 





Again Alice post heavy about tea, therefor this means the intended market as those with an interest in tea. Whilst also being a norther blogger meaning it targets the location intended for this brands demographic, again taking advantage of social media targeting methods. As Alice post heavily about tea the ad would fit in to her feed naturally. 


Alice is also a influencers than does sponsored posts very often to her wide following, therefor it would be very easy for the brand work with her.

MOCK UP
@kllsym




Again, this account share imagery related to tea/food heavily therefor allowing the brand content to integrate easily. The influencer also post imagers in the same style the images aim for by this outcome so the product could easily fit with her images/style. Also, this account is again northern but covers Glasgow to give the brand a wider range to target, allow the brand to be shared over wider audience range.



Thursday, 18 January 2018

COP3 - Practical - Pictures

Pictures

After attempting to take product imagery in low lighting setting it was made clear this didn't represent the campaign, not as a whole cross media campaign or view the design in the best light. Due to this a professional photographer has been asked to help take the intended images, this with the aim of capturing the outcome as a full campaign whilst also appearing more professional. This is content the brand will share socially to it's users therefore needs to apply a professional image.

As Gary Vaynerchuk covers in the essay the content shared has to reflect the brands aim, style and tone, therefor the imagery needs to be of a high standard to set the tone for the project.

PROFESSIONAL IMAGES
















full campaign 






APPLIED TO CONTENT -

consumer content examples -



 BRAND EXAMPLES -

 The content the brand would post










HASHTAG