The outcome of the brief is to create a social media conversation to raise brand awareness, currently the brand is undecided as it need to a brand with a large social media audience as to affective work on this platform. The consumer of the products need to be focused around this media, as this media will so there is consumer to create the content.
who is the major users of social media?
age, gender, disposable income, interests need to all be defined
AGE
Most social sites, Facebook/Instagram/Twitter only let users over 13 use their platforms due to the content.
https://www.statista.com/statistics/274829/age-distribution-of-active-social-media-users-worldwide-by-platform/
16-34 year olds
https://www.ons.gov.uk/peoplepopulationandcommunity/householdcharacteristics/homeinternetandsocialmediausage/bulletins/internetaccesshouseholdsandindividuals/2017
16-34 year olds
http://uk.businessinsider.com/99-of-young-british-people-use-social-media-every-week-2016-83 different site confirm that in the UK the age group that social media the most is 16-24.
'Some of the older participants in the qualitative research are concerned about the impact of sharing content on their reputation among friends and family, and some of the younger people about the impact on future job prospects.'
https://www.ofcom.org.uk/__data/assets/pdf_file/0020/102755/adults-media-use-attitudes-2017.pdf
OLDER POEPLE ARE LESS LIKELY TO SHARE/POST, YOUNGER GENERATION DO AS LONG AS IT'S NOT DAMAGING TO THEIR JOBS (EG NOT ALCOHOL OR ILLEGAL)
TARGET AGE - 16-24 YEAR OLDS
This makes the target audience, GENERATION Z
https://www.careerplanner.com/Career-Articles/Generations.cfm
GENDER
Share of respondents who had set up their own social network profile in the United Kingdom (UK) from 2010 to 2016, by gender
Overall more social media use is mostly female, but as the gap isn't very large this campaign should aim at all genders. The different is not significant enough for it to effect the campaigns market. Also currently gender is a very fluid subject, with companies receiving backlash for targeting methods (as it's describe in the research, campaign have to ethically consider current issues as to avoid controversy/backlash) therefore gender targeting methods will be ignored. A unisex product should be explored, no gendered audience, this also open open the market range as many people of both (any) genders use which social media sites.
WEALTH
This is an age group with covers sixth form/college student, as it in the UK it a legal requirement to be in education till 18. This age group also covers university students. This age group is either just leaving education, still in education (Uni or college), be unemployed or will be on average job therefore have a low disposable income. Half this audience will be living at home, or in their first house.
523,000 young people aged 16-24 were unemployed in August-October 2017
http://researchbriefings.parliament.uk/ResearchBriefing/Summary/SN05871
Record numbers of students accepted to UK universities and colleges this year, UCAS report shows
Large percentage of this age group will be uni students
https://www.ucas.com/corporate/news-and-key-documents/news/record-numbers-students-accepted-uk-universities-and-colleges
https://visual.ons.gov.uk/how-has-the-student-population-changed/
A fifth of 25-to-29 year olds still living with their parents, and half of those aged 20-to-24 and one in 10 aged 30-to-34 are also in the same boat.
http://www.thisismoney.co.uk/money/mortgageshome/article-3458315/Number-young-adults-living-parents-hits-20-year-high-says-ONS.html
Those living in Yorkshire and London move out earliest at 22
https://www.theguardian.com/money/2014/jan/21/record-levels-young-adults-living-home-ons
http://www.pewinternet.org/2016/11/11/social-media-update-2016/
-social media users are more female
-aged 18-24
-have a college education
-earning a lower wage, less disposable income
ISSUE -this is American, targeting a British audience
Overall from this facts it can be derived that the target audience will either be living at home with parents or in their first rented house. They will either be education, unemployed or in a low paying first job therefore causing a low disposable income. This effects the brand choice as it means that it will have to be a low cost brand, that is easily accessable for a wide audience. Non luxury brand.
OVERALL SOCIAL MEDIA USE
http://www.thinkdigitalfirst.com/2016/01/04/the-demographics-of-social-media-users-in-2016/
-male, 18-29 year olds
-female (just, very close) 18-49 years old
Overall agrees with set audience.
SUMMARY
Demographic/Target Audience-
16 - 24 year olds, appeal to a younger market
None Gendered
Low disposable income (should be a cheap)
in the UK (available all over the UK)
Share a coke worked well as it's easily photography able/readily available this should follow this ideas.
Must have a social media presence, therefore will be up to date with pop-culture/social media
Will watch little TV and read little magazines (focus needs to be socially based)
Live at home or in their first house, (therefore nothing home based)
Cannot be alcohol or illegal based, due to care of their social presence
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