For this outcome the aim is to create a prompt, to inspire action from the audience, combined with a campaign that can be applied across media to target the audience. Share a Coke research highlight the need for a framework, this allows the aims to be created as well as goals ect to be set. This brand set a goal, then used framework to design their campaign.
Framework is also mention in the essay, - 'Both campaigns studied earlier reflect this, as they both follow the same basic framework. The advertiser provided a prompt, in the case of Share A Coke it was the personalised bottle, and for My Adidas Neo it was the Video. This was released to the market, combined with a hashtag, then the consumer created the content which drove the advert. The more the consumer shared the advert the more the advert grew. The idea is based on the audience responding, but how do brands create this? Ramona Sukhraj explore this framework, stating ‘the elusive perfect hashtag inspires action and creates a community around the shared experience of the event. A successful social media campaign for a brand does the same.' (Sukhraj, 2017). Both these campaigns inspire the audience to create the content as Sukhraj suggest, in a the consumer driven environment discussed this allows brands to start the conversation without a commercial agenda. To advertise on social media brand have to devise a way to encourage the consumer to create the content.'
Before creating this outcome the framework need to be created, as this will form the basis of how the advert works. The framework will give a goal, and step the advert needs to follow. This will be created from research conducted into past campaigns, their success and failure as well as following the concluded aims of the essay.
WHAT IS THE AIM?
WHO IS THE TARGET AUDIENCE?
HOW DO YOU MEET THEM?
WHATS THE ACTION IT INSPIRES?
CREATE THE CONCEPT
UNDERSTAND THE PLATFORMS, DOWNFALL AND BENEFITS -
PLATFORM CONSIDERATIONS
DESIGN THE CAMPAIGN
BUILD IT AROUND THE MEDIA
INSPIRED ACTION FROM THE CONSUMER, IT GIVES THEM A REASON TO POST/LIKE/ENTER
THEN COLLECTS THIS AROUND THE HASTAG
LINKS TO PEOPLE INTEREST, GIVES PEOPLE A WAY TO EXPRESS THEIR VIEW
A PROMPT/REASON IS GIVEN DESIGNED BY THE BRAND, IN THE FORM OF A POST OR IMAGERY
THE CONTENT IS POST BY THE CONSUMER
THE BRAND DOESN'T DRIVE THE POSTS, THIS COMES FORM THE CONSUMER -CREATES A TREND, OR A THEME USERS WANT TO JOIN
GIVES A MOTIVE TO POST EG BE IN THE ADVERT/WIN SOMETHING
UNITES PEOPLE, VIA THE INTEREST IN THE BRAND
IS ABOUT BUILD BRAND AWARENESS RATHER THAN SALES, GETTING THE BRANDING ECT OUT THERE INSTEAD OF THE PRODUCT
LESS COMMERICAL THAN TRADTIONAL ADVERTISING
WORKS ON THE MEDIAS, USES THE BENEFITS EG THE ABILTY TO SHARE VIDEOS
CROSSES MEDIA PLATFORM
FRAME WORK TO FOLLOW
find a brand
create an idea
identify the audience
create way to start the conversation
design adverts/prompt
inspire action
audience create the content
use the content to develop idea
Platform Consideration are vital (taken from failed campaigns, susanalbumparty and nameahorserace failed due to lack of audience and platform considerations)
frame work for BRIEF-
GENERAL FRAME WORK
-MISSED AIM SET/GOAL SET
-MISSED CONCEPT CREATED
FULL FRAMEWORK
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