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.