In the seminar session with the guest lecturer, we we asked to define our objectives for our brand campaign idea, as well as defining the intended audience for it also...
- Set your objectives, goals and targets - What is the purpose of your campaign?
- Define your audience - outline profile of customers
- Determine which online channels you will use - consider how the need to align with other media: eg stores, press etc
- Consider the content you need:
- Asset requirements: Videos, Images, headlines and copy etc
- Style and tone you want to use for audience
- Ensure content is useful, relevant and engaging
- How will your content be executed across multiple channels
- Measures, metrics and KPI'S:
- Ensure you know the measures of success
Here are our intended goals and audience..
Objectives, goals and targets:
- Sell 1 scent - Why is it so good?
- To introduce a new fragrance collection that is cohesive within your lifestyle routine within one continuous scent.
- To successfully convert our target consumer to buy into our brand
- To sustain the consumers trust and value for our brand
Define your audience:
- A niche female clientele who appreciates attention to detail within their daily routine. (25+)
- Business woman who wears designer labels
- Does weekly food shop in Waitrose, Ocado
- Social media user regularly
Overall, I found the seminar session really helpful, as it helped us to dig deeper into what we feel is the driving force behind our brand, as well as helping us to better understand the lifestyle of the intended consumer who will be buying into our product and brand.
Friday, 17 April 2015
Building a brand: Online marketing execution - Guest Lecturer
Today we had a lecture and seminar presented to us by an online marketing expert who has worked for brands such as PoundLand, creating their collaborated Gilette campaign with Lionel Messi. He introduced us into the attributes that we would need, in order to create a successful brand and campaign. Here are the significant areas that we found out about...
The Primary online channels:
- Web
- Email
- Social Media
- Mobile
The Primary types of online media:
- Owned: The website, email programme, Social media page
- Earned: SEO, Social media sharing, ratings & reviews
Bought Media:
- Paid advertising is prominent on most online channels
- Requires budget for production and media
- The saying that "Social media is free" is a myth
Most common bought media ads:
- Google PPC (Pay Per Click)
- Web display ads (including behavioral retargeting)
- Facebook and Twitter
Idea behind Cookies:
- Cookies allow people to find out your likes and interests online, in order for them to then be able to advertise through pop ups when you are using your PC on things that have been viewed in your previous online history.
Online marketing "cycle":
- Aquire > Content > Retain > Grow
- Reach > Relationships > Retention > Revenue
Online marketing "funnel":
- Problems may be that there will be dropouts along the way
- Packaging is used to get you talking and to attract you in order to keep you coming back and buying products from the brand
Engagement Pyramid:
Overview of online channels: Websites
- Most prominent online property for a brand
Important considerations for websites:
- Domain names (& Social media consistency)
- Software, platforms, hosting and support
- Desktop, mobile and tablet - & browser compatibility
- Design: responsive vs. templates
- Layout & usability
- SEO: Google is critical
- Internationalization
- Mobile: Web vs. apps
Email:
- Retention: reminding an earned audience
- Acquisition: bought email databases and prospects
Email example: Broadcast: eg. Net-A-Porter & American Apparel
- The "Welcome" email - generic broadcast
- Include early incentives to capture preferences and behavior of consumer
- Emails are tagged with analytics to measure clicks
Segmentation:
- Same email with different creative, based on gender
- Age, Location, Interests from your sign up, account preferences
- Behavioral targeting
Personalised:
- Sent directly and specifically to individuals
- Happy Birthday, basket abandonment, addressing consumer by name
Email Measures:
- Most email marketing tools include analytics and reports
- Dispatches, delivery success or failure, unsubscribes
- Total opens, open rate, total clicks, click by individual content
Social Media and Mobile:
- Facebook
- Twitter
Video: Youtube, Vine, Facebook
Images: Instagram, Pinterest
Messaging: SMS, IM, Snapchat, Whatsapp
Facebook is the worlds largest social media platform.
- It is owned media
- No social media is free! Especially not Facebook!
Overall, I found the lecture to be extremely interesting as it helped me to better grasp the concept of what goes on behind the scenes of creating a brand, as well as learning about all of the different key elements to which need to be considered when deciding how to promote your brand to ensure that it is within the write context of the background and concept of the brand.
The Primary online channels:
- Web
- Social Media
- Mobile
The Primary types of online media:
- Owned: The website, email programme, Social media page
- Earned: SEO, Social media sharing, ratings & reviews
Bought Media:
- Paid advertising is prominent on most online channels
- Requires budget for production and media
- The saying that "Social media is free" is a myth
Most common bought media ads:
- Google PPC (Pay Per Click)
- Web display ads (including behavioral retargeting)
- Facebook and Twitter
Idea behind Cookies:
- Cookies allow people to find out your likes and interests online, in order for them to then be able to advertise through pop ups when you are using your PC on things that have been viewed in your previous online history.
Online marketing "cycle":
- Aquire > Content > Retain > Grow
- Reach > Relationships > Retention > Revenue
Online marketing "funnel":
- Problems may be that there will be dropouts along the way
- Packaging is used to get you talking and to attract you in order to keep you coming back and buying products from the brand
Engagement Pyramid:
Overview of online channels: Websites
- Most prominent online property for a brand
Important considerations for websites:
- Domain names (& Social media consistency)
- Software, platforms, hosting and support
- Desktop, mobile and tablet - & browser compatibility
- Design: responsive vs. templates
- Layout & usability
- SEO: Google is critical
- Internationalization
- Mobile: Web vs. apps
Email:
- Retention: reminding an earned audience
- Acquisition: bought email databases and prospects
Email example: Broadcast: eg. Net-A-Porter & American Apparel
- The "Welcome" email - generic broadcast
- Include early incentives to capture preferences and behavior of consumer
- Emails are tagged with analytics to measure clicks
Segmentation:
- Same email with different creative, based on gender
- Age, Location, Interests from your sign up, account preferences
- Behavioral targeting
Personalised:
- Sent directly and specifically to individuals
- Happy Birthday, basket abandonment, addressing consumer by name
Email Measures:
- Most email marketing tools include analytics and reports
- Dispatches, delivery success or failure, unsubscribes
- Total opens, open rate, total clicks, click by individual content
Social Media and Mobile:
Video: Youtube, Vine, Facebook
Images: Instagram, Pinterest
Messaging: SMS, IM, Snapchat, Whatsapp
Facebook is the worlds largest social media platform.
- It is owned media
- No social media is free! Especially not Facebook!
Overall, I found the lecture to be extremely interesting as it helped me to better grasp the concept of what goes on behind the scenes of creating a brand, as well as learning about all of the different key elements to which need to be considered when deciding how to promote your brand to ensure that it is within the write context of the background and concept of the brand.
Updated logo- Lavabo
After looking back at the Graphic students designs for our product logo, we came to the realization that it did not present our brand concept in a way that we felt truely showed off what our product was all about. Therefore we decided to test out different possible labels that could be used instead.
From the graphic students work, we knew that we wanted to use a dustier shade of pink so that it fitted in with out nude and neutral colour palette, as well as using a more flowing font instead of the harsh block capital letters.
Therefore I began looking into different design ideas and initially finalised it to a label design and font before deciding on a colour.
I used a pipette tool to ensure that I matched the colour palette that we had decided upon for our brand. After testing out the different colours, we decided that we definitely wanted to follow the dusky pink route for the main label colour, so as you can see above, I tried out 3 different pinks in slightly altered shades. We came to the conclusion that the label seen below was the obvious choice for our final label design as we felt that it captured the relaxed, luxury and high end persona that our product and brand is all about. The shade of pink that we have chosen is powdery and dusky yet without being too girly and sickly sweet pink. The flow of the writing is easy to read yet also having a desirable and feminine edge to it.
We are very pleased with our updated logo and feel much happier that it will help others to better understand our concept.
From the graphic students work, we knew that we wanted to use a dustier shade of pink so that it fitted in with out nude and neutral colour palette, as well as using a more flowing font instead of the harsh block capital letters.
Therefore I began looking into different design ideas and initially finalised it to a label design and font before deciding on a colour.
I used a pipette tool to ensure that I matched the colour palette that we had decided upon for our brand. After testing out the different colours, we decided that we definitely wanted to follow the dusky pink route for the main label colour, so as you can see above, I tried out 3 different pinks in slightly altered shades. We came to the conclusion that the label seen below was the obvious choice for our final label design as we felt that it captured the relaxed, luxury and high end persona that our product and brand is all about. The shade of pink that we have chosen is powdery and dusky yet without being too girly and sickly sweet pink. The flow of the writing is easy to read yet also having a desirable and feminine edge to it.
We are very pleased with our updated logo and feel much happier that it will help others to better understand our concept.
Thursday, 16 April 2015
Fragrance Photoshoot Inspiration
For our Lavabo fragrance photoshoot, we have decided to focus on appealing to the different senses and nature within our shots. We have decided upon this idea as we felt we wanted to best portray our product in a way that best presents it. Lavabo is a luxury, high end fragrance product which is a scent that is carried through all areas of dressing yourself within you daily routine, from washing detergents, body mists and wardrobe hangings which help to give you 1 desired scent all over rather than a combination of different smells that are involved in a standard daily routine. Therefore our product connects with senses as overall, it is a more defined and overpowering smell, as well as giving the consumer a high end finish with its luxurious and soft edge to delicate garments, as well as the way in which the body mist sits on your skin.
Therefore, our ideas for our photoshoot have been surrounding nature and all things or natural beauty. We have taken inspiration from The White Company and their campaigns to which offer a similar look and feel that we are aiming to achieve within our campaign.
This shoot inspired as as we want to present a similar idea yet in our own way, we have decided to use a tree as our focal point of the campaign and hang different fabrics, jumpers and other garments from the tree using wooden hangers. There will also be a rustic ladder and chair below surrounding by tea lights in order to add the effect of home comforts and rustic elements yet in a modernised form. The shoot will be shot in day time using only natural light from the sun. We have decided to use a soft focus approach when it comes to the post production of our image, as we feel that this will fit best with our natural and relaxed aura for the shoot, as well as fitting in with our neutral colour palette.
This shoot inspired as as we want to present a similar idea yet in our own way, we have decided to use a tree as our focal point of the campaign and hang different fabrics, jumpers and other garments from the tree using wooden hangers. There will also be a rustic ladder and chair below surrounding by tea lights in order to add the effect of home comforts and rustic elements yet in a modernised form. The shoot will be shot in day time using only natural light from the sun. We have decided to use a soft focus approach when it comes to the post production of our image, as we feel that this will fit best with our natural and relaxed aura for the shoot, as well as fitting in with our neutral colour palette.
Gisele Bundchen calls it a day!
World class supermodel Gisele Bundchen who has modeled for top brands and designers such as Victorias Secret, Chanel and D&G, as well as being the cover star for various high end magazines such as Vogue, has issued a statement revealing that she is set to retire aged 34 following 20 years in the business.
The 24 year old Brazilian mother of two, who is married to NFL quarterback om Brady, has revealed that she wants to spend more time with her family, but has also vowed to continue working in the industry.
As the world's highest paid model (according to a 2014 ranking by Forbes magazine), Bundchen is the face of Chanel, Carolina Herrara, Pantene and other top brands. She also has her own line of flip flop and lingerie designs.
In an Instagram post on Wednesday (15th April), Bundchen wrote, "Today after 20 years in the industry, it is a privilege to be doing my last fashion show, by choice, and yet still be working in other facets of the business".
"I am grateful that at 14, I was given the opportunity to start this journey", she wrote.
Monday, 13 April 2015
Adidas originals = Pharrell Williams
Singer/ songwriter Pharrell Williams has collaborated with sportswear brand Adidas for a collection of a singular pair of shoes available in 50 different colours.
I personally love the idea of having 50 different colours available on the same shoe design as I feel that it gives everyone the choice to express themselves through the colour that is showcased on their feet. The colours used are a mixture of pastels and OTT bold shades. Yet the variety of colour available allows the brand to be able to cater to all different consumers of all ages.
My personal favourites are the purple and blue hues of colour (seen on the right side).
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