CW 2 Research

 

Duration of Assignment : Week 06 - Week 15

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ASSIGNMENT BRIEF

 

Your assessment consists of coursework:
 
·   A group marketing campaign to generate awareness about social distancing during the pandemic
·   An individual reflective blog on your campaign work
 
In groups you will developing a campaign on a chosen topic. Throughout the module you will
be producing a range of digital marketing materials (website, posters, brand, data, videos,
audio, social media) in accordance with market research and consumer behaviour.
 
You will produce a visual campaign pack/magazine using InDesign which includes all of your
marketing materials along with a client-facing analysis on each component. The
documentation will also include supporting evidence, for example research, data results,
photographs, web links to moving images, interview material, social media links, brand
designs, sound/video files etc.
 
In additional, as an individual, you will need to write weekly blogs reflecting on your campaign
progress. These journals will cover any research, idea development, documents, creating
marketing materials process and technical approach. These are critical reflective posts and
needs to include relevant references to concepts discussed in class and supporting
images/materials.
 
- This component is designed to demonstrate your understanding of the theoretical and practical
concepts introduced in this module.
 - This 20 credit module requires 300 hours of study in total.
 - This assignment accounts for 70% of this module’s marks.
 

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WEEK 6

8th and 9th February 2021 [ Mon & Tue ]

 Objectives of The assignment is to create a social distancing campaign based on the marketing strategy AIDA. A- awareness, I- interest, D- desire and lastly action. This week we explored ideas of what could be our potential big idea for this campaign. This group consisted of 2 people and Our group’s aim was to make sure our direction of our big idea is strong and solid. So that it is distributed evenly and interestingly that would keep the audience’s attention throughout the whole campaign.

 

We wrote a few ideas this week, but it wasn’t all that strong. We had to keep in mind about AIDA when we thought about our major big idea for the campaign. So we divided the task of thinking of ideas. Each person came up with 2 ideas and we proceeded to get our ideas approved by our lecturer.

 

Moreover, we did struggle to think of ideas. Our lecturer commented that our ideas were mostly towards execution rather than an idea itself. So this was also one point we are being mindful of for future weeks when we think of more ideas. An idea should be strong in every aspect so that we can proceed to complete the marketing strategy of AIDA.

 

During this week, we did not settle on any of the ideas we wrote but rather we allowed ourselves to think about the ideas we wrote in a more broad perspective as we are still in the thinking stage of the project

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WEEK 7

15th and 16th February 2021 [ Mon & Tue ]

 

This week we wrote a whole new set of ideas that is discussed between me and my group mate. We settled for the idea 1 Mr.2M short for 2 Meters. We continued to develop this idea after we got the approval from our lecturer. Below I have also put the different ideas we proposed along with the idea we settled for.

 

Moreover, we found many references of our potential Art styles for the social distancing campaign with mr.2m as a superhero figure. We also proceeded to plan out the awareness and interest planning process of AIDA. So that we can move on to the next part of the AIDA which is planning the Desire and action

 
Below is the AIDA for our selected idea from all the ideas we wrote. We settled for the idea with Mr.2M as We found this as the most suitable one for us to proceed with for this campaign

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WEEK 8

22nd and 23rd February 2021 [ Mon & Tue ]

This week we settled on the different art styles and experimented on the potential character styles we can proceed with for this social distancing campaign. We planned how the hero character may appear roughly to the audience. Is it going to be a normal realistic approach or a fantasy like approach with a little bit of realism mixed?. We discussed these during this week and decided that the basic elements the hero will have are the 2 meter coat which helps him distance himself from other people in order to keep himself safe and a muscular body to show that he is a superhero figure.

 

Moreover, through research I have understood that ideas can be brilliant but an idea can only emerge to the consumers if it sparks interest within them. Every brilliant idea has a creative visual expression whether it is subtle or not. Creativity and ideas should work hand in hand in order to give birth to unique varieties of elaborated concepts. Thinking creatively not only in aspects of realistic approaches but allowing yourself to be more open to unusual thought provoking ideas is the key to expressing your ideas more artistically (Ideas To Go, 2020). This is also key to grab the attention of the audience by creatively providing something different, which makes you stop and wonder about it. This is how interest can be planted in the minds of the audience by using creative ideas and expression.

 

Moreover, having an interesting art style is essential to break through with the increasing amount of competition for impressions in the consumers eyes. People are automatically more stimulated to visual means of explanation rather than non-visual (Callerstrand, 2010). Therefore creativity is a very important aspect when it comes to planning a successful marketing campaign.

 

References and digital sketches we came with during this week:

References

Callerstrand, H., 2010. The Role of Art in Advertising. [Online] Available at: http://arc.hhs.se/download.aspx?MediumId=1029 [Accessed 23 February 2021].

 

Ideas To Go, 2020. The Elements of Creativity in Idea Generation. [Online] Available at: https://www.ideastogo.com/articles-on-innovation/the-elements-of-creativity-in-idea-generation [Accessed 23 February 2021].

 

Animation ref
https://vimeo.com/502900989 

Art style ref:
https://vimeo.com/501958307

https://vimeo.com/411598677 

https://vimeo.com/506056513 

https://vimeo.com/430690235

https://vimeo.com/514386684

https://vimeo.com/505567499

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WEEK 9

1st and 2nd March 2021 [ Mon & Tue ]

During this week we progressed on finishing the awareness video after drawing some rough storyboards for it. After we had planned out the awareness video and progressed on finishing 50% of the video. Moreover, I had been working on the illustrations since last week and I was able to provide the assets to complete the video to my teammate.

 

The video is the start of our campaign. Our awareness video is going to be posted on social media platforms such as Facebook and Instagram and YouTube. We chose these platforms to engage in as most of our target audience is present in these platforms.

 

Moreover, It is always important to choose the platform best for your target audiences. This will encourage them to engage in our content and possibly take action by sharing it to their followers or viewers (Adroll, 2020).  Resulting in this video helping to create awareness among our consumers about Mr.2M, his purpose as a hero and the importance of social distancing.

 

According to the research, from the Malaysian population 93% use YouTube, 91% use Facebook and 70% of the population use Instagram (Digital Influence lab, 2020). These platforms are the most active social media platforms in Malaysia and these platforms will help us reach our target audience and create awareness.

 

Additionally, since last week I progressed on the illustration design process. This week I have also started my social post designing process after I got the visual idea for the posts approved by my lecturer.  Hopefully I will be able to show some design progress next week and receive criticism from her and further improve and develop the idea.

 

Target Audience

 

Demographics

 

- Gender: Male & female/ Unisex

- Age: 20 – 80+

- Location: Global

- Family type: Couple with kid

 

 

Psychographics

 

- Lifestyle: People that have to go out during a pandemic for errands

- Value: People who value their health and others.

- Personality: Fun, witty, Daring

 

STORY BOARD PART 1 (AWARENESS VIDEO)

 

References

 
Adroll, 2020. How to Use Social Media to Increase Brand Awareness. [Online] Available at: https://www.adroll.com/blog/brand-awareness/how-to-use-social-media-to-increase-brand-awareness [Accessed 2 March 2021].
 
Digital Influence lab, 2020. Malaysia Digital Marketing Statistics 2020. [Online] Available at: https://digitalinfluencelab.com/malaysia-digital-marketing-stats/#:~:text=%E2%80%8BMalaysians%20embrace%20social%20media,on%20a%20social%20media%20platform.&text=64%25%20of%20Malaysian%20Facebook%20users,%25%2C%20Instagram%20with%2047%25. [Accessed 2 March 2021].

 

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WEEK 10

8th and 9th March 2021 [ Mon & Tue ]

  

This week our group had completed the awareness video and progressed on the lifestyle posts of Mr.2M. We were able to receive criticism for the video from our lecturer. She was satisfied with the video animation but to further make it better she suggested we include a top view of Mr.2M putting the social distancing coat on the people at the grocery. Other than that our awareness part is done

 

I also finished progressing on the lifestyle posts and received criticism. She asked me to improve post 3 by giving Mr.2M a pet that wears a social distancing coat. Moreover to improve Post 2 by making the person holding the temperature scanner to have a stick. This will make it more dramatic that he is social distance pretty ‘SUPER’ and the audience might find it humorous. I took note of these points and corrected them for the next day. This also concludes that our group is done with the interest part 1.

 

 INTEREST PART 1

 

-   Post 01: Tracking crowded places in his home office screens. Crowded spaces appear denser in colour on the screens. To make his appearance to keep everyone 2 meters apart. Sometimes showing MR 2M signs in the sky.

 

-   Post 02: Making his way to a location in his; takes picture with the store with temperature scan in his superhero outfit making his way inside.

 

-   Post 03: Showering wearing the costume. Bubbles on the head while in the shower. To make himself fresh and clean and after a day out.

 

-   Post 04: Kitchen with mountains of oranges to get vitamin C as a recharging snack. As a hero he eats food that is good for his body.

STORY BOARD PART 2 (AWARENESS VIDEO)

 

Storyboarding

 

Storyboarding is the most crucial part of any animation process. It helps us set our vision roughly and something to refer to in our working process (Timothy, 2015). Our group decides the storyboard so we can avoid errors in the working process. It also helped get out idea approved by our lecturer without too many complications. This way we also will have an idea of how the end result may look like.
 
A storyboard is more like a visual story numbered with details of what’s happening in that scene. More like a comic. Usually the script itself is not so visual, but a storyboard can help get your script visually expressed (Vyond, 2021). It is also the best way to share your vision and discuss how to make it better.
 
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Besides, I also finished the assets for the interest part 2 video which announces the costume competition in an Instagram story. My teammate is going to animate it since I made the asset for it. It is quite fun to work with her. Our tasks are divided very efficiently and we also communicate through texts and Teams. Despite not having real life meetings, we still have managed to work and put in our best efforts into pulling off this campaign.
 

References

 

Timothy, A., 2015. 8 Reasons Why Storyboarding is Important Before Jumping Off To Development. [Online] Available at: https://elearningindustry.com/8-reasons-storyboarding-important-jumping-off-elearning-development [Accessed 9 March 2021].

 

Vyond, 2021. What is a storyboard and why do you need one?. [Online] Available at: https://www.vyond.com/resources/what-is-a-storyboard-and-why-do-you-need-one/ [Accessed 9 March 2021].

 

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WEEK 11

15th and 16th March 2021 [ Mon & Tue ]

 

This week I had completed the lifestyle posts for mr.2m and progressed on making the costume competition poster so my teammate can help make the animation for this one. Our lecturer was very happy with our work. I also progressed on making the VR filter. I helped to edit the costumes for this one while my teammate is going to do the animation for the virtual exhibition.
 
The same costumes are going to be exhibited in the virtual exhibition and the VR filter. My teammate is mostly responsible for the virtual exhibition outcome while I handle the VR Filter. This way our workload is divided.
 
Costume Competition Poster

Furthermore, I also did some research for the 4C’s for our presentation deck. This way it will be easier for us to make the presentation deck when we proceed to that task. The 4c’s are Consumer, Cost, Convenience and Communication. I did research under these points in a way which is relevant for our social distancing campaign and Mr.2M. Below are my research points.
 
4C’s
 
Consumer
 
What does the Consumer need and want?
 
·  Customers are reminded about social distancing with Mr.2M
·  People want to be reminded about social distancing with Mr.2M
·  People feel more interested in imaginative approaches to promote causes
 
Links:
 
Rise Vision Blog, 2020. How to use Digital Signage to Encourage Coronavirus Social Distancing in Your Store. [Online] Available at: https://www.risevision.com/blog/how-to-use-digital-signage-to-encourage-coronavirus-social-distancing-in-your-store [Accessed 16 March 2021].
Dawn, P., 2020. Signs that reinforce social distancing in the office. [Online] Available at: https://www.wework.com/ideas/office-design-space/signs-that-reinforce-social-distancing-in-the-office [Accessed 16 March 2021].

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Cost
 
Cost to satisfy consumers through this campaign
 
·  Taking part in Virtual exhibition & Costume competition from anywhere In the world. No money spent on attending the physical venue.
 
Links:
 
Endlessfair8, 2020. 10 Advantages Of Online Exhibitions To Your Organizations. [Online] Available at: https://www.endlessfairs.com/en/blog/10-advantages-of-online-exhibitions-to-your-organizations#:~:text=Online%20exhibitions%20offer%20all%20and,as%20well%20as%20the%20organisations [Accessed 16 March 2021].
6Connex, 2020. Top 6 Virtual Trade Show Benefits: Why Opt for a Virtual Trade Show?. [Online]  Available at: https://www.6connex.com/blog/virtual-trade-show-software-benefits/ [Accessed 16 March 2021].

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Convenience
 
How is it convenient for the people?
 
·  Awareness spread virtually and more accessible
·  Share and promote the message faster online on all digital platforms
 
Links:
 
Ryan, O., 2020. Hashtag Marketing: How to Use Hashtags for Better Marketing Campaigns. [Online] Available at: https://mention.com/en/blog/hashtag-marketing-how-to-use-hashtags-for-better-marketing-campaigns/ [Accessed 16 March 2021].
Patel, N., 2021. 3 Original Ways to Get More People Sharing Your Content on Social Media. [Online] Available at: https://neilpatel.com/blog/improve-content-shares/ [Accessed 16 March 2021].

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Communication
 
How are we communicating the message to the people?
 
·  Through Social media accounts of Mr.2M
o   Facebook, Instagram
·  By participating in the costume competition and virtual exhibition.
 
Links:
Endlessfair8, 2020. 10 Advantages Of Online Exhibitions To Your Organizations. [Online] Available at: https://www.endlessfairs.com/en/blog/10-advantages-of-online-exhibitions-to-your-organizations#:~:text=Online%20exhibitions%20offer%20all%20and,as%20well%20as%20the%20organisations [Accessed 16 March 2021].
 

 

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WEEK 12

22nd and 23rd March 2021 [ Mon & Tue ]

 

This week I had completed the costume edits and also the VR filter for the Mr.2M. The costumes are actually designed by other people. We took these as it was relevant to our social distancing campaign and our lecturer gave us approval. The costume designs should have some type of element that represents 2 meters distance literally.

 

This competition and Virtual exhibition is our efforts to make the campaign interactive and fun for the audience. This is also key to help make the campaign viral. The more participants take part, the more exposure and message is delivered to the audience.

 

Below are the links I found the costumes and the venue:

 

Venue

 

https://artsandculture.google.com/streetview/van-gogh-museum-first-floor/QAFSN2-WiDzQSw?hl=en&sv_lng=4.880737249576775&sv_lat=52.35841977145437&sv_h=163.0755638287044&sv_p=-0.5771620306436773&sv_pid=VYDscpvpYOedlBD7eNfXHw&sv_z=0.917409698600264

 

Costumes

 

https://www.youtube.com/watch?v=r2QtOjNlV3I

 

https://www.youtube.com/watch?v=Ci9TQuiEpMU

 

https://www.youtube.com/watch?v=5SJ47sWsS7M

 

https://hypebeast.com/2018/10/takashi-murakami-i-love-it-halloween-costume

 

https://youtu.be/wXbJJnBy_F8

 

https://www.reddit.com/r/funny/comments/gqvn6k/social_distancing_shoes/

 

https://www.foodandwine.com/news/burger-king-social-distancing-crowns

 

https://www.heavencostumes.com.au/mexican-adult-s-light-straw-sombrero-costume-hat.html

 

https://www.amazon.ca/Protection-Foldable-Fashion-Vacation-Holiday/dp/B07VMNVK1D

 

https://rockndollstore.com/products/gothic-wiccan-wide-brim-hat

 

Celebrity Mock-up ref

 

https://www.pinterest.fr/pin/659003357965157462/

 

https://co.pinterest.com/pin/620089442435004464/

 

 

SWOT ANALYSIS

 

Moreover, I progressed with finishing the SWOT analysis for our campaign to include in our presentation deck.

 

 

STRENGTHS

 

• Reach a wider range of people with the power of social media marketing techniques

 

 

SEMrush, 2013. Social Media Advertising: Reaching Your Target Audience Fast and Easy. [Online]  Available at: https://www.semrush.com/blog/social-media-advertising-reaching-your-target-audience-fast-and-easy/ [Accessed 16 March 2021].

 

Atchision, J., 2020. How to Reach Your Target Audience on Social Media More Effectively. [Online] Available at: https://www.inc.com/young-entrepreneur-council/how-to-reach-your-target-audience-on-social-media-more-effectively.html [Accessed 16 March 2021].

 

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WEAKNESSES

• Superhero is limited to virtual means. No real life mascot.

 

Enrico, R., 2017. How a Brand Mascot Can Make Your Business More Personable. [Online] Available at: https://medium.com/@rick.enrico/how-a-brand-mascot-can-make-your-business-more-personable-24320364a635 [Accessed 16 March 2021].

 

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Opportunities

• Having physical banners in crowded places

 

Print in the bag, 2020. 10 Benefits of Banners for Advertising a Business. [Online]

Available at: https://printinthebag.co.uk/pages/10-benefits-of-banners-for-advertising-a-business/ [Accessed 16 March 2021].

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Threats

• Target customers not having an internet connection or a social media account

 

Bloom, D., 2020. Coronavirus has exposed the digital divide like never before. [Online]

Available at: https://www.weforum.org/agenda/2020/04/coronavirus-covid-19-pandemic-digital-divide-internet-data-broadband-mobbile/ [Accessed 16 March 2021].

 

 

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WEEK 13 & 14

29th and 30th March 2021 [ Mon & Tue ]

5th and 6th April 2021 [ Mon & Tue ]

 
These last 2 weeks we progressed on trying to finish our concept board and presentation deck. Our lecturer was happy with our progress and completion. Most of our work was done. Now we are practicing for our presentation and getting ready to present our work on the 12th of April.
 
I am happy with the team work me and my group mate are doing. We work at a very good pace and are satisfied we completed earlier than we expected. Since we have done the research and finished the visual elements, it is very easy for us to assemble our presentation.
 
I believe that this campaign and mr.2m can really impact society to social distance and spread the positive message. The importance of social distancing too. To keep our friends and loved one safe we must take the necessary precautions in every way we are able to contribute to it. This campaign is Our social distancing awareness campaign under ministry of health Malaysia.

 

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WEEK 15

12th [ Mon ] 

 

Presentation