The integrated Campaign: Pantone annual color launching

The integrated Campaign:

Pantone annual color launching 01 Social media episode

Ashur He. @ashur.chn

I.

Episode introduction

II.

Pantone situation analysis

III.

How effectively do “Pantone annual color report” impact in its target market?

IV.

What did Pantone doing in different touchpoints when its’ 2020 annual color launch?

Index

Episode introduction There are three episodes which introduce the Pantone market campaign, including integrated campaign and social media campaign. The deck shown would be episode one; Episode two and three will be shown in the LinkedIn article and Instagram Series of Memes.

e2 d iso p E

e3 d iso p E

The main aim of making the Pantone episode is to apply the marketing strategy and digital marketing skills into real business society. #3

In this Episode, lets’ discuss the current situation of Pantone and how they use different social media to launch and spread the 2020 annual color.

Pantone Situation Pantone began in 1950 in New York by a small group of advertising executives.

Pantone wasn’t the first color-standards language, but it’s most Herbert’s strategy to blanket the world with his product and establish his matching system as the definitive international standard.

Competitors like RAL and the Munsell occupy the lower market share.

•

The whole visual system of RAL and Munsell cannot match the customer's visual needs and usage experiences

•

There is a limited word of mouth from their customers in social media.

#4

Customers treat Pantone as the color standard in the world: Customers work in: •

Advertisement agency//Design studio//Fashion company//Design student//Printing Manufacture

The customer situation is not as positive as Pantone’s thinking.

•

Majorities of the design-related companies, suppliers, and individuals around the world are willing to use the Pantone color system to choose the color.

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Young Designers do not know who is the Pantones' main competitors.

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Designers tend to create the color system by themselves, so they will not buy the colors from Pantone and also do not need painting suppliers to purchase Pantone colors.

Pantone must continue to retain customer's attention and find an appropriate way to increase profits in 2020.

How effectively do

Sauce: https://smallbusiness.chron.com/pantones-color-yearinfluence-marketing-70053.html

Pantone annual color has a significant impact on the interior/ fashion/ furniture area.

Fashion: According to Los Angeles Times: when national color was emerald, Pantone highlight designers such as Nanette Lepore, Tracy Reese, and Marimekko who use emerald in their spring fashion show, which led to a run on green eye shadow. 1 #5

Design: Some interior and inspirational websites publish tips related to Pantone's annual color. These articles talk about how to use the yearly color to do the design project this year.

“Pantone annual color report� impact in its target market?

Pantone creative objective Color explanation: Pressman admits that Pantone returns to the classics because everything has been chaotic in the world.

However, it is not about doing what we did in the past, but about reinterpreting it in a new way. While the color of last year, the living coral was "living and affirmative life.1 Marketing communication Objective: • • •

To create visually appealing images that would be share-worthy in the social networks Develop brand awareness To create topics that engage people to discuss in social media.

Publish new retail products to increase purchase action.

Positioning strategy:

To young designers, delivering elite and visually appealing annual color because Pantone has a professional color matching system.

Brand Character: • • •

Young Elite Visual Appealing

Sauce: https://ratemyhome.net/color-pantone-2020-classic-blue-is-pantones-choice/

Creative Objectives &Creative Strategy Creative, funny way to deliver message

Creative Execution Storytelling & Demonstration

#6

Communication strategy The campaign will deliver a storytelling and demonstration brand message through a variety of digital, interactive, and experiential mediums to generate conversation, collaboration, and purchase rate.

Platform: Instagram, Twitter, and physical experience

What did Pantone do On December 4th, the first Instagram picture was showed the mellow pinkish “orange hue called Living Coral (Pantone 16-1546) “ made clouds.

Then two pictures showing two colors mixed in the movie, which means a new annual color is blue, 2019 passing, a new year was coming.

Then the new annual color video was posted.

#7

in different touchpoints when its’ 2020 annual color launch?

What did Pantone do On December 5th, Pantone pushed an exhibition picture to shew that there was a Pantone new annual color exhibition, people can book a ticket online in New York.

Pantone post every cooperator or the brands which use classic blue color to make their products for the rest of the day. Every picture after the “annual color launch” was blue mainly.

Results: • Awareness: 1,251,636 (Launch video) • Average: 97,646 (a week) • Awareness in twitter: 37k awareness 25.6k+word of mouth in twitter.

in different touchpoints when its’ 2020 annual color launch?

#8

Pantone + ARTECHOUSE New York indoor exhibition Date: December 5th to February 23th Platform: indoor(physical) Spread: Instagram and Twitter Cooperate with ARTECHOUSE‘s creative team in collaboration with Indus interactive design by using Submerge( multi-sensory installation)

Picture Sauce: https://brightestyoungthings.com/article s/photos-pantone-color-of-the-yearreveal-2020-artechouse-new-york

#9

Assessment

4 C’s of Integrated market communication

Conversation: Collaboration: Content relevant: Customer experience:

A S S S

In my personal opinion: good customer experience should cover visual, sound, smell, touch ( 5 senses) interaction. If Pantone launch campaign in Instagram only, the customer experience is lower ( actually they have physical interaction)

Total score

A

#10

What will be in the next episode?

#11

Super bowl started In Jan 30th, let’s assess what Pantone do in their social media super bowl campaign.

Work sites: Weiss, Dyanne. “Does Pantone's Color of the Year Influence Marketing?” Small Business - Chron.com, Chron.com, 21 Nov. 2017, smallbusiness.chron.com/pantones-color-yearinfluence-marketing-70053.html.

Admin. “Color Pantone 2020 – Classic Blue Is Pantone's Choice –.” RateMyHome.net No. 1 House Rating & Reviews, Deco, Real Estate and Apartments, 30 Dec. 2019, ratemyhome.net/color-pantone-2020-classic-blue-is-pantones-choice/.

Villondo, Clarissa. “PHOTOS: Pantone Color of The Year Reveal 2020 @ Artechouse New York ⋆ BYT // Brightest Young Things.” BYT // Brightest Young Things, 5 Dec. 2019, brightestyoungthings.com/articles/photos-pantone-color-of-the-year-reveal-2020artechouse-new-york.