Advertising Campaign Strategy
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Contents P3...Introduction P4...Audience P5...Profiles & Media Channels P6...Creative Concept P7...Design Execution
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Introduction This document shows the campaign that will be run to advertise the festival and get the name into the eyes of our target market. The aim of this marketing campaign will be to build hype up to the festival to get people interested and learning more about the events that will be happening at the festival and before the festival. The tracker will be the amount of ticket sales and they amount of mentions and hype that is on social media.
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Target Audience Persona
First time home buyers
People looking to People with an make home improve- interest in the future ments and technology
Age Range
25-30
30-40
20-25
What do they do with there time?
Spends a large amount of time at work driving to and from, or getting public transport. When they are going or get home they spend time scrolling through social media and talking to friends.
Again spends a large amount of time at work driving to and from, or getting public transport. When they come home and watches TV, they also uses some social media but not a lot.
They are younger people that are just at the start of their career they have their finger on the pulse with the current world. They spend a lot of time out with friends or scrolling through social media.
What do they do
Something that is a good price but also let’s them keep up with there luxury lifestyle.
To save money they want to improve there house and make it better but also get a kick back on their investment.
They want something that will blow them away and get them excited for the technology.
What/Who Influences them
Brands and influencers they will follow there favourite brands were ever. And influencers show that it is real and worth it.
They are influenced by the numbers they want to see how it will effect them for the better.
Influencers that show the cool stuff and brands that produce the cool stuff, they want to be seeing the future stuff not the now stuff
How can we effect them
We can target this demographic by using social media channels such as Instagram and snapchat. Also using OOH advertising to target them while they are traveling to and from work.
Email marketing to get the brand into the mail box. Using social media and OOH advertising to drive traffic to the site and create a mailing lift.
Using social media and pairing with influencer to tap into the trust that they have created.
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Audience Profiles Luke Smith Age
27
Gender
Male
Occupation
Sale man
Social
Instagram, youtube
Luke is a sales man for a large technology company, he is always looking to keep his finger on the pulse with the world. He has recently purchased a home with his girlfriend. He is still up for a good time but also has his feet on the ground with real life. Luke is very active on social media and watches lots of you-tube videos about the latest and greatest technology
Libbie Le Age
23
Gender
Female
Occupation
First job
Social
Instagram, linkedin
After just starting her first job libbie is still living at home and saving up the money to move out of her parents house. She is very used to a good life style and does not want this to sleep when she lives home. She is on an above average salary for her age so has some spare money. She is not in a relationship.
Laura Howard Age
34
Gender
Female
Occupation
Creative industry
Social
Instagram, linkedin
Laura is very well set in the creative industry, she is always looking for new things that are interesting and will drive the world forward. Been high up in the creative industry means she is rather well off and is always looking for ways to improve her way of life with new technology.
Dave Johnson Age
45
Gender
Male
Occupation
High level manager
Social
Twitter, you-tube, linked-in
Dave is a high level manger at a automotive company. He spends a lot of time traveling for work so wants his life to easy to manage and uses. He is married with two kids so he is always looking to save money and stay safe. Also with his life and kids been at home when he is not is always looking for ways to monitor the house when he is away.
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Media Channels
Instagram, Snap chat and linked-in (Social Media)
Partner with brands to tap into there markets
Partner with influencers to tap into there followers
OOH Advertising (on the commute)
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Touch Points Wave launch style - building hype The first wave will be all about the hype and building hype for the brand. And getting a data base together of people that are interested so we can create more targeted advertising to them and build more trust with them. The second round is about driving traffic to the site to get people purchasing tickets and packages this will mean that the people looking at the site are interested meaning the advertising can be more targeted.
Social Media Campaign - While Relaxed Motion is the key to standing out of social media of not matter how little the movement is there will be a large amount of animation to get people to stop and interact with the post instead of just scrolling past. This will all uses the same copy and style that will be born from the brand tying all the adversing together.
Out of house marketing - Commute Motion is the key to standing out of social media of not matter how little the movement is there will be a large amount of animation to get people to stop and interact with the post instead of just scrolling past. This will all uses the same copy and style that will be born from the brand tying all the adversing together.
The Shift Project - Influencers & brands Motion is the key to standing out of social media of not matter how little the movement is there will be a large amount of animation to get people to stop and interact with the post instead of just scrolling past. This will all uses the same copy and style that will be born from the brand tying all the adversing together. 7
Collaboration
With a massive global reach partnering with these creative will enable uses to tap into the large fan base they have created and get people to see the festival.
Youtube Following 28,719,993
Followers between them
Instagram Following 6,000,000
Followers between them
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Brand Partnerships Partnering with brands will enable uses to the same thing and will enable uses to get the best tech for the festival as we will be working with people not for them.
Creative execution Shift Project - Collaboration The shift project will be the main focus when getting people like you-tuber and brands behind the festival and let them uses there creative passion to bring there creative license to the festival and the advertising they do for the festival.
Together. Future. Shift. Short and snappy is the key when people are walking and scrolling past the advert that you have posted, this copy line gets the brand values and the brand into the mind of the viewer. Telling the viewer what it is about straight away.
Together we are the future The festival slogan is all about coming together at the festival and make the future better with technology. This simple line gets the message across and empower people to come together.
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OOH Boards The out of house marketing will be mainly focussed on the gap between home and work to get people looking at the brand on there way to and from work and when shopping and around town at the weekend. The simple copy and imagery main that it is just there and you look with out looking keeping it in the mind of the audience.
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Instagram Stories The instagram stories will follow the same creative style and copy as the ooh advertising keep it consistent and make the link in the audiences mind. These instagram stories will be animated CLICK HERE to see an example of the stories animated for instagram. Every thing that goes on the story will be copied to the new feed putting it all over instagram.
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