2016 C
POWER IN COLOUR PROMOTIONAL STRATEGY
Executive Summary ................................................................. 01 Current Strategy ...................................................................... 04 Target Audience ....................................................................... 14 PR Objectives .......................................................................... 16 Editorial .................................................................................... 18 Social Media ............................................................................ 20 Promotional Film ...................................................................... 22 Power In Colour Website ......................................................... 24 Press Release .......................................................................... 26 Partnership Promotion ............................................................. 28 Strategy .................................................................................... 29 Key Moments Timeline ............................................................. 33 Measuring Success .................................................................. 34 Image References ..................................................................... 35
Fig.1
Colour authority Pantone is a global force, offering a vivid array of bespoke products and services that provide colour to creative industry professionals. Pantone’s longstanding loyalists and future cult following, are in waiting, ready to join a digital collaboration. The promotional launch of its newest venture incorporating online web page, film and social media streams will drive interest and accumulate visitors/footfall to its website and licensees. Reinforcing the diversity of the Pantone’s UK credentials, whilst providing insight and education amongst a potential new audience.
Pantone celebrates its latest venture with industry first PANTONE – Power In Colour exhibition 2016, in partnership with London Design Festival – Tent & Superbrands London. Both brands, renowned for their global design credentials, have created a colour alliance, striving to immerse visitors in an alternative colour perspective. The PANTONE – Power In Colour exhibition reaches out to untapped talent the ‘Hyphenate Creatives’, whilst acquiring and responding to individual insight and innovation via unique digital app art. Strong digital and printed media, imagery and conversation will enrich Pantone’s presence both on and offline. Its launch enlists the participation and connection of its followers and relatable brand influencers to exhibit and enhance their creativity. As well as unveiling inspiring promotional film teasers and exhibition information via current digital and social platforms.
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FIG 1.
Fig. 2
Situational Analysis As a world-renowned leading authority, Pantone is committed to providing professionals with colour by utilising a combination of bespoke services, visual campaigns and digital media content. Manufacturing a ‘global design force’.
History Pantone, as it is today, was founded in 1962 when bought by Lawrence Herbert, who immediately instigated a change in its direction, developing the first colour matching system in 1963. Herbert, who remains CEO of the company, has encouraged colourful exploration and expressions of creativity from inspiration to implementation for over fifty years, continuing to do so with the introduction of pivotal promotional campaign, Pantone - Colour of the Year. With the persistent growth and globalisation of the brand, Pantone furthers its commitment to colour innovation and trend forecasting, providing enthusiasts with a greater and effective understanding of colour. Ethos Pantone prides itself on its passion, innovation, desire for creative partnerships and ties with colour critical industries. Creating ambitious offerings that integrate and drive leading technology within a creative community.
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MARKET POSITION Pantone’s current stance is positioned within the high-end market, providing unmistakable quality at carefully considered and reflective price points. Its brand value relies on a powerful image, renowned reputation and highly recognisable brand aesthetic. The Pantone brand has long been a factor of colour critical creative industries and is quickly approaching a wider audience, to expand and gain on diffused competitors.
PRODUCT LINES From designer to manufacturer to retailer to customer, Pantone’s primary product range has vastly expanded, offering a realm of products and bespoke services: - Pantone Guides / Pantone View - Pantone Universe Collection - Trend Forecasting - Colour Research - Bespoke Colour Consultation The PANTONE – Power In Colour exhibition will encompass selected products within the brands portfolio, enabling accessible and staggered price points. Customised swatch books will be available to order, alongside a selection of the Pantone Universe collection, in a selection of exhibition specific colour ways. Complete with Pantone authentic branding, used on the following items: - Cups / Thermo Cups - Sweatshirts - Phone Cases
Fig. 3, 4, 5
CURRENT STRATEGY Pantone have increased their marketing efforts over the previous two years, with attention placed upon the introduction of complete, digital and collaborative campaigns. Pantone - Colour of the Year and Pantone – Make it Brilliant centered on inspiration and product promotion, capture attention and have generated a heightened social media prescence, securing platform visitors and two-way conversation, methods previously untapped by Pantone. The integration of social platforms involves present-day audiences, connecting physical and digital domains. Satisfying all contexts, producing a new visual language that has remained consistent and distinctive, the basis of Pantone’s newly tested marketing technique. Current print media coverage appears within high-end interior/ industry magazines and Pantone’s own published trend material. In order to ensure brand image continuity and campaign
Fig. 6
success Pantone should continue to merge valuable content, digital interaction, employ purpose and physical contributions to strengthen future campaigns.
CAMPAIGN
AIM
LENGTH
COLLABORATIONS
PLATFORMS
EFFECTIVENESS
PANTONE Colour of the Year
-Increase brand and colour awareness. -Interlink release with current changes and zeitgeist. - Highlight application of colour use and product breadth. - Increase online knowledge and interaction. - Educate trends in several creative industries (fashion, interiors etc.)
Launched in 2000 (occurs annually)
- Experience design firms (Sub Rosa) to create imagined images and campaign spirit. - Representatives of colour standards. - Design industry professionals - Consumer-orientated companies.
- Run across print, digital, film. - Pantone social media platforms. - Published in Pantone View used as a manual entity. - Pantone website and supporting articles and blogs.
- 298 media placements and 1.35 billion media impressions (in 24 hours). - 1,120 media placements and 2.6 billion media impressions (in first week). - Overwhelming positive social media response across all platforms. (Based on Colour of the Year 2016)
PANTONE Make It Brilliant
- Produce a tool for communication, a way to capture attention from both existing and new customers. - Reposition and highlight the three product areas of Pantone. - Introduce a new visual language while remaining consistent and compelling. - Bridge the gap between physical and the digital, creating something that would resonate visually, eliciting sharing through social networks and garnering press.
Brand Campaign2014 (ongoing)
- Experience design firms (Sub Rosa) to create imagined images, film and campaign spirit.
- Run across print, digital, film. - Pantone social media platforms. - Pantone website and supporting articles and blogs
- 23,000+ new followers and fans across social media platforms (200% growth). - Pantone ranking #5 Instagram, previously unranked. - Creative, influential target audience aged 25-34 fully engaged.
STATISTICS: WWW.WEARESUBROSA.COM
Fig. 7, 8, 9
SOCIAL MEDIA MATRIX
PLATFORM/ FOLLOWERS
ACTIVITY
AUDIENCE/INTERACTION
CONTENT
LANGUAGE
OPPORTUNITY
Facebook 421,153
1 daily
Largest audience due to likes appreciative of the brand/product itself. Users range in age due to the widespread content posted. Each post receives a large amount of likes but limited comments and shares.
-Photo/video content. - Campaign, product and event shots and linked articles. - Website, app and other social media links. - External article links/shares.
- Precise and to the point posts. - Whether about product/brand or people each contains #’s. - Posts are accompanied by click through product/ content links to the source.
- Link more regional content with #. - Communicate new campaign messages. - Only use official Pantone accounts. - Engage large audience with the widespread platform content (encourage shares and comments).
Twitter 144k+
1-4 daily (varies)
Creatives who strive to stay connected to and updated by the brand on a 24/7 basis. Tweets are favourited and re-tweeted by the brand. Shares are acknowledged. Selections of the tweets received generate conversation between brand and customer.
- Product and trend imagery. - #’s displaying colour inspirations, colour of the day and Pantone new colours. - Link to main website but not to other social media platforms. - Press coverage. - Original and customer ‘re-tweets’.
-Shorter language is used and is mostly information giving rather than opened ended questions to generate conversation. - Product and show links appear in tweets, enabling a marketing platform.
- Add inspiring imagery to engage attention and accompany links. - Participate in conversation/ webchat. - Connect followers with the stream of information provided. - Communicate new campaign messages.
Instagram 497k
1-3 daily (varies)
Visually connected, on the go users who double up as content creators for the brand. Each post is heavily liked, shared and commented on. Active sharing brand and customer photography, accompanied by open-ended conversational starters.
-Product images/ colour inspiration. - Campaign/event videos and imagery. - Pantone website and social media links. -‘Re-grammed’ user content.
-Language engages through image descriptions written in first and third person. - Highly descriptive and focused on purpose or individual. - Highly conversational language.
- More original brand imagery. - Communicate new campaign messages. - Focus on and utilise conversation within comments. - Curate posts with popular video and character profiles to create relatable content.
YouTube 3k+
1-4 monthly (inconsistent)
Targeted tastemakers who are more focused on the implications upon their brand. Heavily focused on the brands projects and customer profiles. View and likes are high on only a selection of the videos posted as there is a lack of engagement due to the inconsistent posting of content.
- Design, campaign, event, inspiration, video series. - Pantone website link but no other social platforms. - Playlists featured on the platform display limited content.
- Language used in videos epitomizes the brand ethos. - Colour and product information is the main focus with campaign information secondary. - Varying content could be used to integrate a wider audience.
- Regulate posts with consistent uploads. - Vary content in videos for less repetition. - Encourage/ feature viewer videos. - Communicate new campaign messages.
Pinterest 88k+
Weekly (consistent)
A mix of creatives varying in age from conceptual youths to older loyalists. Followers show engagement through pinning and following the boards most suited to taste.
- Product images/ trend and colour inspiration (pinned from pantone and users). -Event and campaign images. - Pantone website link and links within pins to other social platforms.
- Mostly visual however, each board is accompanied by a descriptive caption varying in length and containing click through links. - Re-pinned language is more descriptive than informative product pins.
- Use more original brand imagery. - Accompany that with more integrative content. - Shopable imagery. - Simplify account and add individual campaign/ product boards, alongside pinners.
EXPERIENTIAL INNOVATION Pantone places emphasis on online distribution, communication and experience combining digital campaigns with reputable and trusted products/services. Online spaces feel genuine, informative and distinctive qualities that appeal to current creatives. However, Pantone aims to influence further physical commitment and has expanded into retail settings via inventive and inspired pop-up spaces, building collaborative platforms with brands, venues and events. The PANTONE – Power In Colour exhibition will rejuvenate collaborative connections that have taken place over previous years. Frequent collaborations with beauty powerhouse Sephora and Pantone Café (2015) have established an opportunity for creative consumer participation, which is a future essential. Although successful, in order to go beyond this and connect audiences, Pantone’s focus on experiential content must remain reactive and align with interests and requirements, intergrating strong digital co-ordination and marketing through social platforms. Reconfiguring the expectations of followers, established, new and in waiting.
Fig. 10,11,12
COMPETITORS Pantone competitors have been identified due to similarities in product/service offerings and campaign philosophy’s. Brands such as NCS Colour and Dulux are evident within varying segments of the colour market and exhibit at alike design industry events. Although due to Pantone’s industry dominance limited direct competitors exist, it is essential that Pantone aknowledge possible threats to remain at the forefront of consumer inspiration and ahead of competitor communication, both physical and digital. For a detailed account of specific competitors see Creative Strategy Document.
Fig.13,14
COMPETITOR
TARGET AUDIENCE
SOCIAL ENGAGEMENT
CURRENT CAMPAIGN
NCS Colour (Service)
Design-minded individuals engaged in: - Interiors/ Architecture - Product / Graphic Design - Fashion and Textiles - Education - Corporate/ Brands
- Prominent connection with followers, creating an authentic level of conversation. - Social media channels are highly event and inspiration orientated. Regular conversational updates made. - Prominent use of # handles, continuously linking to events, promotions and other social platforms.
- NCS Colour End of Year Campaign. Competitions, polls and Did-You-Knows incorporated within social platforms and website are continuously available to participate with.
Dulux (Campaign)
Design aware and trend engaged individuals. Working within a creative sector and/or passionate about interiors and colour.
- Original content, highlighting and addressing follower opinions and responses. - Engagement through influential imagery and animated openended conversational starters. - Regular use of # handles linking to other social platforms and topics.
- Dulux – Colour of the Year 2016 (annual). A traditional campaign that identifies colour that is reflective of the zeitgeist. Presenting its purpose and documenting its discovery. Celebrity endorsement – ‘Face of Colour’
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SWOT ANALYSIS An analysis of Pantone’s prescence as a global brand.
STRENGTHS
WEAKNESSES
- Brand recognition: A worldwide recognised company, products are known as an authority within the industry.
- Limited physical presence due to products/services sold by licensees instead of stand-alone Pantone stores (limited UK stockists).
- Large customer base/following. - Vast, expanding and quality product ranges and services. Highly sought bespoke services for brand consultancy i.e. Colour Institute package. - Success and visual impact of campaigns i.e. Pantone – Colour of the Year.
- Exclusivity to the industry – lack of connection or availability to smaller or independent audiences (commercially orientated). - Consistency of social media platforms: platforms (YouTube, Pinterest) lacking in clarity, posts and twosymmetric conversation. Highly visual platforms could be utilised more effectively.
OPPORTUNITIES
THREATS
- Create a forward-thinking campaign to integrate and educate new audiences (promoting a different strength/insight of Pantone as a brand).
- Economic condition: High price points may dilute customer connections i.e. students or self-employed independent creatives.
- Improve two-way symmetric conversation and original content posted via social media platforms, increasing brand relation (reinforce brand narrative).
- Competitor brands employing similar or involved campaigns could outshine the brand.
- Social Events: Expand into and promote further events to mirror the success of the pop up Pantone Café. To build a physical rapport with consumers and increase demand.
- Progress of colour orientated competitors, agencies offering a similar aesthetic and claiming the same or similar USP (NCS Colour).
- Widen income streams with tasters and Pantone Universe products i.e. personalised merchandise.
SUMMARY
To ensure impact Pantone must present a highly personalised experience that promotes them in a way that resonates with long- standing and future ‘creatives in waiting’. An inspirational, accessible and interchangeable campaign focusing on visitor collaboration will reinforce Pantone’s position at the heart of a vast creative community, generating authentic consumer connections. Consumers strive to feel valued; their contributions should be complimented by strong, relatable digital marketing, whilst reiterating and remaining true to Pantone’s brand ethos. A campaign of this size demands a succinct strategy, which is formulated to develop communications and accommodate a highly successful launch.
Fig.15
Fig.16
Hyphenate Creatives Educated men and women aged 18-35 that are studying for a creative sector degree or are professional independents with numerous creative pursuits. Digitally connected, influencers and inquisitive thinkers with an underlying interest in culture, music and travel. They are fluid identities who engage with aesthetic information and trend distribution from a selection of online and offline outlets. Challenging traditional roles and products they are continually striving for the current and the original. The Hyphenate Creatives, will influence Pantone to explore undiscovered territory.
The Hyphenate Creatives are the next progressive step for Pantone. Consumer behaviours have become increasingly considered and creative intelligence is advancing, producing a platform for evolution into an audience such as this will allow contribution, directly inform and influence brand and product development, enhancing creativity and original quality connections. The PANTONE – Power In Colour exhibition targets a diverse consumer group, due to the variation in ages, lifestyles and routines within this group several approaches and promotional activities will be employed to connect with them. Professional Independents: Established and traditional contact will appeal to a proportion of the ‘Hyphenate’ consumers, who regularly interact and are highly influenced by printed media within acclaimed design magazines and industry publications. Although online social content is not directly linked to this consumer when browsing the Pantone web page, digital features and marketing posts will ensure captured attention. Graduate Independents Social media will be a key point of access for these inspired and bustling minds. Campaign and visual coverage on social platforms Facebook, Twitter and Instagram will capture attention sifting through an information overload. Generating an independent message that requires personal input. The Pantone web page and digital features as stated above will also contribute to engagement.
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Fig.17
ENGAGE
INSPIRE
CREATE
Objectives Pantone has always been defined by its powerful links to the creative industries and synonymous good design. There is an opportunity to evolve this regionally connecting and utilising independent creative intelligence to immerse, educate and enhance the Pantone brand and ‘creatives in waiting’ who favour quality design and display product initiative.
- Leverage Pantone’s unmistakable brand credentials amongst creative independents. - Create a stronger digital identity for Pantone, encouraging sharing, engagement and positive conversation. - Strengthen Pantone’s authentic consumer connection, through immersive and individual experience. - Colourfully introduce a partnership with local influential organisations and creatives to produce a collaborative platform for promotion. - Drive awareness of Pantone product/service breadth and quality, focusing on option avaliability and creativity enhancement.
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Fig.18
Editorial Printed and online editorial have a pivotal function in the engagement and promotion of PANTONE – Power In Colour and overall brand progress. The media outlets chosen to produce features have previously published Pantone work or associated content, are media partners of The London Design Festival and have the desired reader target market, existing in physical and online form. The overall reputation, creative direction and industry image are also considered and key media outlets will be sent press packs, including high-resolution imagery and an invitation to the exhibition, made available by Pantone’s in-house PR team.
Selected print and online media includes, but is not limited to: -
Itsnicethat.com i-d.vice.com Creative Review DesignBoom Cereal WGSN
Although not paid, bloggers will be encouraged to generate coverage of the exhibition, alongside the features on the Pantone blog (blog.xrite.com). Publishing reviews and idea influence in response to a press release sent to them prior to the launch. The blogs that are valued and have previously featured Pantone include but are not limited to: - HUH - Moo.blog - LondonDesignGuru - Patrick Burgoyne (Creative Review) - Design Clever
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Fig.19
Social Media Pantone’s key social media platforms Facebook, Instagram and Twitter will be used to introduce content and conduct activity and display perspective. The PANTONE - Power In Colour web page will support social media streams presenting them as a fluid digital whole. At the heart of PANTONE - Power In Colour promotional campaign, chosen social media platforms will be used to schedule content, promote the exhibition launch, ticket sales and importantly creativity. Due to Pantone’s aesthetic traits and findings from social analysis, all social platforms will embody a continual visual presence, encouraging collaboration and inspiration. An opportunity to develop Pantone’s online video prescence will also be utilised. Pantone’s YouTube channel will feature a ‘Behind The Scenes’ time-lapse video of the exhibition build and the full promotional video in the post launch campaign. Uploaded for brand continuity, inform and encourage user opinion. All social media platforms will be accessible from PANTONE Power In Colour web page and utilise the campaign hash tags: #Pantonepowerincolour
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Fig.20
Promotional Film The 30 second film will be divided into 5-10 second clips in compliance with Facebook and Instagram’s posting capabilities. The posts will be simultaneously shared across social platforms and uploaded to PANTONE - Power In Colour web page and YouTube channel to uphold brand content, continuity and produce a maximum audience reach.
The short promotional film will feature throughout all of the PANTONE – Power In Colour digital platforms, running across social media, main website and specific web page in teaser and upon exhibition launch complete form. The film is a surefire way to distribute inspiring visuals amongst it’s key target audience, in turn raising the brand’s profile. The conceptual direction of the film will run parallel with the overall aesthetic and promotional material incorporated within the exhibition. The film will distribute information, intent and due to its nature within the campaign it will additionally incorporate invitational aspects. To accompany the campaign in its post-launch stages as a method of further engagement and to adhere to brand continuity, a behind the scenes of the video of the exhibition build will be uploaded to Pantone’s YouTube channel. Film Blurb: Behind The Scenes: PANTONE - Power In Colour Exhibition Every day you sketch, fashion and design your imagination, your vision and your creativity... we simply add a colourful lens. Whether your canvas is paper, plastic fabric, or forecasting. Pantone presents you with the tools, insight and opportunity to exhibit the power in colour. Go behind the scenes in our new time-lapse video created to explore PANTONE - Power In Colour campaign. Learn more about our industry-first exhibition: http://www.pantone-powerincolour.com
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Fig. 21
Website www.pantone-powerincolour.com The PANTONE – Power In Colour website is a live presence throughout all digital promotion. It provides a hub for information;
contact
details,
date/time/location,
concept
background, merchandise and pricing and a gallery for creative user submissions and the full edit promotional film. The website will adopt Pantone’s distinctive aesthetic, which is vital to the visual continuity of the promotional strategy and be accessible via its own URL and Pantone’s main site. Visitors of the website will be able to link to social media platforms, subscribe to Pantone newsletters, access exhibition press features, purchase tickets and merchandise to increase exhibition profit. Coinciding with press coverage, the web page will go live on Thursday 11th August, allowing visitors the maximum opportunity to puchase tickets for the exhibition.
The website home page offers links to the following: Home Page - Teaser Film Concept – The Exhibition Info - Location/Date/Time Creation Gallery - User Submissions Contact - Newsletter Buy – Merchandise and pricing Press – Media/Enquiries
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Press Release Six weeks prior to the exhibition launch, press information will be sent out to key members of the media. As the exhibition is based in the UK and an industry-first for Pantone, it is essential to secure excellent and generate maximum coverage in the lead up to launch. Release Date: Thursday 11th August
Each will receive a fully branded press pack complete with news release, London Design Festival partner statement, exhibition outline, merchandise/shop information and invitation. The media are free to utilise this information to write and publish articles.
Ensuring that all media know about the exhibition in advance will again allow for maximum coverage and additional information or visuals to be provided if needed before the public launch.
All text and images by Amy Parker
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Fig. 22
Partnership Promotion London Design Festival As a partner of The London Design Festival a proportion of PANTONE – Power In Colour exhibitions promotion will stem from the festivals communications via a Premium Listing Benefit Package costed at £1,200 +VAT. From May – September 2016 promotion will be offered via digital and print outputs, pre, during and post event. Marketing platforms including website, social media, e-bulletins and printed guide will feature content and advertisements to ensure the widest reach across physical and digital audiences. The PANTONE – Power In Colour exhibition will additionally feature in the overall LDF 2016 Press Release as a ‘Landmark Project’.
PREMIUM PARTNER LISTING BENEFITS
GUIDE
SIGNAGE
WEBSITE
SOCIAL MEDIA POSTS
NEWSLETTER
RESOURCES
- 2/3 page - Key Info - 650 characters - 3 Images
- 1 free standing sign - 100 guides - 1 guide box
- Dedicated webpage - Event page on mobile site - Event presence on home page via rotation - Free unlimited news articles - Event page advert rotation (220w x 250h pixels)
- 5 Twitter + 3 Retweets - 2 Instagram - 2 Facebook - 2 Google+
- Image and link to event page within daily newsletters (July – September)
- Access to downloads and resources - Support from Camron PR and Festival team
CONTENT UPLOAD SCHEDULE WEBSITE
- Website Access (April 2016 - March 2017). - Detailed description upload: event, venue address and map location, images, video content, dates, opening times, links and press releases. (By 25 September 2016). - Public profile upload: company info, logo, website links and social media channels (By 25 September 2016). - Multiple free news articles upload: to feature on the home page and news page of the website. (All year round). - Additional content: product launches, competitions and behind the scenes activity (22 September - post Festival).
NEWSLETTER/SOCIAL MEDIA
- Festival digital campaign (May-September 2016) - remains active on these networks during the rest of the year. - Email bulletin: information about forthcoming design events from our Partners (Monthly – daily in September).
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Campaign Strategy PURPOSE - Fuel creativity. - Leverage and reinforce brand ethos. - Increase online interaction and engagement. - Create partnerships with creative independents and local organisations. KEY CONSIDERATIONS - Remain consistent to Pantones ethos and visual culture throughout the campaign structure. - Aim to educate and inspire enabling consumer connection and accessibility of purchase. - Use the most effective and individual language when conversing with followers and exhibition visitors. OBJECTIVES - Leverage Pantone’s unmistakable brand credentials amongst creative independents. - Create a stronger digital identity for Pantone, encouraging sharing,engagement and positive conversation. - Strengthen Pantone’s authentic consumer connection, through immersive and individual experience. - Colourfully introduce a partnership with local influential organisations to produce a collaborative platform for promotion. - Drive awareness of Pantone product/service breadth and quality, focusing on option avaliability and creativity enhancement. CAMPAIGN The five week PANTONE – Power In Colour exhibition campaign will celebrate the individual talent of independent ‘creatives in waiting’ and the versatility and innovation of Pantone products. The campaign will be launched in the UK as a forerunner for its potential global scale campaign, which will acknowledge colour interpretations and inspirations and enhance and apply Pantone’s understanding of personal creativity. The #Pantonepowerincolour and #LDF16 will be utilised alongside the campaign to encourage engagement between target audience and brand. Partnering with creative platform ‘London Design Festival’, the campaign will run from September 5th to October 10th (Launch date – Thursday 22nd September). The campaign will be split into three key areas pre, during and post launch, each section of the campaign will include areas of engagement as shown below. The entire campaign will work with the ATOM model at the forefront (Experience, Intrigue, Meaning, Partnership, Energy).
Fig. 23, 24, 25
- The key links to be promoted throughout the campaign are the PANTONE – Power In Colour website and ticket sales, Facebook, Instagram and Twitter pages, with a secondary focus on Pantone’s YouTube channel. PRE LAUNCH Duration – 2 ½ weeks (Commencing Monday 5th September – Thursday 22nd September) The pre launch will focus on building the awareness and interest of Pantone’s upcoming exhibition, which will celebrate new target audience the ‘Hyphenate Creatives’ who showcase their interpretation and cultivation of colour. - Employing Pantone’s Facebook, Instagram and Twitter (the brands top three social platforms) to engage target audience. Pantone will ask followers/users to upload photos and/or videos linked to the brands accounts using the #Pantonepowerincolour and #LDF16 (London Design Festival 2016). PANTONE INFLUENCERS - The campaign will collaborate with and employ Pantone influencers; key characters in creative industries that can interact and are relatable to the audience. These influencers will provide Pantone the opportunity to connect with an additional following that previously may have gone unnoticed, reinforcing a creative community (Fig. 30) - Each influencer is a fresh talent within their field, been recently featured, had past associations with Pantone and are linked to the key audiences passion points. - Influencers will be announced at the start of the campaign by Pantone via social media and will upload authentic posts about their use of Pantone colour, which will engage and direct followers via campaign hash tags to Pantone’s social platforms (Facebook, Instagram and Twitter) and their own accounts to encourage followers to engage with the campaign. Influencers will include: Eddie Opara – Graphic Designer Jessica Walsh – Illustrator Arthur Dante – Fashion Designer CREATIVE COMMUNITY - Pantone will kick-start the campaign by launching and posting a template design, which will be used by their followers; this is where the initial collaborations begins. The purpose of this exercise is to engage followers, utilise their creativity and build a partnership between brand and user, ultimately what the PANTONE – Power In Colour exhibition is all about.
Fig. 26, 27
- Pantone will post visuals such as shapes, colours and iconic London outlines (buildings, skylines and architecture) accompanied by leading questions and invitations for users to make their mark and create showing the ‘power in colour’ (Fig.31). This will allow the user to pass on their creativity to the brand in the same way, as they will in the exhibition, which fulfills the purpose of a pre campaign.
- Posts uploaded to social platforms and PANTONE – Power In Colour website will be accompanied by campaign hash tags and click through links which will navigate followers to a downloadable version. - Pantone is looking for individuals to portray not only themselves but also their passion for their industry, this could be through hand drawing, photography, digital design or illustration. They will then be encouraged to submit back to Pantone social platforms using the campaign hash tags. Submissions will feature across social platforms (Facebook, Instagram and Twitter) (Fig. 28, 29). - As an incentive for engagement, on a weekly basis, Pantone will chose their six favourite submissions which will feature in a favourites gallery, favourites will be made available for users to re-download, remix and contribute to. - The purpose of this is to build two-way symmetric conversation, increase collaboration not just with the brand but also with fellow users. Reinforcing a creative community. PROMOTIONAL FILM - The opportunity for Pantone to engage audiences via film will be utilised. - This will be launching across social platforms Facebook and Instagram on 8th September and will feature in full on social media platforms and the PANTONE – Power In Colour web page from the 22nd September. - The film will demonstrate conceptual visuals and indicate the time, date and location of the exhibition, with the intention to promote, generating intrigue and discussion, instigating a desire to attend. - Four sets of five-second teaser film clips will be seeded onto social platforms throughout the two weeks prior to the launch, which will culminate at the end of the pre launch stage with an additional 10-second clip release, uploading the full promotional film to web page and social platforms. DESIGN DESTINATIONS - As a highly anticipated and featured exhibition at the London Design Festival Pantone have been allowed to pre-promote in the six days prior to their exhibition launch commencing from the opening of the London Design Festival (Saturday 17th September). - Projections of colour will be placed at London Design Festival design destinations such as V&A Museum, Decorex, 100%Design and FOCUS/16. They will be projected in key footfall areas i.e. entrances, exits and lobbies. - The purpose of the colour projections is to promote the exhibition, generating momentum, awareness and a call to action, building excitement amongst festival attendees for Pantone’s arrival. This will feature on social media platforms, which will encourage participation with Pantone followers and encourage footfall from the passers by and general public already at the festival. Fig. 28, 29
DURING - LAUNCH Exhibition Launch Date/Opening – Duration – 4 days (Thursday 22nd – 25th September) This will be the launch of the Pantone exhibition PANTONE – Power In Colour. - The exhibition will be launched at London Design Festival, Tent & Superbrands London. - Brand coverage of the exhibition will be seeded to online social platforms Facebook, Instagram and Twitter throughout the exhibition opening. The seeded coverage will contain click through links and campaign hash tags to continue the engagement and conversation that was founded in the prelaunch stage. - For those that attend the exhibition and engaged in the pre campaign to create visuals via Pantone’s posts, will be encouraged to post a new or customise their previous submission with their exhibition generated customised colour. - Pantone and influencers will be encouraged to post statuses, blogs and content from and about the exhibition using the #Pantonepowerincolour and #LDF16 to continue momentum, conversation and participation to post launch stages. - During the exhibition colour projections will appear at Tent & Superbrands London, to fulfill the same intentions as stated in the pre-campaign. POST - LAUNCH Duration – 2 weeks (Sunday 25th September – Monday 10th October) - The post launch stage will continue to promote conversation, summarise the campaign and document the dismantling of the PANTONE – Power In Colour exhibition. - From Sunday 25th September the film will continue to feature on the PANTONE – Power In Colour website and will be uploaded to Pantone’s YouTube channel (Fig.30). - In addition a Behind the Scenes film will be uploaded to Pantone’s YouTube channel to add human aspect and reinforce campaign values (Friday 30th September). Both will be publicised on social media platforms (Facebook, Instagram and Twitter) (Fig.31). - To continue follower engagement Pantone will upload posts throughout the two-week post launch stage alongside campaign hash tags, strengthening two-way symmetric conversation. Posts will include re-posts of favourited submissions and the best content during the exhibition and leading questions to followers asking them to demonstrate how they have used their customised colour. Turning Power In Colour to Colour In Action.
Fig. 30, 31
- At the end of the post launch stage Pantone will have retained enough engagement to pass retention and further their venture, tapping into their new audiences with the development of products, services and possible opportunities of contribution.
Pantone favourite user submissions and re-post and upload them to creation gallery (F, I, T, WP)
Final 10 second clip released to complete promotional film (F, I, T, WP)
Colour projections appear (LDF)
Pantone and influencers continue conversation and engagement (F, I, T, IOS, WP)
Promotional film upload (YT)
F: Facebook
I: Instagram T: Twitter
YT: YouTube
WP: PANTONE – Power In Colour
Pantone promote development, products and possible user contributions (F, I, T, WP)
Users are encouraged to share their exhibition experience and remix creations with customised colours (F, I, T, WP)
Behind the Scenes upload (YT) and promoted (F, I, T, WP)
Pantone continue to re-post favourite user submissions (F, I, T)
Colour projections appear (T&SBL)
Influencers live blog from or about exhibition (F, I, T, IOS)
Exhibition coverage uploaded (F, I, T, WP, IOS)
Teaser film clips are uploaded onto social media and uploaded onto web page (F, I, T WP)
PANTONE – Power In Colour exhibition launch (LDF)
Influencer collaboration uploads begin (F, I, T, IOS)
Pantone incentive repost, re-tweet, like and engage in two-way symmetric conversation (F, I, T)
User-generated creative uploads begin (F, I, T)
Promote exhibition, ticket sales and Power In Colour web page (F, I, T, WP)
Pantone launch campaign with template design
- 2 ½ weeks
(5th Sep – 11th Sep)
+ 1 week (26th – 2nd Oct)
+ 2 weeks (3rd – 9th Oct)
T&SBL: Tent & Superbrands London
LAUNCH
(22nd – 25th Sep)
LDF: London Design Festival
- ½ week
(19th Sep – 22nd Sep)
IOS: Influencers own sites
- 1 ½ weeks
(12th Sep – 18th Sep)
Measuring Success As a campaign of this scale is new territory for Pantone and a vast amount of promotional activity is taking place around the PANTONE – Power In Colour launch, it is essential that all opportunities to measure the success of the campaign are utilised. Promotional Campaign (Social Media) - Number of visitors to PANTONE – Power In Colour webpage - Followers and visitors to Pantone social media platforms - Social media platform ratings - Use of #Pantonepowerincolour and #LDF16 - Number of tickets purchased online - Click through rate for online coverage - Click through rate for online content: creative submissions, full promotional film and Pantone YouTube channel - Sales figures at PANTONE – Power In Colour exhibition and website Promotional Film - Likes, comments and views on social platforms. - Shares and embeds of the film. - Click through rate to PANTONE – Power In Colour web page from social media channels after 22nd September. This strategy acheives its orignal objectives, leveraging Pantone’s unmistakable brand credentials, strengthening Pantone’s digital identity and consumer connections, driving product awareness, alongside the construction of collaborative content and partnerships. As a result Pantone will be rewarded by the opportunity to reinforce creation, expanding into an untapped market.
34.
Image References FIG 1: Image by Amy Parker FIG 2: http://www.thisiscolossal.com/2014/05/color-book/ FIG 3,4,5: http://www.comermejor.com, http://www.pantonecolorwear.com FIG 6: http://www.pinterest.com/pantone FIG 7,8,9: www.apple.com/uk/shop/buy-mac/imac, www.twitter.com/Pantone www.facebook.com/Pantone, www.instagram.com/Pantone FIG 10,11,12: http://i1.wp.com/www.ucreative.com, http://popandpartners.com, http:// pantone-cafe.com FIG 13,14: https://www.facebook.com/ncscolour/photos, https://www.dulux.co.uk/en/ articles/colour-of-the-year-2016 FIG 15: Image by Amy Parker FIG 16: https://i-d.vice.com/en_gb/article/whats-happening-to-internet-art FIG 17: http://www.pinterest.com/unknown FIG 18: http://www.itsnicethat.com/news/pantone-graphic, Image by Amy Parker FIG 19: http://www.brit.co/brightkey-pantone-ios-keyboard/, Image by Amy Parker FIG 20: Image by Amy Parker FIG 21: Image by Amy Parker FIG 22: http://londondesignfestival.com/guide FIG 23 24, 25: www.apple.com/uk/shop/buy-mac/imac, www.twitter.com/Pantone www.facebook.com/Pantone, www.instagram.com/Pantone FIG 26: http://www.youtube.com/pantone FIG 27: Image by Amy Parker FIG 28, 29: Image by Amy Parker FIG 30, 31: Image by Amy Parker http://www.apple.com http://www.youtube.com/pantone
35.