EMILIANA AYALA • SEC 01
LIST E N
R B ODY U O Y TO
Sarah Stevenson is health and fitness social media influencer from Australia. Sarah, known as Sarah’s Day, has a large following on YouTube, Instagram, her personal blog and podcast. Her YouTube Channel has 1,064,078 subscribers and her Instagram has 692,000 followers. Sarah has a organic approach to her videos aim to inspire her audience to life a healthy and active lifestyle, enjoy life to its fullest and have an overall positive perspective in their daily lives. Sarah’s mission is to reshape the health and fitness world. She does this by approaching this intimidating industry with her personal stories and experiences. Sarah’s easy to follow fitness guides, activewear line, lifestyle and fitness related videos, and healthy snacks such as protein balls and Deluxe Mix products, allow her audience to get a better understanding of how to get into fitness, stay motivated and live a healthy balanced life.
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ABOUT SARAH
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o • p tim h m is This campaign will focus on Sarah’s healthy lifestyle products such as her active wear line, trail mix, protein balls and fitness plans. The goal of this campaign is to attract customers and increase sales throughout product lines while encouraging women ages 18-30 to live healthier lifestyles.
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CAMPAIGN GOAL
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ation nt fitness healthy eating adventurous optimism
According to the Australian Institute of Health and Wealthfare, about 54% of Women ages 18-64, do not complete amount of sufficient exercise. Of that 54% of women, 37% stated that they do not have time to exercise (AIHW). Based on these statistics and Sarah’s Day main target audience, the segmentation of the campaign will focus on 18 to 30 year old women who value working out, eating healthy, exploring the outdoors and having with an optimistic mindset. This segmentation is broken up into three hyper-segmentations which are, health and fitness enthusiasts, people with have paleo based diets, and future creatives.
The health and fitness enthusiasts are women ages 18 to 30 who belong to the middle class and have who’s minimum level of education is a Bachelor’s Degree or Diploma. These people live all in the Eastern suburbs of Sydney, Australia (AIHW). They are determined, hard working, self motivated and have a passion for working out. These people value healthy eating and loving finding new cooking recipes to try out. They appreciate honesty and genuine people who are true to themselves. Theses women are committed to the gym and strive to see results in their physical bodies and overall health, in order to become the best version of themselves. The fitness enthusiasts are loyal to brands that meet their needs and have practical purchasing choices that contribute to the healthy lifestyle that thy live in.
The paleo based eaters are women that range from ages 18 to 30 and belong to the middle or upper class. They have a minimum level of education is a Bachelor’s Degree or Diploma and live in the inner northern city of Melbourne, Australia (McSweeny & University of Melbourne). These women follow a demanding diet as a result of preference or health restrictions. These are people who are sustainably focused in their every day lives and love finding new recipes that fit their plant based eating habits. The women within this group enjoy being one with nature and partaking in outdoor activities such as hiking, surfing, swimming and cycling. They are loyal to brands that align to their sustainably focused values and their purchase intents are practical.
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The future creatives are women who range from ages 18 to 24 . These women are students that belong to the middle class and are working towards completing their Bachelor’s Degree or Diploma in a creative industry such as, photography, film, fashion, or graphic design. They live in the suburb neighborhoods of Bryron, Australia (Regional Australia Institute). They are hard working, responsible, dedicated people who strive to become successful creatives. These people are tech savvy and enjoy watching YouTube and are inspired by motivational videos. They love traveling, partaking in outdoor activities and aspire to have creative jobs that will assure that every day is a new adventure. These women are loyal customers to brand that meet their specific needs in the given moment. They have practical and personal buying intents that align with the life they desire to live.
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2 E-COMMERCE • Online store where customers can purchase all of Sarah’s Day products
2 WEBSITE • Links all the campaign platforms
1 EVENT INVITATIONS • Pop up Invitations sent based on
• Contact: SezzyQs - personal questions for Sarah via email, Hello@ Sarahsday.com • Free subscriptions to content (access to exclusive facebook group
2 BLOG • Focused on healthly eating
website subscription and will be sent via email • Not an exclusive event - if you sign up for the free subscription you’re invited!
• Recipes for breakfast, lunch, dinner and snacks • Journal section for motivational content and personal stories
DIGITAL CONTENT
2 FACEBOOK • Focused on the Sarah’s Day
Community • Members post followed or new recipes, work out progress, and review products
2 YOUTUBE • Daily vlogs, informative sit down videos - tips and tricks for health + fitness, and creative careers and Q&A’s videos
SOCIAL MEDIA
2 INSTAGRAM • Curated content by Sarah’s Day
2 LIVES STORY • Personal live story with Sarah about new launches
2 ADS • Promotes pop up event, fitness master class and product launches
2 POSTS • Promotes website content (blog and ecommerce)
DIGITAL CONTENT PRINT EVENT SOCIAL MEDIA DIRECTLY RELATED WITHIN PLATFORM RELATED CONTENT
1 ENDS WITH CAMPAIGN 2 CONTINUES AFTER CAMPAIGN 3 OCCURS ONCE
3 TAKE AWAYS • Recipes Postcards for pop
up shop event (vegan deluze mix loaf, superfood cookie dough, crunch granola bar)
3 POP UP SIGNAGE • Pop up posters - informational and decorational
EVENT
3 FITNESS CLASS • Location: Rhino Health and
Fitness • Take a intermediate class lead by Sarah • Participants will be given invitation to pop up event • Trail mix and protein ball samples will be provided
3 POP UP SHOP • Location: Nordstrom
• Promotion of event and invitations via social media • Deluxe trail mix and protein balls promoted through smootie bowl bar • Promotes activewear and workout program • Giveaway tote bags
NARRATIVE
This campaign will focused on incorporating a healthy lifestyle into our busy life schedules. With a motivational approach, Sarah’s first hand tips and tricks will be the tone used to communicate to the targeted audience. This raw tone reflects Sarah’s values and allows to audience to relate to Sarah on a personal level, ultimately creating a deeper connection between the audience and the Sarah’s Day brand.
SPREADABILITY
Spreadability refers to the ways in which the campaign will spread and reach the optimal amount of people. For the Sarah’s Day campaign this is done through the various digital platforms such as Instagram, Facebook, YouTube, website and through the pop up shop event. These platforms have a different approach and display various content that will attract the targeted audience however have the same consistent tone, ultimately spreading the campaign. The Instagram platform approach is curated content by Sarah. This consists of live stories, advertisements and posts. Sarah’s live stories consists of a personal chat informing the audience about new launces and sneak peaks on future plans. The advertisement posts will work to promote these new product launches, blog posts, pop up shop events and fitness master classes throughout the campaign. Furthermore, the Instagram posts will provided detailed information about product and will share a glimpse into Sarah’s busy but healthy lifestyle. The Facebook platform has a community based approach which is all about building a tight knit following. This is a private group that is available only for followers that subscribe to the Sarah’s Day website. The Facebook community allows for members to influence each other in positive ways by sharing followed or new recipes, work out progress, reviews, or advice with other users. This inclusive group is welcoming and creates a motivating environment for women to share their healthy lifestyle journeys. The YouTube platform will have a personal approach. The video content will be in vlog formats, allowing followers to get an authentic perspective on Sarah’s very day life. There will also be informative sit down videos that provide tips in tricks relating to the health and fitness and creative careers, including but not limited to, breaking old habits, how to get started in the creative field you want, hitting a plateau in progress, side hustles. Lastly, there will be specific Q&A content that will allow for direct connections between Sarah and the user. These questions will be asked through Instagram story and will be answered in a YouTube video. The Sarah’s Day website focuses on two aspects: e-commence and blogging. The online store features all products and is available world wide. The online shop will focus on selling and providing detailed information about each of the products. The blog section of the website will be more focused on recipes, story telling and advice. This section will have specific recipes created with Sarah’s ingredients and a personal journaling section that will provide users with spontaneous, raw thoughts, motivational content and personal stories to create a personal connections with the audience. The pop up shop is an event that encompasses all of Sarah’s Day’s products and services. This is an inclusive event that only requires individuals to sign up for the free website subscription in order to receive an e-invite. The pop up will be located in Nordstrom and will promote Sarah’s Day’s active wear collection, deluxe trail mix, protein balls, and fitness plans. The pop up shop will also feature a smoothie bowl bar for participants to create their own smoothie bowls and sample Sarah’s Day’s deluxe trail mix and protein balls. The pop up event is a way for the members of the Sarah’s Day community to interact with Sarah and with each other.
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DRILLABILITY
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The health and fitness enthusiasts will be targeted specifically with three different platforms within the campaign. The first one is through the Facebook page. The community page will motivate this hyper-segment through the progress pictures and stories posted by other members. This will show unedited, authentic proof that supports Sarah’s fitness plan that will encourage members to purchase the fitness plan that fits their needs. The second platform that caters to the health and fitness enthusiasts is YouTube. This content on this channel will include informational sit down videos with health and fitness tips and tricks, and Q&A’s content that will address real questions being asked directly to Sarah by members. Lastly, the health and fitness enthusiasts will be targeted through the fitness master class lead by Sarah. This is a chance for this hyper-segment to work out with Sarah and get a better idea of the work outs within the fitness plans. The paleo based eaters will be targeted directly through three different platforms. The first is through Sarah’s Day’s blog. The blog posts will feature plant based recipes for breakfast, lunch, dinner and snacks for members to follow. The Facebook platform will also cater to this hyper-segmentation as members are able to post their own recipes or follow other members plant based recipes that fit their dietary plan. Lastly, the women that follow paleo based diets will be targeted through the pop up shop’s smoothie bowl bar. This will allow these women to create their own smoothie bowl and sample Sarah’s deluxe trail mix and protein balls. The future creative hyper-segment is targeted through two different platforms. The first is through the Sarah’s Day YouTube channel. The sit down videos will provide informative content on working in creative fields and will tackle topics including but not limited to, side hustles, networking, and how to get started in the career that you want. The Q&A videos will also allow users to ask specific questions that Sarah has not addressed within the informative videos. The next platform that will target this audience is the blog. The journal type blog posts will provide users with motivational content and personal stories that will help the audience over come the common road bumps and insecurities that pertain to having a creative job.
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CONTINUITY
Continuity refers to the idea of unified experience within advertising. In the Sarah’s Day campaign, this is seen through the use of the pastel colour palettes, the typeset that was developed to represent the campaign, the warm photo edition and the hashtag. The campaigns pastel colour palette consists of rose, peach, charcoal and white as main colours, and kale green, and sunshine as ascent colours. The typeset that was developed for this campaign consists of three different typefaces: Brandon Grotesque, Proxima Nova and Charter, that work together in different sizes and weights to portray a welcoming, feminine, playful aesthetic. The warm photo lighting is edited to contribute to the welcoming and healthy aesthetic for the campaign. Finally the use of the hashtags: #Sarahsday and #listentoyourbody are used consistently in the content in order to reinforce the meaning of the quote and allow for posts to be tracked. These visual elements come together to create a clean and cohesive experience for the audience.
MULTIPLICITY
Multiplicity refers to the interpretation of users and encourages the creation of audience-generated content. Sarah’s Facebook page is a community based platform that encourages members to interact with each other by sharing followed or new recipes, work out progress, reviews, or advice with other users. This private Facebook page will be accessible only once the individual has subscribed to Sarah’s website. In doing so, the Facebook community is unlocked and members will have access to helpful insight from other Sarah’s Day’s followers. Overall, this approach will create a welcoming and encouraging environment for users and build a close knit community while providing direct feedback for Sarah to constantly improve and continue to meet her customer’s desires.
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IMMERSION
Immersion refers to entering the world of story through real world events and collaborations. In order to create immersion throughout the campaign, Sarah’s Day will collaborate with Rhino Health and Fitness gym to bring health and fitness enthusiasts an intermediate class lead by Sarah herself. Rhino Health and Fitness is an elite gym that prides itself on creating an infectious and enthusiastic training environment for all capability levels (Rhino Health and Fitness). Being the gym that Sara trains at in her daily routine, this collaboration is a great fit. These classes will be advertised through digital platforms such as Instagram and the Sarah’s Day website. The fitness master class lead by Sara will bring the community together while doing what they love - working out. The structure of the class will mimic gym sessions from Sarah’s fitness plans working as a sample that will give participants insight on the types of workouts that the plans encompass. This will create exposure and increase sales as participants will be able to consult trainers and choose the plan that best fits their needs. This event will also feature samples of the protein balls and trail mix after the workout session. This will create exposure to these healthy products that can be used multiple recipes to cater to each individuals busy lifestyle. Each of the fitness master class participants will also receive a personal invitation to the pop up event at Nordstrom, where they will be granted VIP access to the event. The VIP access allows early arrive up to an hour before the event is opened to the public and gives them first choice on products being sold.
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EXTRACTABILITY
Extractability allows the audience to take part of the campaign and incorporate it into their every day lives. This campaign will have two forms of extractability to reinforce this principle. The first form of extractability is the quote “Listen to your body”. This quote is constantly referred to by Sarah and really encompasses what she stands for. Sarah differentiates herself as a health and fitness influencer by being transparent and sharing her personal experiences. In todays day, society creates all sorts of pressure to be perfect. The health and fitness industries work as enablers to work towards improving and reaching this state of perfection however, often these goals take over and start to have a impact our lives in a negative manner. Sarah constantly reminds her followers that in order to be truly healthy and content we must listen to our bodies. This well-rounded quote can be applied to various situations in live and works as a extractability that will impact the audiences lives positively. The second form of extractability is through tote bags. These bags usually aren’t part of individuals’ intentional purchases, however they are extremely versatile and cater to any individuals’ needs. These Sarah’s Day tote bags is a medium size bag that feature a minimal, feminine, aesthetically pleasing design. This size and clean design will allow the audience to include the tote bag in their daily lives, for example, to the gym, to school, shopping or however they prefer, and will become a constantly reminder of the Sarah’s Day brand.
WORLD BUILDING
The Stroke Foundation is a national charity that partners with communities to raise funds and awareness (Stroke Foundation). With stroke survivors, healthcare professionals and researchers, The Stoke Foundation is able to prevent, treat and beat stroke (Stroke Foundation). With 33.7% of Australians adults experiencing high blood pressure, it is significant for Sarah’s campaign to partner with The Stroke Foundation in order to inform the public about strokes (AIHW). This partnership will allow Sarah’s followers to book a consultation with a Stroke Foundation professional healthcare provider for personalized care and program recommendations such as, prevention programs, treatment and recovery programs, and customized nutrition and activity plans to improve overall health. This will ultimately show the impacts of physical activity on an individual’s overall health and encourage the audience to alter their daily habits for the better.
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cognit i The halo effect imposes positive or negative impressions based on their thoughts and feelings on another company, organization or person that has some sort of connection to the original subject being judged (DeMers, J). This cognitive bias is used in two different ways to back up the tips and tricks that Sarah promotes through the different campaign platforms. The first is Sarah’s physical appearance. Being fit herself and showing glimpses of her working out shows imposes a positive impression on the fitness plans that she sells. This guides the audience to think that if her curated fitness plan did not work then she would not be as fit and have the physical appearance that she has. The second way that this is shown is through her following on YouTube and Instagram as well as brand deals. These aspects portray that she is a successful creative and has a successful brand that is continuously growing. Sarah’s personal experience validate her advice, and tips and tricks that she provides for future creatives. The last cognitive bias that is used in the campaign is the bandwagon effect. This refers to promoting popularity by virtue of existing popularity (DeMers, J). In the campaign, the existing popularity refers to the need for perfection and the healthy trend that more and more people are partaking in. This is addressed through the fitness plan and healthy recipes. These products and services are enablers for the desired fit body and healthy lifestyle that is trending.
biases
The cognitive biases used within the campaign are the halo affect and bandwagon affect. These cognitive biases are used to guide the audience’s thinking process and cater to the audience that is being targeted.
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e d i u g TYPOGRAPHIC RESEARCH BRANDON GROTESQUE
Brandon Grotesque is used in Sarah’s Day’s main typeset used in her branding. This is a bold san-serif that is visually geometric. This typeface was designed by Hannes von Dohren, a Germane graphic and type designer. He has previously released other typefaces through Linotype, ITC and T26. Brandon Grotesque is used for websites, logos and commercial projects. Different variations of this typeface are used for the main heads, drop cap, captions and pullquotes. I chose this typeface because it is a bold typeset that portrays an empowering brand.
PROXIMA NOVA
CHARTER
The Charter Roman font that is clear and professional. With narrow capitals and angled weight stressed in lowercase bowls, this font conveys versatility. This font was designed by Matter Carter in 1987 and is inspired by old style typefaces developed in the 18th century. Charter Romans is used for Sarah’s Day’s deck, side bar, and collectors. I chose Charter Romans because it complements the Brandon Grotesque and Proxima Nova visually. It is a visually heavy font however it gives visual contrast against the other bolder fonts used in the typeface.
Proxima Nova is used in Sarah’s Day’s branding. This is a serif font that has an organic feel. Proxima Nova was designed by Mark Simonson in 2000 and has been used in websites, logos and commercial projects ever since. I chose this typeset for the Sarah’s Day’s for the slug, subhead, body copy and credits. I chose this typeset because it complements the Brandon Grotesque and Charter typefaces and creates a balanced hierarchy within thhe typeset.
SLUG Proxima Nova Medium Small Caps - 10pts/ 10pts MAIN HEADS/TITLES Brandon Grotesque All Caps - 50pts/ 46pts DECK Charter Roman 14pts/ 16.5pts
SUBHEAD Proxima Nova Medium All Caps - 12pts/ 10pts BODYCOPY Proxima Nova 8.5pts/ 10pts
SIDE BAR Charter Roman 8pts/ 9pts
PULLQUOTE Brandon Grotesque 40pts/ 30pts CREDITS Proxima Nova Small Caps - 10pts/ 10pts
health + fitness
SARAH’S DAY
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DROP CAP Brandon Grotesque 4 Lines
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CAPTION Brandon Grotesque 8pts/ 8pts
listen to your body credits. credits. credits.
Sarah’s Day
COLLECTORS Charter Italic 9pts/ 8pts
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SEMIOTICS
This campaigns uses various signs individually and collectively in order to communicate a clear message. The first sign used the circle. This is used in Sarah’s logo as well as throughout the graphic design in posters, invitations, signage and take away cards. The denotative meaning of the circle is closed plane curve in which all points at the same distance from the centre. The simple denotative meaning is far from the complexity of the connotative meaning. The circle, in a connotative meaning is a universal symbol for wholeness, original perfection, the self, infinity, eternity, timelessness, life and god. In the context of this campaign the use of the circle represents the self and the timeless cycle of taking care of our bodies. The other symbols used in this campaign are conveyed through symbolism. The use of the colour pink and warm lighting in photos work together to bring the campaign together in a cohesive manner. The colour palette of this campaign consists of pastel colours and the main colour for the campaign is rose pink. This colours is used in the campaign to portray femininity, motivate girl power, and show playfulness. Throughout the campaign the use of warm lighting is used within the photos even when most of the background is white. This portrays a healthy, playful and happy aesthetic that is complimented by the colour palette.
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blog all • food • journal
because we never feel good enough...
best green smootie i’ve ever made!
beauty bomb breakfast
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RECENT POST
swipe up for the recipe
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u p p o p INGREDIENTS
1 cup Mixed Roasted Nuts 1 cup Activated Buckinis 3/4 cup Dried Cranberries 1/4 cup Shredded Coconut 1/2 cup Dried Currants 1 tsp Vanilla Powder 1 cup Rice Malt Syrup 1 tsp Cinnamon
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INGREDIENTS
1/4 cup almond meal 1/2 zucchini (grated) 1 tbsp buckwheat flour 1/2 tsp vanilla powder 1/2 tsp cinnamon 1/2 tsp nutmeg 1 tsp coconut sugar 1 tsp rice malt syrup 1 tsp coconut flakes 2 tbsp flax meal 1 tsp hemp seeds
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INGREDIENTS
1/4 cup almond meal 1/2 zucchini (grated) 1 tbsp buckwheat flour 1/2 tsp vanilla powder 1/2 tsp cinnamon 1/2 tsp nutmeg 1 tsp coconut sugar 1 tsp rice malt syrup 1 tsp coconut flakes 2 tbsp flax meal 1 tsp hemp seeds
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INGREDIENTS
3 very ripe mashed bananas 1 cup blanched almond meal 1/2 tsp organic powdered ginger 1 tsp organic vanilla bean powder 1 flax egg 1 tbsp organic coconut oil 1/4 cup agave nectar 1/2 tsp pink Himalayan salt 1/4 cup cacao nibs 3 tbsp Maca Powder 1 tbsp Camu Powder 2 tbsp Chia Seeds
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YOU’RE INVITED!!
SARAH’S DAY // POP UP
Join Sarah at Nordstrom on July 6th at 6pm for the first ever Sarah’s Day pop up shop.
SARAH’S DAY // POP UP
Join Sarah at Nordstrom on July 6th at 6pm for the first ever Sarah’s Day pop up shop.
click to shop now
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