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ASSESSMENT 3
Maria Sygard Steen
Final document for Integrated Media Campaign #GoodBoy
Emilie Øijorden
Typography for Screen 2612QCA
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contents CAMPAIGN IDENTITY
4
Logo
5
Colors
7
Typography
8
Look & Feel
9
MARKETING EXECUTIONS
10
Social events
11
Social media campaign
13
Printed advertising
15
Website
18
CAMPAIGN MERCHANDISE
19
Merchandise
20
CAMPAIGN VIDEO
21
Motion Graphics Video
22
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WHAT IS #GOODBOY? A dog might just be a small part of your life, but to him, you are his whole life. Even the best people can unintentionally make their pets feel unhappy. It doesn’t take much time to acknowledge your pet the way it deserves. The mission of the GoodBoy campaign is to prevent neglect and embrace animal welfare and provide awareness that can make people reflect over their behavior towards their pet. The campaign GoodBoy is aimed towards both male and female dog owners, aged 25-35, living in urban centres with a stable 9-5 job in Australia. We will achieve this through the use of integrated social media campaign, which includes an animated video, live events, snapchat filters, a hashtag, website and print/digital advertisements.
CAMPAIGN IDENTITY
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Logo
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Colors
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Typography
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Look & Feel
Lon Lonely?
Love?
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THE #GOODBOY CAMPAIGN Integrated media is a new form of media content creation that cohesively integrates content and context across multiple platforms. In this campaign, we have used a multiple different medias that fits our goal and aims to reach our target group. We are advertising to raise awareness about dog’s mental health, prevent neglect, embrace animal welfare and provide awareness that can make people reflect over their behavior towards their pet.
MARKETING EXECUTIONS
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Social events LIVE EVENTS We would arrange events where people can bring their dogs for a big playdate in a park where they can run around and play with other dogs, and we would hand out flyers with information and for example free water for the dogs. There could be events where dog shelters bring a couple of dogs to a park to play and meet future owners. People could take dogs to children hospitals and schools for people to de-stress and have fun and learn about the cause. SNAPCHAT FILTERS For special occasions and places such as the meet and greet live event. A colorfully illustrated overlay sticker filter that you could have in your snaps when taking pictures of your dog playing happily with other dogs in a live event. A great way to make reach more people, because 29% of dog owners post more photos of their dogs on social media than their family and friends (source: www.rover.com).
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Social media campaign INSTAGRAM Post 1-2 times daily about “GoodBoy” events, news, offerings and what is going on throughout the country. The Instagram feed will use the campaign colors and fonts to make it recognizable. We will also make short animations to post to make the feed fun and eye-catching. We will sponsor 10 different ads per month geographically based on the target group. #GOODBOY HASHTAG Campaign on Facebook, Snapchat, and Instagram – The public will use the hashtag to submit feedback, questions, images, and videos about how GoodBoy is making their animals life better, changing their community and helping the pets in need.
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Printed advertising Printed advertising will be placed mainly in parks where people often walk their dogs. On garbage bins, light posts or anywhere possible. This will make our target group more likely to join the campaign. It will also be placed in public spaces, such as train stations and bus shelters, where people are often situated.
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Website A website it is the essential collection of everything that your campaign represents. It needs to function as a map for your audience to find and interact with every aspect of your campaign. In our website we want to explain what the campaign is about and what you can do to engage in the campaign.
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SHOW THAT YOU CARE Campaign merchandising is made so you are able to show everybody you did it! The products will be available for online purchase, but is mainly for events, give aways and prizes.
CAMPAIGN MERCHANDISING
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CAMPAIGN VIDEO
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https://youtu.be/6XXppZgdmQU
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