Kirsty Moody FM2022 Portfolio
Contents 1) CV 2-17) Project One in Collaboration with Social Chain on behalf of Graze 3; Brief One 5-6; Customer Profile 7; Brand Information 8; Competitors 9; Influencer Inspiration 10-11; Ideas 12-13; Key Ideas @twins_that_travel 14-15; Key Ideas @llymlrs 16-17; @maximillianhurd 18-30) Project Two in Collaboration with Fashion One using Vans as Chosen Brand 19; Brief Two 21; Customer Profile 22; Brand Information 23; Video Platforms 24; Models 25; Style/ Location 26; Video Ideas 27; Storyboard 28; Roll out of ads 29-30; Stills of Videos 31; Contact Details
Kirsty Moody Full Time Address: 50 Keswick road Worksop Nottinghamshire S81 7PT Term Time Address: 114 Elliott Street Preston Lancashire PR1 7XN 07733451287 kirsty.moody@hotmail.com
Second year Fashion and Brand Promotion with Journalism student at the University of Central Lancashire. Hard-working and outgoing person, works well under pressure as shown with University deadlines, can work well in a team but also independently when needed. An innovative and creative thinker, mainly works with IT and software such as Illustrator and Photoshop, alongside InDesign.
Education: Outwood Academy Valley 2007-2012 11 GCSES Grades A-C including Maths, English and Science Vision West Nottinghamshire 2012-2014 BTEC Extended Diploma in Clothing and Textiles Grades DistinctionX3 University of Central Lancashire 2014-Present BA (Hons) Fashion and Brand Promotion with Journalism
Work Experience: Imogimoon (Blog) September 2015-Present Writer The Tab (UCLan) April 2014-Present Journalist Primark September 2015-December 2015 Retail Assistant Vodafone March 2014-August 2014 Retail Sales Advisor Welcome Break June 2013-March 2014 Starbucks Barista Sainsburys November 2012-January 2013 General Assistant on Produce Held the position of Vice Chairperson of Academy Fundraising and Vertical Mentor Group Monitor at Outwood Academy Valley 2011-2012 Held the position of course mentor for classmates at Vision West Nottinghamshire 2013-2014 Holds position of Course Rep for Fashion and Brand Promotion/Management at UCLan 2014-present
Referees Available Upon Request 1
Project One in Collaboration with Social Chain on behalf of Graze
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For the Social Chain project, we was given a brief set by them. The brief was quite minimal and all we were told to do was create a two week project specifically on Instagram for Graze showing the boxes as exciting, relevant and tasty with the use of influencers. We were told to look at audience, platforms, influencers and to research the brand so we understood all the concepts behind what we would be promoting.
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https://www.myvouchercodes.co.uk/graze-1
https://www.graze.com/uk/about/press
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Customer Profile
Name: Hannah Age:24 Job Role: Marketing assistant Why do you eat Graze?: “ I have a busy day working so I have Graze boxes in my bag to keep me feeling nourished instead of having a chocolate bar� About Hannah: Along with making her own smoothies to stay clear from the fizzy sugary drinks, she goes to the gym when she gets time out of her busy day, she enjoys feeling active.
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Customer Profile
Name: Kyle Age:21 Job Role: Junior Designer Why do you eat Graze?: “I like to travel a lot and with my job I have to travel to different places to get inspiration so I keep Graze boxes in my bags to make sure im snacking on good things rather than something unhealthy�. About Kyle: He is a recent graduate so he cycles everywhere which also helps him keep fit and active, he is quite money tight with unneeded purchases such as new products like the latest iPhone or car as he would rather spend money on things he thinks will benefit his life more such as the graze boxes and exotic foods.
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Brand Information
Graze is a food company that concentrates on healthy snacking. They combine wholesome ingredients and great flavours. They create a wide variety of sweet and savoury snacks. They have designed their packaging with materials that are sensitive to the environment. The cardboard that they use for their graze boxes comes from sustainable forests and is 100% biodegradable and 100% recyclable.
Graze is a brand which is active on their social media; Instagram, Facebook, Twitter and Pinterest, they like to interact with their customers and are a chatty friendly brand.
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Competitors
With competitors for Graze, it will be brands such as McDonalds, KFC and Subway as they are quick and easy meals that their customers can grab on their everyday routine rather than waiting at home for a delivery. If their customers are the type to be waiting at home then their competitors can be brands such as Hello Fresh, Diet Chef and similar brands who deliver food to your door and all you have to do is cook it. Food which will contain a lot more protein, fibre and nutrients than a graze box.
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Influencer Inspiration An influencer we looked at was Twins_that_travel, twins that travel are a personality on social media with 37.2k followers on Instagram. They are youthful, fun and we thought they would make suitable influencers as they are the type of people who would buy Graze. Secondly, we chose Llymlrs. She is a fashion blogger and youtuber. Lily has 158k followers on Instagram and she is also known as somebody who likes to cook vegan friendly foods and likes to also snack, a reason why we thought she would make a good choice as she’s representing the brand but has the style/look Graze would go for Another person we looked at was maximilianhurd. We thought he has a youthful look and would be the type of person to get involved with Graze and do something cool with the brand. He was 103k followers on Instagram.. Another influencer was, rebelrecipes who is a healthy recipe creator in the UK. On her Instagram she has 84.8k followers. The reason we choose is she is a healthy person. First, her life style is very healthy; she likes sport and does the exercise. Secondly, she loves nuts and creating a lot of healthy recipe with nut. Thirdly, the photos on her Instagram are very professional and colourful and attractive. The final influencer we looked at was asos_anna because she seems like the type of on the go person who graze boxes would appeal so as they’re easy. Her Instagram is fun and light hearted and it relates to the brand.
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Ideas
rollercoaster youtube video; “Graze have dared me to.....” youtube/blogger who has a reputuation for funny and interesting videos, posts one saying that Graze have dared me to ride this rollercoaster (alton towers, 13 type ride) whilst attempting the chubby bunny challenge
disneyland; “graze keeps me feeling active” instragram posts with the castle in the background., holding up a graze box “keeps me from feeling full on a long day”
race 4 life runner? “Graze keeps me nourished whilst training” gym bag, race4life poster, trainers, graze box
blogger, updating their blog with picture of Graze; “Graze keeps me going” laptop in background of blog, notepad with tick list, graze box
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Ideas
travel blogger; “regram with hashtag for a chance to win tickets to a mysterious getaway” picture of them with graze box, packing a suitcase with a graze box in there
blogger; “whats in my bag? NYFW” makeup, tickets, graze box, hair brush, tags brands
blogger; “food recipe includig graze” includes image of final product, tags brands
blogger; “personalised graze box” collaboration with name on box, competition regram picture to win personalised box with name on for a year
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Key Ideas @twins_that_travel
Twins that travel are two sisters who travel together and keep their instagram up to date with their adventures, they currently have 42.2k followers. After looking at their instagram, it is easy to tell that they like going on adventures and keeping themselves healthy, they basically show off their lifestyle and what they have to offer to the world. i thpught because they are different to other influencers that they will offer something different for graze, it will offer graze and their customers more opportunities. When i looked at these girls instagram I instantly thought that they would be interesting for graze as they can offer competitions for myseterious getaways, give away competitions of graze boxes with their typical holiday kit, luxury days out. For their Graze inspired posts, i decided that they would casually interact with Graze on instagram getting their followers to see the brand but not in a very obvious sponsered post, after a few interactions with Graze, Twins that Travel then post a photo of their choosing relating to the topic with the caption “For a chance to win tickets to a mysterious getaway, repost this, tag and follow @ Grazedotcom @twins_that_travel with #tttwithgraze.
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Key Ideas @twins_that_travel rollout of posts
Day One: They post to Instagram With Graze product Caption: “Love @graze snacks”
Day Three: Graze repost the photo onto their Instagram Caption: “thanks for sharing..”
Day Six and Eight: Graze post about the competition with the same tags and hashtags
Day Five: Post a photo in their style, with product Caption: “For a chance to win tickets to a mysterious get away repost this and tag and follow @graze @twins_that_travel #tttwithgraze”
Day Fourteen: Winners announced
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Key Ideas @llymlrs
l ymlrs (Lily Melrose) is a fashion/beauty/lifestyle blogger, she uses instagram actively to show off her current purchases/adventures. Lily also likes to cook vegan friendly foods, she currently has 160k followers. After looking at her instagram, you can figure out what kind of person she is, shes quite an individual and thats shown all throughout her posts. She basically shows a differrent side to the typical fashion beauty blogger. i thought because she is different to other bloggers that she will offer something different for graze, it will help expand their followers as they will be intrigued as to why a beauty blogger such as lily is a fan of them, it will offer graze and their customers more ideas. When I looked at Lilys instagram I instantly thought that she would be interesting for graze as she can offer giveaways linking with graze boxes and the products she loves the most, she can create youtube videos talking about different recipes she has created using Graze products and other similar products. For her Graze inspired posts, i decided that as she had recently been to New York Fashion week she could upload a whats in my bag? youtube video, talking about all her different products and mentioning her graze box, then she would take a screenshot of all the products in her bag and uploading it to instaragm reminding people to watch her video, tagging graze and all the other brands. Graze would then repost her image captioning “thanks for sharing”. The second Graze inspired post she would do, is a youtube video showing a recipe she has created using a few Graze products, whether thats a dessert or a full meal, that would be Lilys choice, after uploading the video to youtube she would later on upload a screenshot of the finished product with the caption “want to try this recipe? use this code for 20% off Graze products LLYMLRSGRAZE10”, then Graze would repost her image.
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Key Ideas @llymlrs
rollout of posts
Day One; What’s in my bag NYFW video YouTube Tallks about the products and why she uses them, why she has them in her bag
Day Eight; Youtube video of recipe including graze product, Lilys choice of recipe, talking through what she does and why she likes it so much,
Day Nine: Photo of recipe/ product on Instagram. Tags Graze. “Want to try this recipe? Use this code for 20% of graze products LLYMLRSGRAZE10”
Day Two; Screenshot of inside of bag from youtube video “hey guys check out my latest youtube video!” tags graze and other brands.
Day Four; Graze reposts the photo. Captions “thanks for sharing, we’re glad you love our tasty snacks as much as we do!”
Day Ten; Graze repost photo, “Looks Yummy! We may just have to stel your recipe! Use this code for 20% of graze products LLYMLRSGRAZE10”
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Key Ideas @maximillianhurd
lmaximillianhurd (Max Hurd) is a male model/fashion blogger, he uses instagram actively to show off his amazing style and showing all the different adventures hes up to, he currently has 105k followers. After looking at his instagram, you can see he likes the finer things in life and pays attention to all the little details, whether thats on his clothes or the background of his imagery. With Max, he is able to show how a male sees the fashion industry and how he reacts to the changes so I decided he would be quite good to have as an influencer as people will follow him purely because he is a male fashion blogger and he has a different insight and portrays that throughout his instagram. When I looked at Maxs instagram I instantly thought that he would be interesting for graze as he can offer a different lifestyle and a different perception of why he uses Graze and how it fits into his life. For his Graze inspired posts, I decided that Max could post a mixed image basically showing a day in the life of him, showing the products he uses and the types of snacks he has throughout the day, tagging the brands that he uses, with then Graze regramming the image making them both stand out more. To carry on with the interaction with Graze, Max would recieve a Graze box with all his favourite snacks with his name on the box, after recieving the box he would take a picture and post it on instagram thanking Graze for the box #mygrazebox #grazecraze. Graze would then regram his post with a money off code for a personalised box asking people to upload their boxes with hastags #mygrazebox #grazecraze and Graze and Max will pick one of the posters to win a years supply of Graze boxes.
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Key Ideas @maximillianhurd
rollout of posts
Day One: mixed image uploaded to Instagram showing a day in the life of max, products he uses/ eats, tagging brands
Day Eleven: Graze would then regram his post with a money off code for a personalised box asking people to upload their boxes with hastags #mygrazebox #grazecraze and Graze and Max will pick one of the posters to win a years supply of Graze boxes.
Day Three: Graze regrams Maxs image, “nice to see youre enjoying our lovely treats! Keep your eye out for the surprise heading your way!”
Day Seven: Max receives a Graze box with all his favourite snacks with his name on the box, uploads an image of the box “thankyou Graze for my amazing personalised box, youre the best! #mygrazebox #grazecraze”
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Project Two in Collaboration with Fashion One using Vans as the chosen brand
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For the Fashion One project, we were set a project asking us to challenge the norms of traditional men’s fashion advertising techniques. We were asked to move away from fashion shoots and challenge ourselves to films. We had to work in groups to create a film for a brand of our choice. For my group’s brand, we chose Vans. We decided on Vans purely because this brand is quite different to your high end brands where they have quite a wide range of customers so it was more of a challenge to decide on what types of adverts they would have for their brand so it made us work harder to actually portray the brand.
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Customer Profile
Vans’ target customer is a male age 18 – 24. He is active and individual. He listens to alternative music (rap, rock or indie) and is often a creative individual. The Vans’ customer is likely to be a student, or in employed some sort of creative industry.
The ‘music’ one Loves music Plays an instrument Likes indie and rock music Most formal dresser of Vans’ boys, wears leather jackets and skinny jeans
The ‘bike’ one Into biking (BMX or mountain biking) Most reserved in terms of fashion Like hoodies and sweatshirts Listens to different kinds of music
The ‘skate’ one Wears bucket hats and beanies, printed vintage shirts, white socks and shorter trousers Listens to rap music Skates often
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Brand Information
Vans is an American manufacturer of shoes, based in Cypress, California, The company also produces apparel and other products such as T-shirts, hoodies, socks, hats, and backpacks. As of August 2013, the brand is active in the actions sports industry and sponsors skateboard, surf, snow, BMX, and motocross teams. Since 1996, the company has also been the primary sponsor of the annual Vans Warped Tour traveling rock festival. The brand is quite popular with many different types of people, their typical customers and other people who just enjoy their style of shoes. As the style of the brand is quite an “individual� style it is an obvious brand to use with skateboards and bikes showcasing a sports element for the not so sporty people.
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Video Platforms
The video platforms we decided to use were; Youtube Twitter Spotify Facebook Instagram Using platforms such as Spotify would be realistic as VANS already have skating playlists, it is also a platform a typical VANS wearer would use. YouTube is a platform that is very important. The videos we have created would for one be placed on there as it’s accessible, and easy for users to discover. Twitter is a platform that VANS users would typically use. We thought that because Twitter was one of the most popular social platforms out there right now it was important to include this. Facebook is a social media platform that a lot of people use, it’s the starting point in their social media so it makes sense for VANS to post where most people will be looking. Lastly, we looked at Instagram. A platform that is peak right now for posting clips and filtered pictures, a highly important platform as they fit the brand for VANS and the way you can use Instagram is beneficial to VANS customers.
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Models When we were thinking about the model process we thought about the use of real people. The use of real people seemed much more brand appropriate and would create an active and a very real vibe which was what our aim was for creating the TV ad. Our models all have individuality as this was the aim. We used skater boys, a mountain biker, a musician, and a typical beach indie male. All of these people were in their usual/typical surroundings and this made it easy for shooting them natural and real. We wanted each clip in the TV ad to be individual so this is where we found a number of different stereotypical and brand appropriate real people who would ‘model’ for us. We found youths at a local Preston skate park and Friends who we knew were brand appropriate for Vans. Here are a few screenshots of the models we actually used in our videos.
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Style/ Location The style will fit with the target marketing. as we want it to be showcasing the day of a life for a Vans customer. We want our customer thinking that the style is comfortable and useful as well. So when we were thinking about the style it originates from the real people. The style can be street, casual or sport , its the natural style we can find in our lives, it may look like your friend who like skating. The location of our shoots showed the style of a typical Vans customer, we wanted the video to look like a more realisstic day in the life of a Vans customer rather than a staged promotional campaign. We used skate parks, beachs and woods to show that it is a typical Vans customer.
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Video Ideas 1) A day in the life one specific model, skating and doing tricks, making it all about his outfit and what he’s doing, looking at the skate park all the details with the vans logo in the background
2) a day in the life Mixed video showcasing all the different Vans customers and their style alongside what they enjoy doing, skating, biking, walking on a beach
3) The store experience Showing around a Vans store, the different items, people trying them on showing how they’d wear them, making the store experience more important
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Storyboard
For our video we wanted to document the lives of the Vans’ customer. After research we realised that there are lots of different lifestyles to these customers, so we wanted to show what the indiviudals loved best and what would portray the brand most. Skateboarding, mountain biking, being at the beach, listening/ playing music. However it was important for us to demonstrate that even though all these people are different, they have one thing in common, their love for Vans and making the brand fit their own individual style.
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Rollout of ads
When?
Spotify
Monday
1X9 second clip appearing on the free trial/non premium starting at 1am GMT time.
1X5 second clip posted at 1am GMT time. Screenshot of still taken from video posted at 8am GMT time.
Tuesday
Wednesday
Start of a 6 photo grid, first image posted at 3am GMT with a new one posted every 2 hours. 1X12 second clip replacing the 8 second clip
YouTube
1X9 second clip posted at 1pm GMT time.
Posts a status at 1am GMT: “Hope you’re excited, we’ve got an amazing surprise heading your way very soon!”
1X5 second clip posted at 7pm GMT time. “Sneak peak to our brand new video” 1X12 second clip posted at 11pm GMT time.
Posts 1X5 second clip at 12pm GMT time
Thursday
Posts 1X12 second clip at 1pm GMT time
Friday Saturday
1X12 second clip posted at 6pm GMT time.
1X12 second clip posted at 11am GMT time.
Sunday
Screenshot of still taken from video posted at 8am GMT time. “don’t worry there’s still lots more in store!”
Monday Tuesday
Screenshot of still taken from video posted at 8am GMT time.
Wednesday
1X9 second clip posted at 1pm GMT time.
Thursday
1X9 second clip posted at 12pm GMT time
Friday Saturday Sunday
1X30 second clip replacing the 12 second clip.
1X30 second clip “So we’ve been teasing you all week so heres our brand new video!”
1X30 second clip posted at 1pm GMT time.
1X30 second clip “So we’ve been teasing you all week so heres our brand new video!”
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https://youtu.be/mvRjH3X06lA https://youtu.be/Z-IjLaAU4YQ https://youtu.be/Iam9zsZ-AJc https://youtu.be/rPD2Nfd742Y https://youtu.be/JDrW9Zq2R-w
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Contact Details: Email address: Kirsty. moody@hotmail.com Email address: kmoody1@uclan.ac.uk Blog address: https://hiitskirstyy.wordpress.com/ Twitter account: @hiitskirstyy Instagram: @hiitskirstyy
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