THE CAMPAIGN STATEMENT
In the very early stages of our life, we are programmed to strive for perfection, ensuring that our uniform is neat, our appearance is tidy, and make sure that we conform to the school rules… This continues if not worsens into high school life. Then into adult life. It is a never-ending cycle of conformity to unrealistic expectations. We are striving for something that simply does not exist. Perfection is not real it is just the consequence of conformity. Are we not bored yet? Bored of conforming to stereotypes, misogyny, and conventional expectations? The need for perfection has created a society in which individuals fear their authentic identity. This issue forces us to believe that everything that makes us unique is wrong. Our confidence has been destroyed by conformity. Can we reverse this before it is too late?
THE EVIDENCE
A study conducted by the City University of London revealed that 86% of females between the ages of 18 - 30 admitted that their digital identities were not true representations of their real lives while 70% of the participants expressed that they felt pressure to showcase a ‘perfect life’ on social media.
THE OBJECTIVE
The objective of my campaign is to inspire a new perspective for generation alpha so that they are not living accordingly to the current pressures that we see Generation Z are faced with. My campaign offers a solution to the lack of confidence that conformity to perfection has caused. This means that generation alpha will have better relationships between themself and authentic identity due to my campaign.
• unique concept
• clear brand identity
• coheres to the needs of the conumer
• well researched
• niche concept
SWOT ANALYSIS
• can be difficult to undertsand concept due to the uniqueness
• may be difficult for other consumers to resonate
• brand idenity taste is subjective
• potenital collaborations
• potential viral content
• expansion
• gain more revenue
• overstauration of this field
• running out of budget
• no copyright of my campaign
COMPETITORS
When building a campaign, it is vital to establish who your competitors are to strategically eliminate what you should and shouldn’t do. When researching affirmation and playing cards to gain a sense of how I wish to display mine. I discovered that while there were a variety of affirmation cards and playing cards but not a combination of both. This is one of the strengths of my campaign as it is offering a new immersive alternative to traditional playing cards or affirmation cards. This is something that my competitors do not offer.
GENERATION ALPHA 4 PS
When exploring Generation Alpha as a future consumer, I discovered that the best method to market towards this generation would be to re-evaluate the 4 p’s of promotion. Rather than focusing on product, place, price, and promotion, it is believed that brands must turn to emotional branding, prioritising engagement, experience, exclusivity, and emotion to successfully market to this consumer.
THE PROMOTION
The place in which I intend to promote the product of my campaign is via the girl’s bathroom within female-centred bars. The affirmation playing cards will be accessible from a vending machine. I chose this type of location due to the congregation of female empowerment that usually occurs within the girl’s bathroom on a night out. A marketing strategy like this has the potential to go viral on platforms such as TikTok. I have also created short promotional videos in the lead up to the laucnh of my campaign.
THE CAMPAIGN CONCLUSION
To conclude my campaign, I feel that I have provided the best solution to the problems because I was first inspired to establish the campaign. I have clearly identified each aspect of my campaign to ensure that I have a successful response. I have developed a unique concept that is clearly cohesive with my consumer identity.
