Mirroring Moments
Description
A collaboration with Samsung and Coolr to create social media content that resonates with the Gen-Z audience. Through conducting user research, trend analysis and ideation workshops with designers in industry, I conceptualised social media contents aiming to engage the Gen-Z market on Instagram. The concepts were later selected for production for Samsung’s global social media channels. The posts on Samsung’s main instagram channel @samsung accumulated over 60,000 views.
Year: Sep 2020 - Jan 2021
Location: London, UK
Project: Group project at Samsung Gen-Z Lab
Contributors: Samsung marketing, Coolr marketing, Swathi Muralidharan, Kijeong Choi, Alice Bajaj.
Responsibilities: User research 50%, concept generation 100%, concept development 60%, content design 90%.
Digital Marketing and Advertising
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PROJECT OBJECTIVES
Targeting Gen Z aged between 20-24 years old, this project aims to raise awareness of the power of connectivity using Samsung’s
This is achieve through a robust foundation of the social landscape today as well as a comprehensive understanding of how to market towards Gen-Z and which trends are worth exploring.
Curated Inspiration Hub
Visual Inspiration and authentic storytelling
Showing casing the sophistication and autheticity of the brand with striking visuals and human stories.
PLATFORM RESEARCH
CONTENT TONE OF VOICE
Setting our content guidelines that align with the core values of samsung’s brand. The content should be informative, worth showing off, authentic and, culturally relevant and communited through the following TOV.
Digital Marketing and Advertising
Where you go to find and share aspirational content, engaging human stories, and creative inspiration.
and instructive
for.
and
social
to
hone their skills and
with
news.
global brand
and publish business news
industry
and showcasing brand values.
Targeted broadcast channel Where you go to catch up with your world, curated by your friends, family and interests. Tailored messages for all audience Connecting with audience at scale but with highly targeted messages. News and Discussion Where you go to find and discuss trending real-time topics. Visual search engine Entertaining
video worth searching
Conversation at scale in real time Sharping the global conversation. On demand entertainment
instruction Where you go to find videos for work and play. World’s largest professional
media network Where professionals go
network,
keep
with
Convey
status
Establishing
leadership
Short video sharing network Where you go to find short, viral video content from influencers and celebrities - dance trends and challenges.
Connection to younger audience Conveying the fun, playful side of the brand.
Elevate
Show
Simplify Single
Portray aspirational environments
product to art
energy with dynamic visuals
focal point Be playful with colour
Gen-Z interests and priorities
They are the first group to have grown-up exclusicely wirhin the technological revolution. This means they are the first generation that have no memory of life before mobile phones.
They want to see different products and then a real story behind those products and the brand itself.
Purchasing from social media-based on comments, shares, likes and friend recommendations.
The look for an authentic and trustworthy tone of voice. Influencer recommendations drive almost double the purchases.
50% of Gen-Z stay connected for up to 10.6 hours a day.
The 4Cs
The topic of mental health is progressively becoming a less taboo topic, especially with Gen-Z turning to social media to express and share their stories and feelings.
Ethical living and authenticity are key for the Gen-Z market, they self-identify as the future inheritors of the planet and are deeply concerned or its welfare.
of female Gen-Zers only use cruelty-free products.
always look for products that are environmentally friendly.
Gen-Z core values
Gen-Z prize their own creativity. Rather than waiting to be entertained, they would make the entertainment themselves.
Gaming is the most popular digital activity amongst the Gen-Z demographic. Cross platfrom functionality is more important than ever.
GEN-Z USER RESEARCH
Community Conscientiousness Creativity Culture 50%
They
social
Tiktok Instagram YouTube 70% 44% 60% 73% 62% 58% of Gen-Zers point to managing stress & mental health issues as one of their most important health and wellness concerns. 72% Popular and sub-culture areas include: Music Film Gaming Sport 64% of males participate in gaming on their device. of females participate in gaming on their device. 84% 79%
exclusively spend all their time on
multimedia platforms:
FIRST VIDEO
Show accidental screen mirroring that causes awkward moments, with humour.
PLOT
INT LIVING - DAY - Wide
His daughter is sitting on the sofa watching TV.
INT KITCHEN - DAY - Medium
A shot from the phones POV. A Dad is sticking his tongue out to concentrate, squinting and using his index finger to tap the screen (like boomers do).
STORYTELLING
INT KITCHEN - DAY - Medium Dad stops dancing and answers the phone with a puzzled look as he knows his daughter is only in the room next door.
INT LIVING - DAY - MCU
INT LIVING - DAY - Medium
INT LIVING - DAY - Medium
The TV suddenly switches to mirror mode and we see as her dad setting up the camera.
INT LIVING - DAY - CU The daughter immediately starts laughing.
The daughter still laughing gets up from couch and opens her Palette and video calls her dad.
INT LIVING - DAYCU on phone Call dad.
INT KITCHEN - DAY - Wide A shot from the phones POV Dad is doing a Tik Tok dance like no one is watching!
A Dad (boomer) props his phone up to learn the latest dance routine, he accidentally turns on ‘Mirroring mode’. Meaning his Gen Z daughter is watching him through the TV and gets the full show. She then, laughingly, teaches him the dance VIDEO DURATION 24 seconds PRODUCTS FEATURED Sero, Palette
Over the shoulder shot, we see his daughter doing the same TikTok dance he was doing (but a lot better) on the Palette. VIEWPOINT Universal Narrator (3rd person) FORM Comedy SETTING Geniune but aspirational home PEROID Present, day time
TENSE Present, back and forth KEYWORDS Relevant, cool, family friendly. PROTAGONISTS Gen-Zer and boomer RELATIONSHIP Father and daughter PHILOSOPHY Connect the generations with Samsung Screen Mirroring and electronics. SET-UP RISING ACTION CLIMAX RESOLUTION
Convey a ‘tap tap tap’ motion of using your connected devices.
PLOT
Featuring a Gen-Z dancer and using close edits she appears to pass between her palette device and her sero TV with just a tap tap tap. Using Tik Tok style trasitions and graphic motions such as vibration and a change of background colour will give it a rhythmic touch as the video pulses with connectivity. The video seamlessly loops to the start of scene one.
INFINITE LOOP
INT LIVING - DAY - Medium
Woman is dancing a Tik Tok style dance in her living room. Our camera is in place of her phone camera and she is performing down the lens - she reaches out to the side of the frame and pulls the lense round forcing the camera to whip pan (right to left).
INT LIVING - DAY - CU
She taps the phone on the side of the TV - whip pan (left to right).
INT LIVING - DAY - Wide
The woman is on the TV (our shot is wide enough to see the TV in situ)she looks briefly surprised to be on the TV, shrugs and continues to dance.
INT LIVING - DAY - Wide
The woman is back on the phone, she looks a little shocked again but then smiles and continues to dance - whip pan (left to right).
INT LIVING - DAY - Medium
Her arm reaches into the side of the shot and taps the TV - whip pan (bottom to top)
PHILOSOPHY
Highlights the tapping function and instant connection
KEYWORDS
Rhythmic, lively and dynamic
STYLE
Viral, oddly satisfying, infinite loop video.
VIDEO DURATION 10 seconds (loops) PRODUCTS FEATURED Sero, Palette
PRODUCTION
SECOND VIDEO
Digital Marketing and Advertising
FINAL VIDEOS Published on 27 Samsung owned social channels. This include Samsung’s global instagram and Tiktok account. Statistics on the instagram handle @samsung: (As of 23 April 2021) RECEPTION 40,175 views 5,234 likes 280 comments 37,732 views 4,824 likes 206 comments
