´Grasping context: They want to amplify brand presence, increase brand awareness, and ultimately drive sales. They aim to engage customers through aesthetics, sharing lifestyle inspirations and creating candle enthusiasts. Not necessarily high-class, but also not cheap, they pride themselves on high quality Collaborate Rice Bowls, non-profit organization providing to orphans around the world industry: broad industry, not many leading companies. Companies often sell candles, but don’t specialize in them. Well-known candle focused companies are yankee candles. Background: Based in South Carolina USA revenue 5.2 million dollars 18 employees - small company founded 1998 potential companies: yankee candles revenue: 818 million dollars, much bigger scale Brief analysis: problem: conflicting aesthetics? -> not one specific target working on the digital image (not looking cheap, should look like high quality) too less followers on Pinterest - everything is to girly!! - should be more neutral, chic - no man/boy would buy it our task: create a more concrete aesthetic, become more high quality looking, website looks slightly cheap, and make it for a bit older people Key objectives (main goal, aim, approaches): - raising awareness - driving sales - increase brand presence (especially Pinterest) - creating & strengthening their community (cozy lifestyle) Are you open to straying away from the very “girly” pink aesthetics, especially on instagram, in order to engage a wider and slightly older target audience? They’re a relatively small company -> how able are they to restructure their social media presence/website page Best would be to partner with some influencers, are they open to spend money on that? Constraint: US based, don’t have much of a platform outside of the US. They have a european website, but it is not very aesthetically pleasing Hard to convince people who do not like scented candles in general Easier to keep your community limitation: targeting quite a small audience group Target audience: young adults (18-25), students or working people - mainly girls (but not too girlie, should be appealing for boys as well), especially pinterest users, aesthetics oriented. - care about lifestyle - care about coziness/home/hygge - also as presents - different situations/locations like kitchen, bath, living room, dining, bed room - normally without kids- so no danger for the kids with many candles - for enjoyment, pleasure Get a bit more international Its for IG & Pinterest, so we stay with a younger audience & neglect the possible older audience target audience research: identify demographics: understand psychographics: analyze pain points and challenges: understand needs and expectations: create persona template: From targeting demographic to targeting mindsets Mindset: - it should be cozy for myself/themselves - cozy/comfortable environment for friends/family/visitors - aesthetic decorating for christmas - conscious about scent Behaviors & Value - caring about looks & aesthetics & atmosphere - feeling comfortable - gifting others - people that like to be at home - home bodies - caring about good/high quality products– no plastic - environmentally conscious - no plastic and soy based candles Targetable - Pinterest & Instagram - through “aesthetic” influencers - more digital than print Target audience research - demographics: 18-25 years, mainly girls, middle class, Europe and US - psychographics: - caring about looks & aesthetics & atmosphere - - feeling comfortable - gifting others - people that like to be at home - home bodies - caring about good/high quality products– no plastic - environmentally conscious - no plastic and soy based candles pain points & challenges: might be to expensive Interview guide: 1. How old are you ? 2. Where do you live ? 3. Which gender do you identify yourself with ? 4. What is your occupation ? 5. What are you doing in your free time ? (sports, creative stuff, spending time with friends…) a. Going out/ staying home with your friends ? 6. Do you have a boyfriend/girlfriend ? 7. Could you describe “a perfect date” in your opinion ? 8. What are other passions? 9. Do you live alone or with roommates? a. Do you have a common room? b. Do you use that a lot with your roommates and/or alone 10. Have you done anything design wise to your room/common living room? - if not where do you spend the most time in your apartment? 11. Think about last week, did you spend a lot of time at home ? 12. How would you describe your own room? a. did you spend a lot of time on the interior? 13. In the winter, how do you create a cozy atmosphere? 14. What type of media do you consume the most? a. what time of the day do you consume these media(s) b. Why do you use a certain type of media ? (eg. Pinterest for aesthetic inspirations) 15. If you need life advice, who do you go to ? 16. And if you need product advice, who do you go to? 17. When you are interested in a product, what are the criteria which convince you to buy it ? 18. thinking about last week, were there any pain points or challenges? a. anything that you were complaining about ? 19. Do you have a pet at the place you live right now ? 20. Do find it hard or easy to find presents for others - why is that so 21. A girl you do not know that well has her birthday next week. What would be the three classic presents you would think of to get for her ? 22. Tell me three things you are always happy to get as a present 23. After an exhausting day, do you have any routines or rituals which calms you down or relaxes you ? And what do those routines include work division for presentation: Understanding the brief - Lisa key information about the target audience - Jero consumer insight brand connection - Toni early draft of the key message: making it about memories, and spending time with friend Relevance & Creativity 1. Reels/pictures about activities (cooking/baking together, date night, painting, movie night, game night, wine night etc.) looks aesthetic, consumers gain creative ideas for activities, owned media mainly 2. Gift ideas, it is about all products- not only christmas, more in general 3. Clean up with mit (video of an influencer, tidying up her apartment)-shared/paid media 4. Putting the air refresher to public places and promote the scent - core focus: playing on positive emotions rather than negative one, no jokes audience is supposed to really want to adapt the lifestyle as well focus on the lifestyle, interior, and moments with others no focus on the mission do a little look into future- use the slogan also for sping/summer general idea: make it not that obvious- should not seem like an advertisements 70% 20% 10 % content safe- new innovative, and deeply engaging with specific audiences- high-risk/reward What media/media platforms you used: - Pinterest - Instagram - Adding Tiktok - mood board/colors- no girlie colors (not to pink, lila)- more warm, cozy, neutral themes: spending time together, lifestyle, interior, moments/memories together pictures: single posts, reels, but also a whole IG feed be creative include 2 course literature other reports, numbers, stats - thinking about a number that community, being together ads are popular & successful it does not need to have all media types ( earned, paid, shared, owned) but can be good - earned media- motivation to create videos/pictures about their little, cozy moments to get a discount, give away shared media- influencer paid media- no focus here bc of limited financial & human resources earned media- post a picture of a dinner and ask who would your followers invite ? earned media- creating a video: the person sending you this wants to have a cozy dinner night with you What can be your Spreadability mechanism? - storytelling- about a lifestyle - stories behind the pictures 1. What is the story that you are telling the audiences? Lifestyle, memories, moments, company 2. What kind of tone of voice will you use? how will you execute that ? Happy & positive emotions 3. Where will your audiences see the content for the first time? Tiktok, Instagram, Pinterest- while scrolling - people with the similar aesthetic will come across the pictures and videos 4. What would be their motivation to engage with the content - inspiration for activities, like a movie night with friends - want a discount, give away - inspiration for interior as well 5. what can you motivate them to spread it/ engage - discounts/ giveaways - promising happy, positive moments 6. What is you call to action - The lifestyle inspirations motivate them to want to do the same, motivates them to buy the products - Creating their own happy, cozy moments target group: - 18-25 years, mainly girls, middle class, Europe caring about looks & aesthetics & atmosphere feeling comfortable gifting others people that like to be at home - home bodies caring about good/high quality products– no plastic environmentally conscious - no plastic and soy based candles core message: - solves the feeling of loneliness & uncomfortableness, makes moments, rooms more aesthetic - UVP: good/best price-performance ratio- the aesthetics key element: - mostly learning about it on Instagram & Pinterest - posts, videos on Instagram and Pinterest Platforms (PESO) : - earned media- motivation for followers to create and share videos/pictures about their little, cozy moments to get a discount, give away - shared media- micro influencer - paid media- no focus here bc of limited financial & human resources or maybe boost reels on Instagram, google shopping ads - earned media- post a picture of a dinner and ask who would your followers invite ? - earned media- creating a video: the person sending you this wants to have a cozy dinner night with you - owned media- own social media- especially Instagram, Pinterest, they should create their own TikTok because the reels for Instagram can be posted on TikTok as well Creative storytelling: - it's about the moments - moments are unique - the candles make it better - creating the specific atmosphere- people are remembering if they are thinking of a certain moment - it's about romance, friendship but also me-time moments - romanticizing life “Prototype” idea: - create a future Instagram, feed in general, single posts, one-two reals - do color templates, front type start the video:this is what they wanted… this is what we got PLANNING THE WORK: 1. What do we need to do for the pitch & A3 Prototypes - create a color template, front style, more chic not to girly white beige light grey light colors like - create one Instagram post- game night, romantic dinner create one Instagram reel- dinner with friends, movie night, morning routine create one Instagram feed- to get an overview of the cozy, aesthetics Toni create one/two Pinterest post- really aesthetic, me-time, getting ready, cozy chair, book create a Pinterest feed as an overview Project Book - until the 18th ● understanding of the brief/challenge (so what was the task for you to be solved? Don't re-write what the client wrote, but interpret with a focus on your specific target audience, market situation, etc.), Jero ● description of the target audience (who you are talking to and why?), Jero ● consumer insight (what is the truth/need/passion/interest of consumers that you answer with this campaign) and how it links to the client/product, Jero ● the key message and core idea of how you will reach audiences and get their engagement, Lisa ● spreadability mechanism and media plan (how you will ensure content spread and circulation, what platforms you will use, and what content will be there), Lisa ● a prototype visualization (link to another platform can be added if needed), ● justification of chosen approach - in 600-800 words explain "how your decisions were informed?" (research, literature, reports) and, therefore "why this is the best approach to answer the client's needs?" (or what you can do to make it even stronger) Toni Pitch Video: - starting showing the American, then the European and at the end our idea of the Instagram feed - creative start overall approach and why- it is about moments audience how the prototypes will convince the audience create your moment right ● what is your overall approach to the task and why? (e.g., you want to focus on encouraging consumers to generate content because...; or you want to use humor, because....) We want to use the most aesthetic pictures and videos as possible because the selling point of Bridgewater candles is the aesthetic as well and we do not want to look like annoying ads!!! ● the final version of the consumer insight-to-key message, Young people often move to new cities, sometimes even abroad. They want to feel home and comfortable. They need moments alone as well as together. With Bridgewater products they are able to create moments and memories they will enjoy and remember ● your core idea - so how do you want to solve the client's problem, specifically, focus on aesthetics, coherency, videos, engaging community, make it more appealing to follow or share the content- more inspirations and life style tips ● prototype/mock-up - so, how the campaign (or its element) will look like - a client will understand better what you mean when you show them (e.g. if you want them to start an Instagram account - show us how it will look like - 5-8 posts can serve this purpose; shoot a video, draw a storyboard, etc.)
