Description

Further develop the creative brief you started in Module 8, bearing in mind what you have learned in the subsequent modules. For example (yet not exclusively), how much does social media have an impact in your brief, and why? Consider the media channels and messages that will come into play. Please write about 2-3 pages for a total of 500 words.

Purpose

To further develop the various elements that affect and contribute to the formulation of the creative brief.

Assignment 2: Description

We are continually presented with product and service offers that are outside of our previous experience. Describe one that has found you in its target group and assess why it was successful in talking to you, but not your elders or juniors.  

POST

Answer 1: Structuring a campaign to target a specific demographic is crucial in its success. If you miss the mark on who to target, then your message will fall flat. If you are too broad with your target demographic, which is a mistake most advertisers do early in their career, then you risk not making many conversions because your message is not convincing. A product that came up in my Instagram newsfeed is from a company called SendAFriend. It’s a stuffed animal gift-delivery service being marketed towards millennials. The captions and messaging they use would not be successful for young kids or an older generation because the humor they use would probably not be understood by either of those groups. For example, one of their Instagram posts show two stuffed animals dressed up in outfits with the caption “Rate our Coachella outfits.” Another post has a stuffed octopus with a dark side swept wig over its face and the caption reads “Fell in love with an emo girl.” Silly humor like this is hilarious for a certain group of people, but others wouldn’t necessarily get it. Older people probably wouldn’t care or know what Coachella is, and they don’t have the experience growing up in the 90’s during the emo phase. Looking through their Instagram gallery, one thing is noticeably absent: pictures of kids. This company, selling stuffed animals, could easily be targeted towards a younger, child audience if they changed their messaging. However, they make a conscious effort not to drive themselves into that corner. If its marketed towards little kids, then older people wouldn’t find it as cool. Another great marketing tactic they use to target millennials is by giving the stuffed animals different personalities and personify them so that it’s more fun to give them to your friends. This aspect is important to the brand identity because the name of the company, SendAFriend, shows that their big idea is that you can use this service to send emotional support to your loved ones.Answer 2: I think Mountain Dew is very specific with their target audience. Their campaign have extreme sports that cannot be done by the elderly because they are too old and weak to be doing these kind of sports. It made it successful because the extreme sports and the adventurous makes them relate to young men who are still strong and looking for fun just like me. They show that the activities they do is a lot more fun with Mountain Dew. I think they are also successful in talking to me because doing this kind of activities makes you thirsty and sometime we want to drink a cold flavored drink just like mountain dew besides from water because it gives you some fresh feeling. I think it also makes it successful to talk to people like me is because that the visuals are something we interest and we can do. These kind of adventures are too extreme for kids and old people. It is too dangerous for kids to driving some adventurous cars, surfing boards, or any extreme activities. Same thing with elderly it is too dangerous for them to do extreme activities. Not just that people with these age (kids and elderly) will look out for their health, elderly will avoid this drink to maintain their health and avoid complications while the kids will be protected by their parents to keep them healthy as always. The brand is great in maintaining their image and great at talking to their target audience. They never fail to show these kind of traits in their campaign, they also keep their ads up to date where people from ages 18-35 can relate which makes them great in talking with them because people from different generation have their different version of fun that’s why they always have to update their research which they had a great job doing it.