1. What is the Challenge?
The main goal of my social media campaign
was to increase awareness of the See Beyond Genre brand identity. Through social media based advertisements, I
plan to give a glimpse into the artistic direction of our website to users who
have never been there before.
2. Who is the target audience?
The target audience for this
campaign is music enthusiasts who are interested in keeping up with new music
from both established and up and comings artists across a variety of genres.
3. What does that audience currently think
about the brand?
Over the lifespan of the brand we
have received praise for the quality of content we provide as well as
introducing fans to artists and material they would have not heard anywhere
else. With this campaign we are looking
to prove the look of our brand is now up to par with the information we are
providing.
4. What would we like the audience to think
and feel?
We hope that through our creative set
of advertisements which showcase multiple music icons, fans will appreciate or
be intrigued by the ads enough to click through to see what the site is all
about.
5. Which fact, evidence, or thoughts will
assist in this change of thinking?
As an avid follower of a large
amount of music websites, I’ve noticed a lack of creativity when it comes to
brand identity, especially amongst the non-major sites. This type of campaign is primarily
non-existent amongst our peers and competition and I believe the fact that it’s
creative, visually appealing and unique will make it effective.
6. What is the brand essence?
The brand essence is that of a staff
of music writers who are collectively able to provide new music and identify
trends across many genres.
7. What is the key emotion?
I believe the key emotions the
brand provides are joy and intrigue.
People tend to be intrigued with art such as the designs incorporated in
our site and also when learning new information which can come from reading our
articles. In addition, there’s a joy provided when you find a new artists or
song you enjoy before your friends.
8. What media is used to facilitate this goal?
The goal is that the advertisements
spread across websites people within our target market we be visiting will
intrigue people enough to click through to our website or Spotify playlist
where we hope the collection of artists and music can speak for itself.
9. What are the most critical elements?
The most critical elements would be
the overall design of these advertisements must be good enough to capture the
attention of music fans.
10. What is the single most important takeaway?
The biggest take away we hope to
achieve is leaving users impressed with the overall See Beyond Genre brand
enough to set ourselves apart from our competition.
11. What do we want the audience to do?
We hope to make the audience consistent
visitor to our website.
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