pom up your life: Advertising campaign

Objectives

My objectives were to create a multi-faceted advertising campaign for online jewellery brand: 'Pom Up Your Life'. This follows the trend of 'Guerilla Marketing' with more traditional practises of posters, leaflets and promotional films. However this process will end in a pop-up fashion show showcasing the earrings to a physical audience. My main aim with this practise is to gain a wider audience for this brand, as it is a small, female-led independent business who primarily has an online presence. I want to be able to bring that more into a physical presence, introducing more people to the product and the brand itself, getting more knowledge of sustainable businesses.

 

These practises include:

 

Guerilla poster  & Leaflet campaign.

Place posters and leaflets around the University of Winchester campus for up to 2 weeks before fashion show. 

 

Promotional Video 

1 week before fashion show, release promotional film on Youtube, Instagram and TV’s/screens around the University of Winchester Campus Particularly in the SU bar as that is the most popular social environment within the campus. 

 

Pop-up Fashion Show

 

In the University of Winchester Student Union, I will stage a 'pop-up fashion show' containing several models showcasing the earrings of the new line, handing out  discount codes and free samples to the audience. This will act as the climax of the campaign. 

project origins

The inspiration for this project came from my existing love on online independent jewellery brands, especially those led by women. More and more of these business are cropping up showing more sustainable practises, and I wanted to bring the brand: 'Pom Up your Life'; which is a independent, handmade earring company using environmentally friendly and vegan materials to a wider audience. The existing branding of the company is light, cheerful and represents the values that the creator: Sophie believes in, however since is it predominately based off of Instagram, I wanted to create a marketing campaign that would create a physical presence for the brand instead of just digital. 

Above is evidence of 'Pom Up Your Life''s existing social media presence and branding. As you can see it is extremely customer focused, as the brands Instagram page features customers wearing the earrings and sharing the feedback they have given, showing the honesty and communication that exists within the brand. Aesthetically speaking, it is modest, yet colourful, careful not to distract the focus away from the earrings. The brand presents itself as fun, friendly and inclusive. With my campaign and talks with Sophie, I wanted to keep those values as the centre point for the campaign, translated into a Guerilla style marketing format, not to create a new image of the brand, but draw interest from an outside audience to an already solid foundation of branding.

Evidence of outcomes (Proof of concept)

leaflets & posters

These will be the main promotional posters, revealing the name of the new line of earrings : 'Winter blues'. I've opted to use this design as it is simple, to the point and still presents the joyful, fun-loving style of the brand. These can be used both in a physical and digital format, whether that be as posters that can be scattered around the University campus where the fashion show will take place or on surrounding TV screens keeping everything in close proximity, making it practically unavoidable and constantly in peoples line of sight. 

These will acts as leaflets which will be posted and passed around the university campus (they can also act as smaller, teaser posters). The aim of these leaflets is a nod to the newly released earrings as part of the range (Sunshine, Baby Spice, Forest & Lilac) using similar or complementing colours and slogans that relate to them. They also include a subtle nod to the release date and the brands name. My objective with these is to entice potential customers and spark interest in what could be next, this obviously doens't reveal too much about the launch or the brand itself except the bare minimum, however it's bright and colourful style plus the witty slogans are just enough to spark that initial interest and desire to know more. 

promotional video

Above is the storyboard plan for the promotional film, which follows the theme of the posters and leaflets (in style and colour). This will be shown on surrounding Tv's around the university campus and on the 'Pom Up Your Life' Instagram page 1 week before the pop-up fashion show commences, which will act as the answer and companion to the posters and leaflets. The style of the video takes inspiration from ad campaigns which have contained a natural, fun atmosphere, I want to step away from the more serious side of fashion advertising and focus on empowerment and happiness, which remain true to the brands values. Whilst seemingly a common trope with accessory advertisement, I want audiences to relate fun, freedom, creativity and individuality to this brand. Plus, I want to present the fact that by having these earrings, you too will feel as unique as the product itself. By seeing a diverse ensemble within the film, it shows the brand to be accessible and true to life, and it’s not just targeted towards a specific audience. Hence why the casting call will be open to all genders, race and sexuality, as ‘Pom Up Your Life’ is a brand that promotes diversity and inclusivity, so I want to reflect that within the promotional material. 

These are two teaser promotional videos; created on Adobe After Effects that will be used primarily for Instagram usage due to their length and choppy editing style. One begins to reveal the branding for line, tying in with the name : 'Winter Blues.' and the slogan: 'Banish Those Winter Blues!" The other is shorter in length and is just focused on the brand name and the launch date. I wanted to keep these short and simple with the same intention as the leaflets, to spark interest but not giving away too much as to what this is leading to. these videos will simply act as an introduction to the launch of the line : 'Winter Blues'

pop-up fashion show

Above are concept sketches and plans of the desired staging design of the fashion show and the models headdresses. I opted to host the fashion show during a busy Student Union event (BOP for example) as it needed to be a densely populated area, plus, existing music and visual aids will be available to hijack and centre focus on the event in question. Will use this opportunity to showcase promotional film again. 

The models in question will wear headdresses in the form of an Instagram border- a nod to the brands presence and origins. The headdress will contain product information of the specific earring the model will be wearing. 

 

The models clothing will be thick, winter coats upon entrance, once in position, they will remove the coats to reveal either all black clothing (to place focus solely on the colourful earrings) or clothing that matches the earrings. I’ve leaned more towards the matching ensemble, as it will allow the models to stand out, but still bring focus to the earrings and be an extension of them. 

The purpose of wearing and removing winter coats would be to link back to the campaign slogan of ‘Banishing the winter blues.’

 

To add to the experience, the models will hand out discount codes for the website to the audience as an incentive to continue relationship brand. 

The concept of creating a ‘pop-up’ fashion show as the finale campaign links in with my goals of following the ‘guerilla marketing’ style, with a nod to Ambush Marketing. It provides customers to experience and see a brand that is mainly based online, therefore providing opportunity to create a wider consumer base. Being able to see, touch and test out the products provides a better sense of trust and dependability, making the probability of purchasing higher. The pop-up aspect is to create a talking point and launch word of mouth. If you create an entertaining experience, that will be the association the consumer makes with your brand. 

design process

I wanted the colours and clothing used in this campaign to signify the rebirth that new year often brings, stepping away from the cooler tones of winter (Blue being the main focal point) and transitioning to the more warmer, pleasing pastel colours of spring. Albeit with the launch planned for January, using pastels can be quite ambitious, as cooler tones are still prevalent. More muted colours related to Spring eases the transition, creating feelings of warmth, joy and excitement for the premise of better weather. Using January as the launch month link into consumers desire for winter to be over by favouring these tones. I also wanted to link the colour scheme used to the colours of the earrings that could be used within the marketing campaign.

This is the initial design plan for how I wanted the fashion show to look and various production elements that needed to be considered such as location, what type of models to use and the style of the show. 

I used inspiration for the style of the pop-up show from other successful pop-up shops with similar colourful styles to gain an insight on how I could replicate that. However I found it was difficult to design a stage plan due to the nature of hosting it as a spontaneous event with no warning to the audience. Above you can also see the different designs of lighting plans  in the decided location and other locations.

Above are some of the earlier designs of the posters I created. As you can see they aren't as cohesive as the final designs, the colours don't compliment each other well and the overall layout is messy and doesn't capture the eye in the desired way. 

Initial experiment of hand-drawn earrings

I wanted to implement images of the earrings in a unique way, instead of relying on existing photos as it will create the image of intrigue and a whimsical tone to the designs. Which led to the more abstract design of using geometric cubes dangling down, however upon assessment, it didn't give off the image of earrings, it was more of a distraction design element. I tried my hand at drawing out the earrings next to nod to the handmade practises in which they are made, however it came across as sloppy and unprofessional. The final design of the earrings are still hand drawn, however I leaned into the more rustic practise of 'scribbling' two complementing colours to create a more realistic cartoon image of the earrings in their actual form. 

Final design of hand-drawn earrings

The two fonts I decided for my text on the posters and promotional films are a step away from the brands already existing font. I did play around with using that font, as it was bold, clear and easy to read and would connect the campaign and the brand close together. However upon further testing, I decided on these two fonts. 'Desingero Book Regular' has a retro-inspired vibe about it that links back to the joyful attitudes of the brand, plus it is clear enough to convey the brand title and the slogan of the line in an impactful way. 'Petunia Regular' is a little more cursive and has a sophisticated old-fashioned feel, I decided to use this font for the date reveal and the brand name on some of the leaflets, but not as the main font, as it could become difficult to read if used a lot. I did worry that combining these two fonts together would create an in-comprehensive design and not flow correctly. I did play around with using fonts that were a little clearer, however the two fonts do seem to complement each other well and don't take the focus away from any information presented.

When it came to how I wanted to structure the process of my design of the campaign, I initially stared following the 'Double Diamond' theory, I tried to view my design as a solution to generating a larger audience for an independent jewellery brand and how I could create a dynamic and successful campaign from that. This practise helped me identify problems in my approaches and helped me take a more analytical approach. However my project didn't really fit in with the narrative of 'fixing a problem', as it would act as more of an add on to existing marketing from the brand. This led me to using a different approach in my design work. (Also pictured above) The brief was to create an ad campaign that followed the rules and inspiration of guerilla and ambush marketing techniques. This led me into research of how effective guerilla campaigns worked and the statistical success they bring in, not only that but I researched into the current market demand for jewellery and more sustainable practises. I also researched various ad campaigns and their styles to see what resonated with audiences more. The idea generation and design element focused on wire-framing and sketching out designs and storyboards for posters, promotional videos and the layout of the fashion show on paper first and transferring them to Adobe Illustrator to work out colour and typography. The Incubation period was key in helping me see what was wrong with my designs and how I could improve them, I used this time to discuss with my collaborator Sophie to gain insight on how my designs could complement her own brand guidelines and get rid of any elements that didn't. The Revision period was done primarily on Illustrator as it revolved around changing colours and typography, not the initial layout of the poster designs. The Presentation, Delivery and Support merge into one, as I presented the new designs to Sophie for her approval and permission to go ahead with the campaign, which I received. The Delivery will come when the campaign begins and the posters and videos are published ready for the fashion show. 

collaboration

Both Sophie (The creator of ‘Pom Up Your Life’) and The University of Winchester will be vital collaborators for this project to be a success. Sophie will be offering stylistic advice to the overall aesthetic of the campaign and how her products should be presented and offering valuable insight to her existing clientele. Having gained a large following on Instagram and recently taking on style ambassadors to boost her client base, she understands how best to market her product and is the key designer, so it’s imperative her work is showcased through all methods that are planned. When taking 'Belbin Roles' into consideration, Sophie falls under the roles of Monitor Evaluator as she judged designs accurately and unbiasedly, The Plant as she helped generate ideas on style however did show the weakness of lack of communication at times, which slowed down the process somewhat and The Specialist as she bought in depth knowledge of her customers and experiences and insight to running an independent business. 

 

The University will be more of a silent collaborator acting as the host for where the campaign will take place, but linking back to the point I made earlier, it will be valuable  to establish a partnership for this campaign as it’s the prime location not only for the key demographic of customers which will be students, but match the values both the brand and the University represent.

It’ll be worthwhile for the University and the Student union to endorse this venture because: 

  • It links with their values for sustainable practise

  • Shows support for independent brands and businesses 

emerging media

The choice of which Emerging Media to input with my campaign falls to Participatory Story, Co-Creation Media and Physical Cinema. Purely because it can allow community members in this case the consumers to be actively involved in the campaign, immersing themselves in the experience and campaign. It also links to the idea of combing both digital and physical marketing. In terms of Physical Cinema, it encourages participants (In this case the models for the pop-up show) to tell a story with their bodies. I aim for the models to not only be displaying the earrings, but to showcase the sustainable values and practises which the brand represents. With inspiration from Bjork’s performance of Vulnicirua’s Quicksand, she was surrounded by projections and lights with cameras capturing a real time performance whilst adding layers of digital images and effects, creating an augmented reality.  

Participatory Media ties in closely with the collaborative process I want to achieve with Sophie. A project in Neighbourhood Planning used Participatory Media to represent the stories of citizens within the community in order to identify the needs of the community and further the progress of planning. 

An article on Social Media Today states that Co-creation and collaborative marketing is: “one of the most relevant and authentic forms of content marketing brands can create” (Garcia, A) .and how valuable collaboration can be for marketing a product. “Collaborative marketing tactics can crush traditional marketing and advertising and generate not only meaningful interactions, but also significant increases sales.” (Garcia, A) 

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© 2018 Georgie Plant

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