LO4: Campaign example question
Metric goal - showing you understand the goal of commercial sharing on social media platforms, demonstrating you have a goal in mind .e.g 500 shares
Be realistic about metric goals e.g local vs national, local would be 50-200 whereas national would be 1,000 - 2,500
Project management : Apollo
Dependant on bullet points try and do it in chronological order e.g if one mentions planning mention it at the START
In looking at InTouch Radio and the brief presented clear objectives are creating awareness for the launch and gaining and supporting the sponsorships acquired, therefore I am going to demonstrate how social media channels and geared content can meet the objectives stated.
Due to the station launching in June I will begin the campaign for December, by starting the campaign 6 months prior it allows the audience to be fully exposed and the message to be fully integrated into the social channels.
To create general interest I will begin to push content on Twitter, this micro-blog platform is great for announcements and short snappy tweets including folksonomy. The platforms also has a range of ages using the site this being ideal with aiming at a mass audience like 16-30.
For the first month of the campaign I will post once every 1-2 weeks to stay current but not to bombard the target audience with information too early. Tweets will be short and concise to not lose interest with the audience and will include summer and upbeat language e.g 'Feel the summer heat with InTouch Radio #Summersizzle' by these short snappy tweets including summer related terminology it allows the audience to deduce key information at this early stage in the campaign where they dont have much interest due to the far launch date.
I will also have hashtags relating to the sponsors that are involved with the radio launch e.g #ShowyourSwimWithU and #ShineinSummer these hashtags will be relayed on all platforms and encourage interaction with the audience, e.g #ShowyourswimwithU would engage the audience to share selfies in their swimwear which is also a common convention of digital natives in summer.
After a month of posting these tweets I will measure the success of the tagging and tweets I will do this with the app Hootsuite a popular social media aggregator, this will allow me to understand praise and criticism from the target audience which i can use to gear the campaign to be the most successful possible.
Alongside using Hootsuite I will also use online tools such as Apollo, Apollo being an online management tool i use it for delegating jobs with my global team this demonstrating globalisation and the global village.
Alongside twitter I will also be promoting content on instagram and facebook due to the mass audience and the older end of the bracket spending more time on platforms such as Facebook due to the familiarity, these will be the best platforms to gain the most exposure with my audience. In the second month I will increase the posting and focus more on content posted on photo-sharing blogs and more visual aids, these will be posted 2-3 times a week.
On Instagram I will host competitions on the story of @InTouchRadio, on these stories I will try and engage the audience as best as possible by holding polls, questions to ask and add in background music similar to that playing on the station such as upbeat pop that is normally related to summer e.g Calvin Harris 'Summer'.
For competitions I will use the hashtag #GetInTouchthissummer and with this hashtag the audience can pose with the instagram sunglass filter giving the impression of summer and heat due to the warm tones on the filter and the sunglasses, this produces USG and the winner gets to be on a live show with hosts, the audience have to share their selfies on either their stories or post it with the hashtag and handle allowing exposure to maximise.
I also will post pictures of models with headphones on on the beach or clearly in the sun with the logo of the show and the date of it being aired in the foreground in black to make it the focal point, by continuously plugging hot weather and happy people this will bring the target audience and excitement for the hot season which is conventionally known as the season with the most fun with connotations of holidays and warm weather.
The house style of all posts will be warm colours such as yellow, orange and reds, this also carries connotations of hot temperatures, posts will have this and the logo throughout all platforms to create synergy alongside hashtags copied on all platforms, posts will have the same captions on all platforms due to the use of a social media aggregator tool named Hootsuite that will allow me to receive live feedback immediately.
I will also use Hootsuite to reply to comments, and retweet USG to the accounts story, this once again makes the audience feel engaged and appreciated for getting involved.
I will also set a metric goal of 200 USG entries into the competition along with 1,000 likes per post, by setting a goal i can understand the interaction with certain posts and see which ones attract the best response this once again allowing me to gear the content the best I can to resonate with the audience.
On Facebook I will use this platform to post a mix of photo and status', I will use unique features of the platform such as Facebook Live to get the hosts to demonstrate their charismatic personalities and the feel of the station by posting audio visual content like this it can demonstrate its USP of a summer theme. I also want to do collaborative posts with the sponsors of the station for example i will create posts of models listening to the station with headphones or earphones on with a swimsuit on for the sponsored brand or holding a bottle of the suncream, making it apparent the brand sponsors this creates themed posts with the summer house style but also involves the sponsors making it clear the commercial status of the channel.
I will also get the sponsors accounts to be posting about the upcoming release of the station to maximise the exposure and demonstrate the partnership between brands for the audiences.
On facebook I want to post AV promo video of the station, in the advert it will be a beach club where we see the DJ's at a booth on a beach where a beach party is happening, there will be pans of the ocean, drinks in coconut shells and many close shots of the DJ hosts which will be the hosts of the channel, by having such a detailed AV promo for the station it can be used as a competition material, with the caption 'Retweet this video to win a 5 day holiday at the very location of the music video for you and a friend #Intouchwithsummer #holidaybehappening', the retweeting nature of the competition allows UGC to create great exposure for the company due to the amount of friends that see your activity on a timeline.
The AV ad will be released in the 3rd month of the campaign to allow everyone to have time to see and share the video, by this point of the campaign the posting is still around 2-3 times a week to keep engagement but not to annoy by constant posting too early on.
Throughout all the digital marketing I will also be including traditional marketing, to ensure that the campaign is blended I will have leaflets at holiday agencies such as TUI and Ryan Air, whilst booking holidays people can continue the summer theme and learn about the new summer radio. Alongside this I will also have posters in Boots and Superdrug near aisles selling suncream and summer cosmetics the posters will be in banner form hanging nearby, they will especially be prominent near the Shine Suncream brand which is a key sponsor to the channel and their name and logo will be featuring on the posters hanging.
In the 4/5 and 6 month the posts will be more common and competition winners will be announced in the 6 month of the campaign, posts will be 4/5 times a week on all platforms with content being the same in terms of visual and written with the identical captions and folksonomy . All this once again due to Hootsuite the social media aggregator which I will be using to help me post and keep track of all my activity on all sites.
Be realistic about metric goals e.g local vs national, local would be 50-200 whereas national would be 1,000 - 2,500
Project management : Apollo
Dependant on bullet points try and do it in chronological order e.g if one mentions planning mention it at the START
Due to the station launching in June I will begin the campaign for December, by starting the campaign 6 months prior it allows the audience to be fully exposed and the message to be fully integrated into the social channels.
To create general interest I will begin to push content on Twitter, this micro-blog platform is great for announcements and short snappy tweets including folksonomy. The platforms also has a range of ages using the site this being ideal with aiming at a mass audience like 16-30.
For the first month of the campaign I will post once every 1-2 weeks to stay current but not to bombard the target audience with information too early. Tweets will be short and concise to not lose interest with the audience and will include summer and upbeat language e.g 'Feel the summer heat with InTouch Radio #Summersizzle' by these short snappy tweets including summer related terminology it allows the audience to deduce key information at this early stage in the campaign where they dont have much interest due to the far launch date.
I will also have hashtags relating to the sponsors that are involved with the radio launch e.g #ShowyourSwimWithU and #ShineinSummer these hashtags will be relayed on all platforms and encourage interaction with the audience, e.g #ShowyourswimwithU would engage the audience to share selfies in their swimwear which is also a common convention of digital natives in summer.
After a month of posting these tweets I will measure the success of the tagging and tweets I will do this with the app Hootsuite a popular social media aggregator, this will allow me to understand praise and criticism from the target audience which i can use to gear the campaign to be the most successful possible.
Alongside using Hootsuite I will also use online tools such as Apollo, Apollo being an online management tool i use it for delegating jobs with my global team this demonstrating globalisation and the global village.
Alongside twitter I will also be promoting content on instagram and facebook due to the mass audience and the older end of the bracket spending more time on platforms such as Facebook due to the familiarity, these will be the best platforms to gain the most exposure with my audience. In the second month I will increase the posting and focus more on content posted on photo-sharing blogs and more visual aids, these will be posted 2-3 times a week.
On Instagram I will host competitions on the story of @InTouchRadio, on these stories I will try and engage the audience as best as possible by holding polls, questions to ask and add in background music similar to that playing on the station such as upbeat pop that is normally related to summer e.g Calvin Harris 'Summer'.
For competitions I will use the hashtag #GetInTouchthissummer and with this hashtag the audience can pose with the instagram sunglass filter giving the impression of summer and heat due to the warm tones on the filter and the sunglasses, this produces USG and the winner gets to be on a live show with hosts, the audience have to share their selfies on either their stories or post it with the hashtag and handle allowing exposure to maximise.
I also will post pictures of models with headphones on on the beach or clearly in the sun with the logo of the show and the date of it being aired in the foreground in black to make it the focal point, by continuously plugging hot weather and happy people this will bring the target audience and excitement for the hot season which is conventionally known as the season with the most fun with connotations of holidays and warm weather.
The house style of all posts will be warm colours such as yellow, orange and reds, this also carries connotations of hot temperatures, posts will have this and the logo throughout all platforms to create synergy alongside hashtags copied on all platforms, posts will have the same captions on all platforms due to the use of a social media aggregator tool named Hootsuite that will allow me to receive live feedback immediately.
I will also use Hootsuite to reply to comments, and retweet USG to the accounts story, this once again makes the audience feel engaged and appreciated for getting involved.
I will also set a metric goal of 200 USG entries into the competition along with 1,000 likes per post, by setting a goal i can understand the interaction with certain posts and see which ones attract the best response this once again allowing me to gear the content the best I can to resonate with the audience.
On Facebook I will use this platform to post a mix of photo and status', I will use unique features of the platform such as Facebook Live to get the hosts to demonstrate their charismatic personalities and the feel of the station by posting audio visual content like this it can demonstrate its USP of a summer theme. I also want to do collaborative posts with the sponsors of the station for example i will create posts of models listening to the station with headphones or earphones on with a swimsuit on for the sponsored brand or holding a bottle of the suncream, making it apparent the brand sponsors this creates themed posts with the summer house style but also involves the sponsors making it clear the commercial status of the channel.
I will also get the sponsors accounts to be posting about the upcoming release of the station to maximise the exposure and demonstrate the partnership between brands for the audiences.
On facebook I want to post AV promo video of the station, in the advert it will be a beach club where we see the DJ's at a booth on a beach where a beach party is happening, there will be pans of the ocean, drinks in coconut shells and many close shots of the DJ hosts which will be the hosts of the channel, by having such a detailed AV promo for the station it can be used as a competition material, with the caption 'Retweet this video to win a 5 day holiday at the very location of the music video for you and a friend #Intouchwithsummer #holidaybehappening', the retweeting nature of the competition allows UGC to create great exposure for the company due to the amount of friends that see your activity on a timeline.
The AV ad will be released in the 3rd month of the campaign to allow everyone to have time to see and share the video, by this point of the campaign the posting is still around 2-3 times a week to keep engagement but not to annoy by constant posting too early on.
Throughout all the digital marketing I will also be including traditional marketing, to ensure that the campaign is blended I will have leaflets at holiday agencies such as TUI and Ryan Air, whilst booking holidays people can continue the summer theme and learn about the new summer radio. Alongside this I will also have posters in Boots and Superdrug near aisles selling suncream and summer cosmetics the posters will be in banner form hanging nearby, they will especially be prominent near the Shine Suncream brand which is a key sponsor to the channel and their name and logo will be featuring on the posters hanging.
In the 4/5 and 6 month the posts will be more common and competition winners will be announced in the 6 month of the campaign, posts will be 4/5 times a week on all platforms with content being the same in terms of visual and written with the identical captions and folksonomy . All this once again due to Hootsuite the social media aggregator which I will be using to help me post and keep track of all my activity on all sites.
Therefore I have demonstrated how I
would meet the objectives of the campaign through a discussion of creative
content.
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