Create and plan a cross media advertising campaign in response to a client brief (P2)

 interpretation of the brief 

The brief has a clear focus of going into details about the product, inperitcular the ingredients used to make it, it would also like the adverts to focus on the environmental aspect, they would want this to be a big focus of the advert as it would make people more inclined to buy it. the 30 second advert would be the best option from them selected, as it would reach as wide of a target as possible, with the YouTube adverts, Spotify and radio, you could reach a wide audience as well, however you might not be able to reach the exact audience that you want.

SWOT analysis of Knight Organics brief:

Strengths- 

Minimal impact on the environment as it contains natural products.

Charity based by donating tress to a woodland trust

There is a lot of options for the media used to advertise this product, which will make it a lot easier to decide and I can playground with the different media outlets.

Allows for choice as to what the campaign should be about by not being too forceful with what they want.

Weaknesses-

Should be more specific on what the product does, for example what each ingredient does to the formula.

Guidelines should be added to show what they don't want as its completely unrestricted.

Opportunities-

There is a lot of choice, which is great for adding the creative element to the advert.

Really show off the environmental aspects of the brand, as its important in the current market.

Go into detail about the different ingredients and how they work with the soap to make it as good as it is.

Show off the packaging as it targets a big audience in skincare, as it targets a premium market.

Threats-

Will be other brands that will be looking to release a similar product and so will need to be quick with making the advert.

Need to differentiate from other brands on the market, which could be difficult as some products have similar ingredients.

Could also be facing the possibility of bigger brands who are already known in the space copying it if it's not an 100% original idea.

Pantene:

Pantene have some good adverts that I can take inspiration from for my advert:

https://www.youtube.com/watch?v=XQspsuSZB4A

This advert imperitcular shows their new product line, and encourages people to grow strong, and the way they can do that is by buying their product. this is a good advertisement because it helps to promote the brand by using famous women such as Katie Piper, Ramla Ali and Paris Lees. this would make people who like these celebrities buy the product as they see the celebrity endorse it. The gold on the packaging is meant to be more premium, as well the leaves on the packaging describes the product as a natural product, making it more buyable as a product to the consumer.

Dove:

Dove is another advertiser, they go for a more inclusive approach with all their adverts, making people feel like everyone can use their product. unlike Pantene, doves approach to the branding is more simple, being a basic white, plastic bottle with the logo and what the product is on the front.

Doves inclusive approach to their adverts is always a hit with customers as it shows that people no matter what skin condition you have, you can use their products, they use people in the adverts to show this.

https://www.youtube.com/watch?v=hc7g7hnwk48

The advert I used was this one from a few years ago, as it really targets an inclusive audience along with providing a good message, they do a good job of fitting the bran into the advert, for example when they show how it affects smoother skin, they go to show the formula and why that specific formula would help your skin to be softer. they also show words on screen that people could relate to, this advert contains the text ''Your skin isn't just skin, its a reflection of every single thing you've been through.''

This text appears at different times in different sections, while showing different people. this brings everyone together and makes clear what dove prides themselves on.

L'Oreal Paris

L'Oreal is a big brand in the luxury skincare area, they make sure the audience knows that they are the premium option in the market for skincare, they tend to cater to middle aged women as opposed to the younger generations, as their products help to get rid of things such as wrinkles. in their adverts for their serums, they make sure that they have the product in the first five seconds to catch the viewers attention- they also use a relatable character to the audience that they are trying to target, for example in this advert they use a middle age woman with the problems that the skincare product in the advert solves, making it a relatable problem.

They also include shots of what the product does:

A consistent message in the adverts is they always have their logo on screen at some point, this is to constantly remind people of what the brand makes the product that they are looking at. this ticks in peoples min and will make it more buyable on the shelf.

They also make the shot of the products look premium, giving the background similar colours but making the product big in front of the background to make it stand out. As well as this, they show what the product is in big letters in a stand out red background, that is the opposite of the blue, this catches the audiences eye and makes them understand the name of the product straight away, that will then help on the shop floor when people se it on the shelf. hey also describe what the product does underneath the text, making it clear what's in the product and what the product does.

https://www.youtube.com/watch?v=EKs-ppCLeUU

Colour Scheme

Moodboard 

Blue sky thinking:

Environmentally friendly product

multiple ingredients involved.

peaceful, relaxing, bright

calm environment

Benefits for the body

Re-energised.

Summary of the plan- overall, the plan will be to involve the environmental elements as soon as possible within the adverts, as this will be the easiest way to get the USP in. it would also have to target the specific audience of 18-25 year olds.

Mind Maps