S3+S4(S1+S2).edited

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Nairobi Institute of Technology - Westlands *

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MISC

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Marketing

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Nov 24, 2024

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docx

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Uploaded by dannetke

Section 3 – Creative Plan • Creative Objective An excellent creative plan can help a brand use the campaign to stand out, engage the target audience and establish a brand identity during the campaign. What follows is an overview of how Tiffany&co creatively communicated the campaign message through this campaign. 1. design Tiffany&co's packaging and offline campaign posters with elements of the Chinese culture Dunhuang to attract the target audience and increase consumer engagement 2. Identify suitable social media platforms, talented self-publishers, and short video makers to create short storytelling videos on the products and thematic packaging for implicit advertising. Draw attention to the offline event sites in Tier 1 and Tier 2 cities and invite bloggers and producers to the event sites to engage the target audience. 3. Launch themed flash shops in Tier 1 cities, combined with popular games that can be played in competitions or VR experiences, etc., to increase interactivity with the target audience and increase traffic in the flash shops. 4. Distribute themed campaign posters in existing Tiffany&co cafes and pack PR packs with campaign-related elements. The target is to distribute 100 PR packs per shop per month for three months and to arrive at the event venue and inform them that they will receive a gift at the event. • Creative Strategy The theme of the campaign combines Dunhuang elements and popular TV dramas, which are part of traditional Chinese culture (Qu et al., 2014), and as Tiffany&co is an American fashion jewelry brand, the combination of traditional culture and Western culture can resonate well with the target audience in order to develop the Chinese market and develop new audiences (Thompson et al., 2006). Thompson et al., 2006). In addition, Dunhuang's color palette is rich and saturated (Bwcker, 2011), and the use of highly saturated colors as a theme color combined with Tiffany Blue at offline events is likely to appeal to the target audience and create a sense of pleasure and enthusiasm for buying (Kaya & Epps, 2004). As offline event sites are mainly arranged in Tier 1 and Tier 2 cities, the colorful and diverse production of the event site is more likely to stand out in the noisy urban atmosphere where life is fast-paced. Video game competitions or VR combined with the event site align with the GenZ lifestyle and can, in a more relaxed way, inadvertently convey the rebranded brand concept and the brand's traditional culture to the GenZ target audience and build a connection with GenZ.

The emotional resonance that stories bring to consumers can make them more likely to feel the urge to buy when short video producers and self- publishers present their videos in the form of stories (Lee & Hong, 2016). Emotional elements can also attract new target audiences more quickly (Kujur & Singh, 2018). • Creative Materials - PR package The PR package contains a comprehensive catalog of Tiffany&co products, a selection of Tiffany&co café snacks in Tiffany Blue packaging, and a ticket for a mid-term offline event. As the event sites are divided into Beijing, Shanghai, Guangzhou, and Chengdu and have different timings, the tickets are based on the time and location provided by the recipient to attend the event. - Celebrity Promotion The celebrity campaign is divided into three groups and four stages: celebrities, video bloggers, and game bloggers. The celebrities will post short videos and social media updates in the early stages to warm up for the mid- term activities; in the mid-term offline activities, the bloggers and game bloggers will warm up for the mid-and late-stage games for all; in the mid-and late-stage games for all, the celebrities and bloggers will promote the upcoming opening of the new shop. - Shopping district activities The offline activities will be carried out in the shopping district in the medium term, and the overall color of the event site will be Tiffany&co and Dunhuang culture. The stand will be decorated with Tiffany&co's classic collection and available for VR fitting, with celebrities and self-publishers wearing Dunhuang culture clothing and Tiffany&co accessories. Tiffany&co's furniture collection will serve afternoon tea at the event. - Pop-up store A competition will be held in the flash shop for all, with prizes from Tiffany&co's collection of accessories, the price of which will be determined by the prize, and all participants will receive a Tiffany&co collection catalog. - The new shop New shops will be opened after all the events, in Beijing, Shanghai, Guangzhou, Chengdu, Hangzhou, and Tianjin, with a celebrity invited to promote the opening of one of the shops in each city. - Social media advertising Social media will be used to send out product advertisements and posts throughout the year and post short storytelling videos during the pre-and mid- campaign campaign by self-publishing video bloggers to promote the product. - Sponsorship of popular films and TV shows Sponsorship of popular films and TV shows and sponsorship of accessories when actors participate in events related to the film or TV show. - Popular game tie-ins

Set up in-game vouchers or gift vouchers that players can redeem by collecting in-game vouchers and completing tasks in offline shops. - Traditional Advertising Branded electronic advertising on the facades and electronic screens of commercial complexes Section 4 – Media Plan • Media Objectives Based on the previous analysis and planning, the media objectives are listed in the following directions: 1. Increase Brand Awareness - Increase awareness among GenZ's affluent demographic by 15% over one year through strategic placement on social media such as Xiaohongshu, ShakeYin, and Weibo. 2. Increase website traffic - Increase website traffic by 20% through digital advertising and high-traffic lifestyle websites such as Jitterbug Mall, Taobao, and the website. 3. Increase Social Media Engagement - Increase social media and public followers by 10% by co-producing and posting short videos with quality video creators on Shake, Xiaohongshu, and Weibo. • Media Strategy Media is essential in marketing, and media plans effectively provide a strategic plan for allocating resources, reaching target audiences, and integrating communications (Constantinides, 2014), ensuring that marketing campaigns are focused and effective. Social media - Social media platforms provide a powerful means to increase brand awareness and build brand image, allowing brands to reach a wide range of target audiences and present products and services to consumers (Vinerean, 2017). Facilitating interaction with target audiences allows brands to personalize their offerings to their target audience. Brand exposure can be increased through interactions and sharing between people on the platform. Influencers - By seeking out influential weblebrities and quality short-form video and self-publishing workers who can be highly influential to followers (Ki et al., 2020), working with brands can increase brand credibility and loyalty and attract new audience segments.

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S3+S4(S1+S2).edited

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