OUGD504: Brief 4: SONY music / ONLY studio Brief
Concept Development
Based on feedback from a group of students I found the strongest initial concept was the Instagram photography campaign as this appealed to the target audiences social lifestyle and interest in visual culture. I will identify the viability of this concept through further research and development in order to asses the potential success of this digital campaign. This infographic informed my decision as my target audience is 14-25, these statistics show the 37% of 18-29 year olds use instagram which is a significantly large proportion of the target audience. To further establish this I conducted some simple primary research asking students about their Instagram habits, I found 85% my sample used Instagram on a daily basis. I also found that 65% of students have entered Instagram competitions or giveaways and of these students the average number of competitions entered was a 5. This research shows shows that utilising Instagram for my digital campaign would be successful as a high percentage of my target audience interact with this form of social media and engage with competitions through the application.
Based on feedback from a group of students I found the strongest initial concept was the Instagram photography campaign as this appealed to the target audiences social lifestyle and interest in visual culture. I will identify the viability of this concept through further research and development in order to asses the potential success of this digital campaign. This infographic informed my decision as my target audience is 14-25, these statistics show the 37% of 18-29 year olds use instagram which is a significantly large proportion of the target audience. To further establish this I conducted some simple primary research asking students about their Instagram habits, I found 85% my sample used Instagram on a daily basis. I also found that 65% of students have entered Instagram competitions or giveaways and of these students the average number of competitions entered was a 5. This research shows shows that utilising Instagram for my digital campaign would be successful as a high percentage of my target audience interact with this form of social media and engage with competitions through the application.
The basis for my concept is a photo-filter to be used through instagram that will be an engaging extension of the bands current visual identity with the distinct aesthetic of their album, posters and collateral. The campaign will engage the target audience to apply the filter to their own photos and share them across instagram and other forms of social media using custom hash tags to promote the album and create a buzz surrounding its release.
The photos shared with the hash tag will be entered into a competition to be used on the bands merchandise, this will further engage the target audience to share photos with the incentive of a prize.
This will utilise social media creating a buzz around the album however to encourage pre orders of the album the digital website will have a pre-order section that when a user signs up to pre order the album they will receive an exclusive pre-sale code to the bands upcoming tour to ensure a a higher chance of getting a ticket for the tour.
The digital website will have a live feed of the entries to instagram filter competition displaying fan photography on the website in real time, there will be a pre-sale section, upcoming information about the tour and blog posts from the band to make the fans feel more connected to the band members.
These components will all come together succinctly to create a cohesive and engaging digital campaign that appeals to the target audience using social media to create a buzz surrounding the release of the album and will encourage pre-orders through the incentive to receive a pre-sale code for the tour. Further futures of the digital website are used to further engage the audience and keep them returning to the website with constantly updated information and blog posts adding extra insight to the album such as 'behind the scenes' and 'updates form amber'. This will create a immersive digital experience for the target audience that will ultimately create an engaging platform for fans to engage with upon the release of the bands debut album.
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