For this workshop I needed to produce a campaign concept for the product Ribena, with its new additional range of flavours. In order to do this effectively I needed to understand the process of how to market a product and incorporate ways to successfully engage the target audience. Emma Harvey, who was leading the workshop, allocated us into our pairs and then gave us specific target audiences. These audiences were as follows:
- Students
- Parents
- Children
- Teenagers
Key areas of focus when marketing
User experience: To understand and produce a website, marketing campaigns for a client which is user friendly, relevant and effectively engages that particular audience.
Creating personas: To Gather Information on audience demographic for example, know who you are advertising for.
Know how to engage an audience: How do plan on achieving this.
Personal values: Know what the audience wants and what they feel more strongly about, which should allow for key marketing.
Timeline of persona: Creation of a timeline to show what a persona may or may not do within their everyday schedule. Show what medias they are exposed to and which ones will be more effective at advertising to that person.
Jessie's persona / demographic Mind Map
My partner Lizzy and myself were given students as our focus to market this brand around, in order to understand our audience effectively we needed to construct a persona. This persona would allow us to understand a selected fictional member of that audience and understand important information, that could be used to help create a range of appropriate advertisements. However, before we did this we had to identify demographic information with statistics that allowed us to understand our audience as a whole.
After producing a mind map outlining the general demographics for our student target audience, we discovered that most young people today, especially students, are very active on social media, we believed that this was a key component to advertising this product to this cohort effectively. We also thought that students would be more interested in the product, if there were discounts and cheaper offers available to them, due to there being differences in income for students. Originally, the age range we looked at was 15 - 26 year olds, as this range covers the main age range of students. However, we decided that we should focus on 18 - 26 year olds as we thought by incorporating alcohol that it would satisfy and maximise interest in our product.
Using this overview of the target audience we were able to point out some aspects which would help in creating a convincing persona for the campaign, containing realistic applications, ideals and wants for our fictional character Jessica. We decided that Jessica was an Art Student who attended the University of Huddersfield; this made the timeline easier to construct as both Lizzy and myself were students currently studying an art based course, this would make the timeline as accurate as it could possibly be, avoiding wrong interpretations.
This was the point that we created our timeline for Jessica's typical day and what she may or may not come in contact with, this would narrow down which media platforms and advertisements would be most effective to use to market to Jessica. We found that lots of typical traditional ways of advertisement, such as billboards and posters, would not be very effective for Jessica as she mostly uses social media and applications on her phone, meaning that her attention is selected and she may be unaware of her current surroundings. After much discussion we decided that we would have to focus on the social media aspect and intergrade it with many other forms of advertisements, such as flyers and pamphlets, with some possible goodie bags.
Social media platforms / applications which we would include for the product campaign
Knowing that we needed to focus on a range of social media we complied a quick list of social media platforms and applications we use on a daily basis. These are:
- You Tube
- Tumbler
- Spotify
- Snapchat
- Facebook
We were both interested in accessing You Tube for the main marketing of Ribena, This was due to the increasing popularity of video marketing in recent years. Lizzy suggested that we look at a You Tube Channel known as Tipsy Bartender https://www.youtube.com/user/TipsyBartender this channel looks at creating creative cocktails that you can create at home. This was a great opportunity to include alcohol into our Ribena flavours and was an interesting approach to interact with the potential customers .
Our Ribena flavours
- Mango & Lime
- Pineapple & Passion Fruit
- Orange & Guava
The #Ribenacoctail Freshers Festival / Online Video Campaign
Using Tipsy Bartender as our main online video campaign producing a series of daily videos for the whole week of freshers, I also thought that by having a celebrity guest to appear on the video would also create interest. I needed to pick a particular band or music artist to join in on the fun in promoting the product. The suggested guests I thought that would be best suited to my target audience, students, are as follows:
- Avicii
- Imagine Dragons
- David Guetta
- Mumford And Sons
I decided that one of the best ways to promote and interact with customers and the product for students would would be at the renowned University Freshers Festival, and we would give away freebies and serve alcoholic cocktails made with the new Ribena flavours. This would perhaps allow for a collaborated joint product branding for companies such as Smirnoff, who could help by supplying vodka for the event, similar to the Doritos and Pepsi collaboration a few years ago.
Two stalls would be present at the festival.
Two stalls would be present at the festival.
Event Merchandise:
- Ribena Shot Glasses
- Ribena Bags
- Ribena Key Rings
- Ribena Application - Allows Discounts And Announcements to be seen easily. User Friendly Interface, Sleek GUI system, keep in mind age of audience.
Event Merchandise:
- Ribena Shot Glasses
- Ribena Bags
- Ribena Key Rings
Event Additional Ideas
Spotify Free Advertisements
Seasonal Promotions / Seasonal Flavours
“Similar Concept To Mc Donald's Mc Flurry and or Burgers
Sponsored Clothing - Popular Clothing Retailer - Superdry, Next, Topshop, Topman, Nike.
Campus Freshers Promotion; Have two alcoholic tokens so that students can try samples (ID Is Also Required) of product with alcohol. Also include freebies such as: key chains, bags, Plastic sachet drinking container, promotional codes and discounts. The event would be a more interactive way to promote a product and would be very popular for the start of the semester.
Overall I really enjoyed this User Centred design workshop. It was a new experience, giving myself a much more sophisticated look at how to advertise to a specific consumer in the market, understanding a consumers wants and needs. This user experience process could be applied to my projects throughout the year.
