Advanced Content Creationautumn 2018

Multimedia DesignBusiness Academy Aarhus

Andreea Fernea

https://www.facebook.com/Best-Exam-Ever-1973460709386202/

Supervisors: Jeanne Nissen, Michael Hvidtfeldt, Murat Kilic****Additional material in the .zip file

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If you look right now around you, all different kinds of stories are gravitating in an infinite uni-verse of creation since the first days of humanity. They are one of the greatest tools known by human beings, used for expressing feelings and sharing experiences. For the act of commu-nication, in general. Now remember this: every word you speak is a symphony of details that make you exactly who you are. However, good stories are not found at every corner and that’s okay. Not everybody should tell their story through words. That’s why we have all the other types of art. And science. But now, mastering the art of storytelling is the key to master one of the most powerful and prominent form of communication: the words.

After so many years, all this uniqueness of being able to use the power of storytelling has been drained out by the industry. And by “industry” I mean copywriting, advertising, marketing, everything without enough feeling and soul. Long story short, this is when Storyscaping was born. A collusion of great minds ended up in an explosion of imagination and innovation.

Storyscaping is the next great thing happening in the world of suits and ties. Because now, it’s not enough to tell your story in a nice way, you need the twist to be seen in this world of capitalism where a company is born every minute around the globe. The twist is to engage the consumer, to make it a part of the company family and create an immersive experience for it when searching, buying and using your product. Easy to say. I know. I guess your question now is an uppercase HOW. My answer is also an uppercase one: ORGANIZING IDEA + EXPE-RIENCE SPACE. It’s like a simple math equation in a world of creation.

The organizing idea is the DNA of the company, it is based on digging deep enough in the de-sert to discover the water source. The experience space is literally the place where the magic happens: different channels and touchpoints. An example could the one and only social me-dia. In this report you will understand how the organizing idea will connect with social media, websites, the store itself and any other channels we’ll discover along the way. This connection will give birth to content creation. Brace yourselves. You’ll witness history being written. IN

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INTRODUCTION 1

PROBLEM 2

METHODOLOGHY 3

ORGANIZING IDEA 4

EXPERIENCE SPACE 5

CONTENT 16

SPONSORED POSTS 24

TIME AND BUDGET 25

CONCLUSION 27

REFERENCES 28

APPENDIX 1 29

APPENDIX 2 32

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I already explained the theory behind what we are trying to do for this project. Now, I’m going to take you through our process and plans for how exactly we are going to bring the twist magic of Storyscaping to Lakor, a Danish clothing brand. We know so much about them from the second project where we discovered their organizing idea. But don’t worry. You’ll get to know them as good as we do while reading the next pages.

We? We who? I keep writing “we”, but we haven’t officially introduced ourselves yet. Even though this report is going to be written individually, me and my part-ners in crime (Luka, Nikola and Siggi) are the brains behind every grain of crea-tivity planted in the soil also called Storyscaping.

To manage our project, we are going to use waterfall method which is linear approach to the project management. We will use Google Calendar and stop-watch to keep track of our progress and measure how much time we’re spending on creating the actual content, we are going to use Slack to communicate since it’s less distracting than Facebook Messenger, finally we will use Google Docs (Google, 2006) for sharing and collaborating on work documents.

Apart from that, since this project is partially individual, we are going to work together on the brainstorming, strategies and parts of the report related to that, plus parts of creating the raw materials for the content.

The first step is going to be a reflection on our old organizing idea. If we believe it’s not fitting anymore, we will go back to discuss the 4 pillars and try to come up with something better. After that, we will go through the wheel of the 6 criteria for establishing whether the new organizing idea fits or not. The next step is starting to work on the channels and touchpoints we are going to use for deciding where we’ll put our focus on, what is relevant for Lakor, how do they work and what content are we actually going to create based on this. Some professional terms for our plans are: Story system, Social Media strategy, Ideation and Content marketing. This is how we are going to define our Experience Space, how we are going to make use of it and how we’ll actually create the whole concept and craftsmanship called Storyscaping.

During the actual content creation, I will keep track on how much time I’m spend-ing on it, so I could have an accurate number of hours. At the end I’ll multiply it by 500 since that’s the price per hour. For a better analysis of my progress and work hours, I will use easy to visualize statistics formats.

In the end, I will conclude in an argumentation on how is the Storyscaping achieved based on the theory and tools I used, but also based on some testing of the final content created.

Problem StatementHow can we communicate Lakor’s message in order to further the brand loyalty?

Problem Description

What problem are we trying to solve? Well, our focus is not to increase the number of Lakor’s sales. We want people to experience the entire universe of Lakor. The increasing number of sales will come as a reward in the end. We want them to feel the good vibes and the warm breeze surrounding them every time they wear a piece of clothing from this brand. We want them to engage with Lakor and become loyal to the brand. This is the biggest step for every company that wants to survive in this insane world of marketing and advertis-ing.

Analysing the problem, our main goal is to fill the gap on the communication level be-tween the brand and its current customer. Now, we want to do this by bringing the con-sumer closer to the whole experience, which we believe happens in their physical shop. Also, from the first presentation of Lakor in our class we know for sure most of their sales happen in the physical shop. We want engagement, we want personal relationships, we want friends and an experience lived by its fullest.

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As I told you in the Introduction chapter, Storyscaping is achieved when the Organizing Idea and the Experience Space come together as a world around the consumer’s ecosystem. I guess you’re wondering what exactly is Experience Space. I can answer that. The Experience Space is a physical and virtual space, connected through emotional space in order to build a bridge to creating an immersive experience everywhere surrounding the consumer. In order to solve the nonlinear experience problem and to reduce the number of touch points, we are going to dig into the 5 stages of the Story System:

Cast The first stage after you understand the concept that stays in the root of the Experience Space is to list the key touch points between the brand and consumers, by combining them with the social media strat-egy we’ll come up with the base of our content marketing.

A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing. Every post, reply, like, and comment should serve a purpose. (LePage & Newberry, 2018)

First, we did a lot of research about the possible digital touch points. Why only digital? We want to take advantage of the new capabilities of this new age of technology. Furthermore, thinking about Lakor as a brand and its current customer (persona) we can understand both of them belong in the world of millennials.

Based on this statistic of Social Media Usage in Denmark in 2017 (Statista, 2017), we decided to work with Facebook, Instagram, Twitter, Pinterest and Snapchat.

I kept using the term “Organizing Idea” without actually explaining the term. Now is the time for that. What is exactly an Organizing Idea do-ing? It organizes.”It organizes the connections between your customer and your story in a way that builds emotional association and inspires behaviour. Organizing Ideas have the ability to help define how your brand interacts with the customer.” (McColl and Legorburu, 2014)

In the first step of the Storyscaping process and our second exam project from this semester we discussed and used the 4 pillars: brand strategy, consumer insight, consumer journey, product positioning, to define our Organizing Idea for Lakor which was “Ride the wave of tra-dition”. After some more discussions in the team, we decided it wasn’t good enough and completely representative for Lakor.

Therefore, we went back to the roots of our organizing idea which are the 4 pillars, we analysed them again and again, until we finally found it! Our new organizing idea is “GO WITH THE MOJO”. How do we know if it’s actually working 100% for Lakor? The book we based our whole project on, Storyscaping (McColl and Legorburu, 2014), gives us 6 in-gredients for a perfect result: organizes, delivers brand purpose, used brand tone & style, inspire experiences, seeks participation with & for people, activates behavior. The next step is to take our organizing idea though all of these criteria and validate it at the end.

Our new organizing idea gives us a strong premise of how the con-sumer will connect with the story of Lakor. They are called to join the adventure and explore the cold Hawaii (Denmark) as “Mojo” is a specif-ic Jamaican word, so we can argue it organizes. From the first project working with Lakor we know the brand purpose is: “Coastline nostalgia in a modern context”. Our organizing idea aligns and activates the brand’s belief since we are using a modern tone of voice, just like Lakor does and wants to be done, then the word “mojo” is representative for the coastline nostalgia concept. The organizing idea expects an emotional connection in line with the brand therefore it delivers the brand purpose.

As I said the other paragraph, we used a modern and urban tone of voice in our organizing idea, just like Lakor does. Their style is laid back, chill, enjoying the little things in life. Therefore, mixing everything together, we believe we make Lakor a memorable and desirable brand to their target group, which is people with the same way of open-mind-ed thinking and lifestyle.

The whole idea behind our organizing idea is to inspire experience. We want people to go out and enjoy the life with a little modern Jamaican twist. Just how Lakor does it. The organizing idea alone brings funky vibes near the ocean with your friends, taking a break from the daily routine and going in an adventure. Therefore, it seeks participation and activates behavior.

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On addition the usage of hashtag is one of the main things what creates the rise in popularity of Insta-gram posts. Studies show that 11 hashtags per post is the golden number. Anything less than that or more decreases the possible reach of the post. It is also a good idea to sponsor videos on Instagram because those get three times more comments than sponsored photos. In addition, 80% of all daily Instagram users are watching stories as often as they are checking their feed. This is why Instagram stories are a valuable source as well and are not to be neglected. (Gotter, 2018)

A new and rising asset of Instagram is IGTV. Instagram TV is a great opportunity because of many reasons. Namely, it uses vertically shot videos that creates a much more relatable message in the means that it looks more personal, like you are having a video call with someone you know. In addition, it offers upload time of up to 60 minutes while the users have the option of tuning live in to the feed and posting comments. All of this creates an amazing experience for the viewers and the best of all is that it requires little to no ed-iting skills, it is completely free and it offers the option of linking between Instagram stories and Instagram tv posts. (IGTV CONTENT STRATEGY: What to Create & How to Upload IGTV Videos, 2018)A great summary of the possibilities of IGTV can be expressed this way of thinking : “Everyone is using Youtube as a pro-moting platform , why not get a jumpstart on the uprising platform like IGTV and stay ahead of the game.” (Broomhead, 2018)

ScoreThis part is all about the prioritization criteria through data sets. Before deciding on which platform we are going to focus on and how much attention we will attend to it, we have conducted desk research regarding different platforms. However, considering Lakor’s team, financial resources and our research about this subject (Appendix 1), we decided to use only Facebook, Instagram and Snapchat.

Facebook

Facebook offers a great deal for the promotion of businesses. They present a variety of creative options such as the usage of 360-degree photo content, vid-eos, promoted brand advertisement, text posts, organizing events, stories, etc. However, videos are high in demand and 43% of users would like to see even more from the marketeers, however we should keep in mind that only 15% of them are viewed with sound on. One of the greatest things Facebook can do for us is the option the private profiles using the “share” option in order to promote Lakor’s message for us. That way we can get it across in a more genuine, organ-ic and sincere way, not to mention the increase in our reach this action would create. (York, 2018) We have used the instructions on how to acquire the most out of the business approach to Facebook form the article “Using Facebook for business in 2018”. (C2fo, 2018)

Instagram

As we learned in class in the second semester, Instagram is used for brand awareness and customer engagement.

“Instagram is known for its high engagement rates, partially thanks to better reach but mostly thanks to a really engaged, enthusiastic audience. This is a significant number, and it shows the value of the platform. Even if the list ended right here and there were no more statistics, you already have a reason to use it.” (Gotter, 2018)

“Unlike many other social networks, Instagram doesn’t allow you to add links to every post. Instead, you only get one link, and that’s the one in your profile. Most businesses tend to use this link to drive traffic back to their homepage, and this link can also be a key way to drive traffic from Instagram to campaign-specific landing pages or individual pieces of content.” (Read, 2018)

A Buzzsumo study of over 1 billion Facebook posts from 3 million brand pages found that images posted to Facebook via Instagram receive more engagement than natively published images (Read, 2018)

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Measurement

Our prioritization criteria is brand awareness (@mentions, impressions and shares), audience growth rate (how fast are we gaining followers), post reach (how many people are we reaching with each post) and po-tential reach (how many people could we potentially be reaching). We will use the analytical tools provided to us by the social media platforms. That way we can confidently measure the success or failure of our campaigns to reach our current and potential audience.

Conversion demonstrates the effectiveness of your social engagement.

We will measure our conversion through conversion rate (the number of visitors that clicked a link in our post and followed through with an action) and click through rate (how often people click on a call to action in our posts). We will use trackable URL shorteners, cookies and Facebook Pixel to measure the effectiveness of our campaigns in conversion. Since we don’t have access to Lakor’s webpage we can’t use Facebook Pixel to get a realistic measurement.

Other metrics that we have deemed irrelevant for our current goals but might be relevant in the future include: Engagement metrics and Cus-tomer metrics, those are described as vanity metrics and do not reflect the effectiveness of your campaign. Although these metrics should not be ignored but we have deemed them irrelevant for the time being.

Snapchat

Snapchat is particularly popular amongst young Danes, more specifically fourth of all 20 to 29 year old are frequent users. Across all age groups, 890,000 Danes now use Snapchat – a whopping 77 percent increase over 2013. Instagram has also experienced rapid growth. Some 770,000 Danes were monthly users of the photo-sharing service last year, representing a 55 percent increase over 2013. (Local, 2015) Snapchat is mostly accessed by phone (98% of respondents). (Statista, 2017) 60% of Snapchat’s users are between thirteen to twenty-four years previous. Similarly, sixty-three of its audience is between 18- to 34-year-olds. Our content will be consisted of creating branded lenses as snapchat filters. This is tested as a good strat-egy because Users spend an average of 24 seconds playing with a branded lens on Snapchat. Furthermore, Snapchat is a popular social media platform and it is still rising in numbers of users.

55% of Snapchat users report that they follow one or more brands or businesses on the platform. More than 50 percent of Snapchat users will open a brand’s story, and more than 85 percent of them will watch the entire story. 64% of new brand followers will search for brands by the username, while approximately 25 percent will use Snapcodes and less than 10 percent will use deep links. (Siteadwiki, 2017) All of this makes Snapchat a valuable resource and a great platform for a brand to reach out to its targeted audience.

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Based on the statistic from the beginning of this chapter regarding Social Media usage in Denmark, we chose our possible touch points where we also added the webshop and physical store.

Physical Store. From the Problem Description chapter at the beginning of the report we know we want to “bring the consumer closer to the whole experience, which we believe happens in their physical shop”. Therefore, this is our Destination, every touch point will lead somehow to this. We scored it with 9 for Conversion, Brand Loyalty and 8 for Awareness be-cause we want the customer to visit the store as much as possible and this action shows the Prioritization Criteria we listed. We scored only 3 for Reach because we don’t expect to gain the attention of the customer through it.

Website. The website is one of our town centers because it’s the commercial center. Since it’s a webshop, it’s easier to access than the physical one, but you don’t get to experience the whole universe of Lakor. Therefore, we have 7 for Conversion because we’ll link the cam-paigns there to invite the customer to the physical store, sign up for newsletter, but also buy the products. We scored it with 2 for Reach because we don’t expect to gain the attention of the customer through it. We have 5 and 4 for Brand Loyalty and Awareness because the cus-tomer can’t share impressions and show loyalty apart from buying the products. However, we know from the client presentation that the purchase is not happening so often on the website.

Facebook. We aim to set Facebook as a main position of the chain. It should ascend the engagement between the users and the brand to our desired goals. Our goal is to Reach 1% conversion rate and 20% click through rate with 4000 kr. promotion per campaign. This can be measured through Google Analytics and Facebook analytical tools. This will give us informa-tion on how many people are interacting with our content and doing an action on our web-page. This will be measured over a period of two weeks. (SMART Goals) Since Facebook is our most important town center, we aim for the biggest Reach here, 7 for Conversion through our posts, and 5 for Awareness because of the sponsored content and 5 for Brand Loyalty since Facebook is not as personal as the human interaction in the actual store.

Instagram. Our goal for Instagram is going to be measured in brand awareness by expect-ing 160 paid and 60 organic impressions. Based on the current following base we expect a total reach of 15 % of the current number of followers and 30 % of paid reach. We can meas-ure this goal with Instagram’s analytical tools. These metrics are important for us to see if our audience is engaging and liking our content. This is expected over the course of 2 weeks.(SMART Goals) From our research we know that if you need Brand Loyalty, Instagram is your place. That’s why we scored it with 8, but also 7 for Reach and Awareness because we can use the microtargeting tools and sponsored posts.

Snapchat. We aim use Snapchat as an alternative platform in order to share content from and to Facebook(Town Center) for customers who potentially came across Lakor. We want to create user generated content by inviting people to the physical store and in order to use the filters available only at that specific location. We are going to measure it with Snapchat Analysis and by sent photos. Ultimately, we aim to reach 30 users in period of 2 weeks. We scored it with 5 for Brand Loyalty and Awareness because of the UGC and less for Reach and Conversion because of the platform’s usage and purpose.

Newsletter. The newsletter is our gold mine when it comes to the Brand Loyalty. We scored it with 9 because only the loyal customers will sign up for it, 7 for both Reach and Conversion since the loyal customers would engage with the brand and only 4 for Awareness because people need to sign up for it.

Apart from these touchpoints, we also considered Twitter and Pinterest, but because of the lack of human, financial resources and the size of the company we decided to not include them in our strategy.

Tag Based on scoring the criteria, we are going to tag each touch point in order to prioritize each of them. How are we going to do that? I’ll explain that in just a minute. A good thing to make clear from the beginning is that the Story System will end up exactly like a city map, we’ll talk about signposts, roundabouts, town center and the destination. BUT, because we have a limited number of pages, I’ll present you the LONG STORY SHORT. A signpost resembles traditional ads, they serve to bring awareness and direct people into even greater experiences, just like a signpost. A roundabout is a touchpoint where you don’t invest that much time and budget, but you use it to link to other important touch points, just like a roundabout. The town center is the place where the bulk of your resources should be focused on. The destination has the role of building on participation (problem statement) and create deeply engagement.

THE FINAL SHEET

PROBABLETOUCH POINTS

Prioritization Criteria Story System

Reach Conversion /CTR

Awareness Brand Loyalty

Website 2 7 4 5 Town Center

Facebook 9 7 5 5 Town CenterInstagram 7 4 7 8 SignpostTwitter 2 1 1 3 RoundaboutNewsletter 7 7 4 9 SignpostSnapchat 2 3 5 5 RoundaboutPinterest 2 2 2 3 SignpostLakor Shop 3 9 8 9 Destination

Discussion based on Cast/Score/Tag

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Content Marketing Table

After we decided on the name of the campaigns, we used the Content Marketing Table(Ap-pendix 2) to brainstorm more on the content possibilities. The main information we’re looking for about the content are: goal of content, topic/title, content details, keywords, target audi-ence, type of content, where does it go. After that, we combine it with the Story System and the SMART Goals. It turned out to help us test whether we have the right content for each platform, enough content for platforms and the right connection between platforms.

Firstly, we took the Happy Place campaign, the content we wrote in the table and where we plan to post it. We wrote everything down then we added the category of the platform (sign-post, roundabout etc.) after that we checked whether the content suits that type of category and platform. In the end we connected each platform in order to check whether everything is leading to the destination. After that, we did the same for every idea we had.

Inspire Moving forward to the next important thing of our project, I’m presenting you: the concept. Based on the Organizing Idea – Go with the Mojo – we want to bring the same easy going and adventurous feeling in the world of the consumer. We’re using the process of Ideation for inspiring creativity and imagination. So, let’s dig into this process.

Ideation

The first step is the Yellow Zone. This is all about understanding the brand, customer and everything surrounding the brand’s ecosystem. Now, as you already know, we discussed these aspects while coming up with the Organizing Idea and in the Organizing Idea chapter, therefore we’re moving fast to the climax of the Ideation process: Green Zone.

The Green Zone is all about creativity. We don’t allow any criticisms or judgement. This is the step where you can think even about hiring a clown for your business. The only rule is there are no rules, everything is allowed. For brainstorming we used the Word Association method for developing the Happy Place campaign and the 19 Strategies for coming up with other cam-paign ideas.

The Red ZoneMoving forward to the red zone it’s time to evaluate all our ideas, be critical and realistic. These are the ideas we decided on based on the relevance for the brand and organizing idea:

· How to Lakor· Less equals more· You know it looks better on her· Mojo on/ Stress off

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Optimize

Last, but not least, optimize. The whole idea behind optimizing is to create a concept, content and experiences that don’t have an ending. We need to make sure that every time people come across Lakor they find a new story and experience connected by the same idea as everything surrounding the brand’s universe. In a story system every story is not a different iteration of the same plot, it is its own story and it serves a bigger one.

We tried to do the same with our story system and the content creat-ed. Every piece of content has its own story, it makes sense if you find it by itself or if you find other together with that one. Also, they are connected by the ultimate purpose of Lakor which is represented by

the organizing idea and bringing the community together.

Final Concepts

This method of thinking and connecting the tools helped us find leaks of content, but also decide on the final concepts: How to Lakor & This is my happy place. We decided to create content only for these two in order to bring quality not quantity while bringing meaningful experiences for the customer and suitable for the brand.

1. THIS IS MY HAPPY PLACE

Now, this is the moment I’ve been waiting for. The Happy Place campaign aims to refer to every type of personality the customer of Lakor has. Are you a skater? Are you a nature lover? Do you have the time of your life when you’re jamming with the boys? It doesn’t matter who you are and where you come from because the most important thing is what makes your eyes sparkle and your heart jump around. We want people to reflect on their life and think about their happy place, the most comfortable place they could ever be in, near the person they love the most or doing the thing they are most passionate about. In other words, people coming from different places and having different backgrounds still wear Lakor. Based on this, we brainstormed on different slangs for the campaign, trying to use Lakor’s funny tone of voice but with a twist of millennial language. The final slangs are: This is my happy place - for nature lovers, This is my jam spot - for musicians, This is my chill spot - for skaters. These are supposed to represent the different types of people who wear the brand.

We want to touch the feelings of the consumer while trying to not sound cheesy or desperate. We all know the fine line between the viewer saying the situation is relatable or keeping scrolling without even noticing. We believe our message is nostalgic and laid back while trying to capture Lakor’s personality and connect it with the customer. Therefore, our organizing idea – Go with the Mojo – gives birth to this campaign concept. Go with the Mojo is an expression of doing everything that you love without hesitation, as well as “This is our happy place” while they connect the customer with the brand.

After brainstorming, we realized that Lakor’s 10 years anniversary is coming this February, so we took advantage of that and we shaped the campaign around this event. They make sense together. Lakor is the happy place of its creators and they are expressing that to the customers through showing vulnerability for sharing feelings. This aims to create a more personal relationship between the brand and its customers and it solves our problem statement by creating brand loyalty.

2. HOW TO LAKOR

The next concept is a breezy one. We wanted to create something fun that they can post anytime they want. Therefore, when there’s no campaign going on social media, they can engage with the customers more by sharing funny and relatable content. With this concept we want to focus more on conversion and brand aware-ness. The posts will teach people how to live life and deal with situation like Lakor. Our idea behind the concept is that people need to visit the store in order to get exactly How to Lakor.

It works with our organizing idea because it tells the story of the brand. If the cam-paign’s name would be a question – How to Lakor? – the answer could easily be the organizing idea – Go with the Mojo. It inspires a funny and relaxed experience by showing people how to take life not so serios and it activates behavior because of the funny content. The viewer could easily participate in different discussions on the online platforms because of the informality and community feeling.

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Happy Place CampaignSnapchat Filter (Siggi)

Did you know that actually possible to create your own Snapchat filters based on location? We were super excited when we found out. So excited that we based half of our Happy Place campaign on that. We already know Snapchat is pretty popular in Denmark, therefore we took advantage and create UGC out of it. We used Lakor’s illustrations for creating the filters.

Logo for anniversary (Andreea)

The next idea after discussing about the Snapchat filters was to create a special logo for Lakor’s anniversa-ry. I used two of their current logos and fonts for creating them, so that people will see something familiar but with a special birthday twist. Our goal is to use both of the versions for the future content.

Finally, the fun part. After connecting the strategy with the concept, this is the next hard part. We know what we want, we know the brand, the customer, the strategy and the goals. Now let me present you THE CONTENT.

Firstly, we know from the project description that everybody needs to have a video, anima-tion, Instant Experience, captions and copyright. We did all of that based on a style guide that helped us keep Lakor alive in our content, but also improve the visual identity. We’re planning on using the same fonts they have on every piece of content in order to keep the consisten-cy. For choosing this color palette we used Adobe Color CC. We chose different photos from Lakor’s website and the app generated different similar palettes which we ended up mixing together. Our plan is to announce the 10th anniversary event 2 weeks before their birthday. We want to invite people over at the shop to celebrate with us for 2 days during the last weekend. We’ll create special snapchat filters for the store’s location. Based on this we want to create a raffle. People are supposed to take a photo with the filter created and post it on any social media platform. They enter the raffle by tagging Lakor in their post. When the weekend is over, Lakor’s team will announce the winner by going live on Facebook.

During the competition, Lakor’s team will post the photos they receive on Instagram Story in order to promote the event more and to give the customer the feeling of participation, being part of the brand and community. This is the first type of User Generated Content that we want to create. We also had the idea of creating a special cardboard frame inspired by the Snapchat Filter for people who are not on Snapchat but still want to be part of the competi-tion. However, we decided to keep this as an idea because of the lack of time.

Cont

ent

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Posters + UGC (Andreea)

The next content idea is posters. I created them by mixing the photos I took during the video shooting, always considering the rule of thirds and I added parts of the text I wrote for the video. Some of them also have Lakor’s logo or the anniversary logo I created. The whole idea behind the posters was to raise aware-ness and promote the event. I tried as much as possible to keep the same vibe as Lakor has in their photos by adding a Photoshop old school filter and grain. The formats of the posters were suitable for Instagram Story and Facebook posts. Plus, I created one poster that aims to involve the viewer by asking “Where is YOUR Happy Place? Tell us about your happy place in the comments”. The post has 3 formats, for Insta-gram Story, Facebook post and Instagram post.

Cinemagraphs (Luka)

Cinemagraphs are an interactive way of displaying the quality content. We believe they are a good oppor-tunity to create an atmosphere and a great way of catching the eye. But wait, do you know what a cine-magraph is? “Cinemagraphs are still photographs in which a minor and repeated movement occurs, forming a video clip. They are published as an animated GIF or in other video formats and can give the illusion that the viewer is watching an animation.” https://en.wikipedia.org/wiki/Cinemagraph And this is exactly what we did. During the shooting we made sure we have enough raw material for creat-ing cinemagraphs in Photoshop. The material has to be still and aesthetically pleasing. In the end we added the same filters we used for photos and the rest of the content for keeping the same style over the plat-forms and pieces of content. (You can check them in the zip file/online)

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Videos (All of us)

As I said earlier in the report, we created from the beginning 3 different slangs that will represent the dif-ference of Lakor’s customers. Now, we based our videos on these slangs. During the shooting, we divided the work. One of us was filming with the camera, one of us was filming with a phone for a vertical format and one of us was taking photos. Usually, another person was an actor or helping with the production. We decided to film in the forest/sea for the Happy Place video (nature lovers), at Godsbanen for Chill Spot and at a dorm music room for Jam Spot. The actors were our friends and the clothes they were wearing were brought from the store in order to promote them. These videos are the main piece of content because they tell a more detailed story of our concept and they represent our vision on the campaign and brand. We cre-ated them in order to raise awareness, promote the event and the brand, but also to tell different stories that aim to engage with the customer.

After filming, Siggi assembled the raw material, the scenes, based on the story boards we created before shooting. I added the text, music and color filters. The idea was to create short, but eye-catching video for both Facebook and Instagram. We had different videos for Instagram Story, edited and assembled by Nikola and Siggi.

In the end, Siggi and Nikola also created a hyperlapse for highlighting the slang “This is OUR happy place”. The video was showing the road to the store in Aarhus and it was trying to communicate a thankful, warm feeling for the customers who made it possible to get to the 10 years anniversary.

Newsletter (Siggi)

After making sure we have event awareness, the next step is increasing the brand loyalty. What a better way than the newsletter? We already know that people who signed up for this are loyal customers, but we want to make them feel more special. Therefore, after inviting them to the event, we decided to give them a loyal-ty reward if they participate in the competition. This would also increase the chances of them coming to the event. Siggi created a banner in Photoshop for the header of the email, so people recognize Lakor’s signa-ture and coastal vibes. We used Mailchimp for assembling the pieces of content and creating an effective layout.

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• How to stay afloat

• How to win an argument

Captions and Copy

For both the campaigns I try to create friendly and relaxed captions. I focus on using the current tone of voice Lakor is using for keeping the viewer in the same atmosphere and create a personal relationship. The text created for captions and copy aims to inform the viewer, create brand loyalty, but most of all, bring Lakor’s DNA to people, so they will experience the real vibes of the brand.

Instant Experience (Andreea) Moving forward, if you’re new in the world of social media marketing, you’re probably wondering what is an Instant Experience. This is the definition written by its creators.“ Instant Experience (IX) is a full-screen, post-click experience that lets you bring your brand or products and services to life on mobile. In an Instant Experience, people can watch engaging videos and photos, swipe through carousels, complete a form, quickly view your products and explore lifestyle images with tagged products. It can be used with almost all Facebook ad formats – carousel, single image, video, slideshow and collection.” (Facebook, 2018)

I created this in order to advertise the upcoming event. This is going to be one of the sponsored post and it includes the long video about Happy Place in order to introduce the concept to the viewer, an invitation to the event, the video entitled This is our Happy Place for keeping the warm and inviting atmosphere. The ending is one of the posters that embraces our whole concept in a few words and leaves the reader in-spired. I used the white gradient on the photos in order to make the content flow and create unity, not boxes placed on top of each other.

You can check it here: https://fb.com/l/2l388VtrIqSMxoM

How to LakorInstant Experience (Luka)

For this content we used a more graphical approach. If the Happy Place campaign was more about using videos and photography, How to Lakor is based on their patterns and illustrations. The instant experience aims to raise awareness about the products in an interactive way while bringing a smile of the viewer’s face. The idea was to present the brand’s clothes as a comparison between them and “ugly” clothes. Attached to this, we used an animation in order to catch the eye and share information easier. (Video in the zip file)

Posters (Nikola and Siggi)

Now last, but not least, the posters! Here we have different posters we want to use on Facebook and Insta-gram. They are made in the style of infographics with a more minimalistic approach, but at the same time eye catching because of the contrast between the used colors and the font weights and style.

• How to fish

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For this project we were asked to keep the track of what we did as a group and indi-vidual. As I said in the methodology, my group and I used the waterfall method for managing the time and tasks for the project. We calculated the time together when we were shooting and collecting the raw material and separately for the content creation. For timing how long it took us to create the content we used the stopwatch on the phone. We are going to price everything with 500kr/hour. However, we were asked to consider which level of expertise we own in the particular field and price the hours based on that (rookie-50%, intermediate-75%, experienced-100%).

I used the Data Visualization method we learnt in the class I created the pie chart to show how much time I spent on creating every piece of content which makes it easier for the client to visualize the time spent on everything. For social media marketing I plan to sponsor the Instant Experience for both

campaigns. They can be shared on both Instagram and Facebook and they were designed as a call to action content, so it’s easy to measure the effectiveness. Lakor has a budget of 10.000kr for every month. Each of our campaign will take 2 weeks, so 5.000kr for each. Now, everybody knows Facebook is more effec-tive and expensive than Instagram, therefore 4.000kr goes to Facebook and 1.000kr to Instagram.  

Now, the hard part is to target the right people. I am going to use two methods of selecting the right audience. The first one is retargeting. “Social media retar-geting works by connecting you with shoppers who have already visited your site on social channels while incorporating shopper behavior from the open web. As shoppers browse elsewhere after they leave your site, social retargeting can reintroduce them to products they’re already interested in — and offer them a promotion that encourages them to return to your website and purchase.” (Ho, 2018) But how do we use retargeting in Lakor’s case? One of the tools provided by Facebook to help businesses is Facebook Pixel, “a piece of code for your website that lets you measure, optimise and build audiences for your advertis-ing campaigns.” (Help, 2018) Lakor already has this installed on their website and we know they are tracking who view their page, add something to the cart and buy something. Therefore, we’re going to use the audience segment who already bought or add clothes in the cart in the last month because as we said in the problem description, I want to further the brand loyalty, so I’m targeting people who already know about Lakor, their products and values. The next thing I’m going to do is use the mail list from the newsletter and target everybody on that list. Plus, I’ll use the offline activity and target people who visited the store in the last month. For Microtargeting on Facebook and Instagram I aim to help a current customer of Lakor complete a step in the customer journey and further the brand loyal-ty, not search for other possible customers. “Micro-targeting is useful to help someone complete a step in a specific journey, such as complete signing-up (if they stopped mid-way) or initiate a checkout (if they abandoned a high value basket).” (Singh, 2018) Based on what I know about the target audience and per-sona we are going to segment based on: gender (males), age (25-35), location (Aarhus) and people who liked the Lakor’s Facebook page. Even though Face-book gives you the opportunity to have even more specific criteria for targeting, I believe the chosen criteria is enough to have a solid segment and reach the right people.

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Here we are, concluding on the process of StoryScaping. How does the StoryScaping come to life? Immersive experience. StoryScaping aims to unify the relationship between the consumer and the brand. After mixing the Organizing Idea and the Experience space we need to end up with a better communication and a personal relationship with the external world, people. How did we do this? We tried as much as possible to follow the recipe to success, but there isn’t such a thing. The only way of finding what is right or what is wrong is experiment. However, since we don’t have the possibility to do this and test it for real, we can only assume our content will work. Our goal was to test the final content but because of the lack of time and access to Lakor’s customers we didn’t do it.

However, the whole idea of Storyscaping is to create great experi-ences with the brand. Through our content we shared feelings, show interaction, and ask for the involvement of the client. Everything for creating a completely new universe around him. Also, we tried to share a clear message and be transparent in the communication. But, did we do the right thing after all? Only the future can answer this.

In total I spent 34 hours and 15 minutes for creating the content. As you can see in the pie chart, most of my time was spent on editing the video (adding text, sound and filters). Since I am an intermediate in vid-eo editing, I am going to price 75% of the hours. Therefore, I’m going to ask payment for 5.25 hours which is 2.625kr. For writing the text for the videos, I spent 1 hour, but I am experienced in writing, therefore it’s 500kr. For adding filters to the cinemagraphs I spent 45 minutes and I am expe-rienced, therefore 375kr.  For editing the photos from the shooting it took me 1 hour and a half, I am experienced so 750kr. Before that, for shooting all the raw material it took 2 hours to take the photos during the Skate shooting, I am experienced so that’s going to be 1.000kr. For filming the nature video I spent 3 hours, I am an intermediate and the price would be 1.125kr. During the shooting in the music room, I was taking photos and filming with the phone for the vertical videos for 3 hours, I am experienced with both of them, so the price is 1.500kr. Creating the Instant Experience took me 5 hours but I am a rookie, so it’s going to be 1.250kr. For design-ing the new logos I sent 2.5 hours, I am experienced so the price would be 1.250kr. Creating the posters and the Instagram Story posts took me 3 hours, I am experienced and the price would be 1.500kr. We decided to create a longer video by combining all the small ones and that took me 1 hour and a half to do this, I am an intermediate so the price is 562.5kr. However, we decided to change the music for the long video and I spent 1 hour to search for the song and mix it a little bit so it suits the video better, I am a rookie so it costs 250kr. Last but not least, I spent 3 hours to do the logo animation for the event cover, I am a rookie and the price would be 750kr. The total price on the content created by me is 13,437kr.

As a team we spent 94 hours for creating the content and the final budget as a group is: 37.537kr.

Apart from this budget we need to add 10.000kr for the sponsored posts, 145kr for the music in the video and snapchat filters.

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Broomhead, C., 2018. thenextscoop.com. [Interactiv] Available at: https://thenextscoop.com/use-instagram-igtv-business/ [Accesat 26 11 2018].C2fo, 2018. C2fo. [Interactiv] Available at: https://c2fo.com/resources/vendor/using-facebook-for-business-in-2018/ [Accesat 26 11 2018].Facebook, 2018. Faceboook Business Help. [Interactiv] Available at: https://www.facebook.com/business/help/183469315334462 [Accesat 14 12 2018].Gotter, A., 2018. adespresso.com. [Interactiv] Available at: https://adespresso.com/blog/instagram-statistics/ [Accesat 26 11 2018].Help, F. P., 2018. Facebook Pixel Help. [Interactiv] Available at: https://www.facebook.com/business/learn/facebook-ads-pixel?ref=sem_smb&utm_source=GOOGLE&utm_medium=fbsmbsem&utm_campaign=G_S_Beta_AdvertiserPixel_Brand_EMEA_EN&kenid=_k_CjwKCAiAjNjgBRAgEiwAGLlf2jE0a8v-t9dNvItERGhs7uEsIdE7m-koNX4-C_XFa3x3U5kDh2h2y1BoChNAQA [Accesat 15 12 2018].Ho, B., 2018. Social Media Retargeting: How It Works and Why You Need It. [Interactiv] Available at: https://www.criteo.com/insights/social-media-retargeting-how-it-works-and-why-you-need-it/ [Accesat 15 12 2018].IGTV CONTENT STRATEGY: What to Create & How to Upload IGTV Videos. 2018. [Film] Regia Salma Jafri. s.l.: Salma Jafri.LePage, E. & Newberry, C., 2018. Blog. [Interactiv] Available at: https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/ [Accesat 1 12 2018].Local, T., 2015. thelocal.dk. [Interactiv] Available at: https://www.thelocal.dk/20150123/danish-media-trends-snapchat-instagram-facebo-ok-twitter [Accesat 26 11 2018].McColl, G. L. &. D., 2014. Storyscaping. US: Wiley.Read, A., 2018. Buffer.com. [Interactiv] Available at: https://buffer.com/instagram-marketing#instagram-marketing-strategy [Accesat 26 11 2018].Singh, A. R., 2018. Micro-targeting. [Interactiv] Available at: https://businessesgrow.com/2018/03/14/micro-targeting/ [Accesat 15 12 2018].Siteadwiki, 2017. Siteadwiki. [Interactiv] Available at: http://www.siteadwiki.com/2017/08/snapchat-statistics-users-per-country.html [Accesat 26 11 2018].Statista, 2017. Snapchat usage in Denmark 2017, by device. [Interactiv] Available at: https://www.statista.com/statistics/864589/snapchat-usage-in-denmark-by-device/ [Accesat 26 11 2018].Statista, 2017. Statista. [Interactiv] Available at: https://www.statista.com/statistics/577440/daily-social-media-usage-in-den-mark-by-site [Accesat 10 12 2018].York, A., 2018. Sproutsocial. [Interactiv] Available at: https://sproutsocial.com/insights/facebook-marketing-strategy/ [Accesat 26 11 2018].

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S.M.A.R.T Goals

Specific(specific final destination, 50, 500 followers)Mesurable()Attainable(Previous experiences)Relevant(Relevance to the problem statement)Timely(Giving deadline keep you accountable)

Instagram: Our goal for instagram is going to be measured in brand awareness by expecting 160 paid and 60 organic impressions. Based on the current following base we expect a total reach of 15 % of the current number of followers and 30 % of paid reach. We can measure this goal with instagrams analytical tools. These metrics are important for us to see if our audience is engaging and liking our content. This is expected over the course of 2 weeks.

Facebook:We aim to set Facebook as a main position of the chain. It should ascend the engage-ment between the users and the brand to our desired goals. Our goal is to reach 1% conversion rate and 20% click through rate with 4000 kr. promotion per campaign.This can be measured through Google Analytics and Facebook analytical tools. This will give us information on how many people are interacting with our content and do-ing an action on our webpage. This will be measured over a period of two weeks.

Pinterest: We aim to bring Lakor’s soul towards multiple target groups by creating humorous illustrations on different topics and ultimately direct people to even greater engage-ment, Facebook. The aim is to reach 30 interested people per post, tracked by likes and shares.

Twitter: We aim to use twitter as an alternative platform in order to share content from Face-book(Town Center) to target customers who potentially came across Lakor in order to bring awareness of the brand and avoid having a dead end in linking. The goal would be to track 10 “@mentions” during 2 weeks of campaign.

Snapchat: We aim use Snapchat as an alternative platform in order to share content from and to Facebook(Town Center) for customers who potentially came across Lakor. We want to create user generated content by inviting people to the physical store and in order to use the filters available only at that specific location. We are going to measure it with Snapchat Analysis and by sent photos. Ultimately, we aim to reach 30 users in period of 2 weeks.

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Competitor Analysis

• WoodWoodAbout the companyWood Wood is a contemporary fashion and lifestyle brand founded in 2002 and based in Copenhagen, Denmark. As a sub-cultural founded lifestyle brand, its founders grew up with graffiti and street culture in the 90’s where style was key. They mix high fashion, sports and streetwear with youth culture, art and music creating the best possible product balanced between style and function. “Wood Wood is much more than a brand. It’s about style and attitude.” (https://www.woodwood.com/about-us)

Social MediaTwitter: 12.3 K followers, posting a couple of times a week, high engagement on product shots and collaborations. They mostly post product shots with links to their shop.

Facebook: 76.3 K followers, posting a couple of times a week, high engagement on new releases and product shots. They are posting a variety of brand related content, everything from product to dj mixes, most posts are linking to the shop section and news section of their website.

Instagram: 181K followers, high engagement on most post especially shoes. They have a clear style-guide and the aesthetic of the feed is strong, they are posting product shots, they dont use alot of hashtags.

Pinterest: They have currently not posted anything on pinterest but they have 8 followers, while searching woodwood on pinterest you can see alot of user generated content some of it linking back to their instagram.

• Skate HouseAbout the CompanySkate House is Denmark’s oldest skate shop - we started in 1986 in Goldsmedgade in Aarhus. Today, Skate House is represented with 2 skateshops in Denmark - Skate House Aarhus and Skate House Odense. Skate House in Odense opened in 1994.

Social MediaFacebook: 1466 followers, they are posting a couple times a month, decent engagement on every post, competition posts seem to gain most engagement, they are mostly posting events, competitions and deals/sales.

Instagram: 590 followers, posting c.a once a week, avarage 60 likes per post, they are mostly posting product shots and deals, they have a link to their website in bio and they are averaging 10-15 hashtags on each post.

Native NorthAbout the CompanyNative North clothing stems from the synergy between timeless Scandinaviandesign and meticulous attention to unique and high quality fabric choices.Taking inspiration from traditional Scandinavian craftsmanship, classic designsand our culture we aspire to emulate the Scandinavian lifestyle and philosophy.

Social MediaFacebook: 1409 followers, they are posting a couple of times a week, they have rather low engagement on their posts and are mostly posting product shots with links to their web-site.

Instagram: 4192 followers, posting a couple of times a week, they are getting 40-70 likes on each post, they are posting product shots in nature setting and style guides and they are using 3-11 hashtags per post.

ELSKAbout the CompanyELSK is a danish sustainable clothing company that aims to target a niche group of peo-ple that share the same values as the company and wants to change the world through responsible fashion and sustainability.

Social MediaFacebook: 10,6K followers, they are posting 2-3 times a week, they are posting a lot of propaganda about their message and values, they are getting decent engagement of 70-150 likes on each post.

Instagram: 5225 followers, they are posting once a week, they are getting mixed engage-ment of 80-800 per post, they are posting propaganda with their message in mix with product shots, they use a rough average of 6-7 hashtags on each post and they have a pretty strong aesthetic on their feed with most pictures using the same color filter e.t.c.

Mads NorrgardAbout the CompanyMads Norrgard is a danish fashion design company that wants to create good fashion but in respect to the world we live in.

Social MediaFacebook: 15,334 followers, they are posting almost daily, at least few times a week, high engagement on product shots, they are posting product shots with links to their website and some blogs from their own website.

Instagram: 107 K followers, they have a clear style guide and all images are cropped in the same size to create a consistent aesthetic in the feed, they are mostly posting product shots with models and they are averaging 200-2500 likes on each post, they have a link to their website in bio and they are not using hashtags

Tumblr: They are posting unrelated artsy inspiration photos, there is a strong aesthetic to their tumblr page.

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