Studio & Entrepreneurship
This week’s lecture gave a great indicator for developing promotional ideas that can lift your product or services for the world to engage with. The key things I took away from the lecture I believe are essential are the idea, documentation of delivering the product and strategic planning in communicating your product via which medium to channel. Michael Lester: the World Smallest Portfolio is an incredibly documented self-promotion that is simple and engaging for everyone to enjoy, that the smallest things in life can have such an impact through media attention. I completely love the consideration of the project from start to finish, documenting the use and form of the product. Totally an inspirational piece of genius that works effectively in producing something lovely with a hit of wit.
TBWA South Africa ad agency delivered an interesting creative craft for their clients when a brief arrived on brown envelopes that they call job bags. The design team would intercept the briefs from the ‘above the line’ where they would make the briefs as their physical canvas to make interesting intricate pieces of paper art, transforming their client’s briefs into multi-dimensional design pieces, showing what amazing things they can create with their briefs. The pieces of paper art had been considered highly by the clients and showcased in the client’s offices, mounted on walls and furniture. TBWA started to see a magnificent rise in gaining new work which rose by 450% in their system, which benefited in showing the wealth of talent they had to offer.
Droga5 takes us on a hyperlink trip in The New York Times campaign
The New York Times campaign I came across was a beautiful piece that resonated with me about creating the documentation of a promotional object. This campaign by Droga5 created a small series of adverts that connected objects that related to the content of the reader’s journey from one article to the next demonstrating how journalism helps bring your interests to life. More of Life Brought to Life, uses a series of interlinked objects to replicate the online reading experience, which came to my mind on how I can approach my idea in promoting the journey of growing plots that can help the wellbeing of others. There are many ways this can pushed using many different medium forms from social media, such as Instagram, Tik Tok and YouTube, which can also apply to print adverts with media coverage that may help bring the story to life.
I began writing my thoughts and ideas onto paper to get an understanding of the process I needed to take. I based my approach around build, promoting and story which I believe are the spine of writing up my plane in promoting the product. This helped tremendously in separating the points of marketing and promoting the story behind Big Grow.
I wanted to create a video that would identify the story through hyperlinking words and images like the example I found on the NYT campaign on More of Life Brought to Life which I feel can be highly effective. The fact we touched on documentation of the project in the lecture with Alex, I feel we can use a similar feel to a campaign that can work on social media and other digital advertising. Here I explored a possible scenario of a story in which I outlined a storyboard that is mocked up with annotations of what to be said and seen in the video.
I placed my ideas together on paper to outline the ways I wanted to communicate my product. It was easier to plan my one-page outline showing a rough prototype of my story output, which I believe I would need to create a few iterations to get the right copy to adjust to the idea I believe may work for this promotion campaign.
How do you build, promote and tell the story of your new product?
To make a brand strong you have to tell the story of who, what, when, where and why people should invest in your product or service. I want to outline the story of the Big Grow movement that can tell the benefit of the product, what it can achieve for the wider communities and how you begin your journey. I want to document the process and progress of the product that identifies the benefits of bringing together a healthier and robust community in making food seem effortless in growing plots in their own backyards. The narrative of our story will be generated by showing a packet of produce seeds selected for harvesting. From here the story will unravel the journey of the customer, hyperlinking the story content with images and videos that reveal the benefits of the Big Grow movement. This will reveal the health benefits, community connections, how to get involved, and how to cultivate the experience for yourself and others around you.
We are looking to promote our product through chosen social media channels, such as Instagram, Tin Tok and YouTube which we believe can engage with the generation millennials and Z to show rich content via video output. This can attract impressions through Instagram reels to YouTube shorts that can give quick and insightful messaging to promote and attract a potential audience to make a mark in the Big Grow community. We would like to also engage with families that can benefit in teaching parents and young kids the importance of growing and nurturing crops, but understanding life lessons for kids to develop new skills by connecting with organisations that invest in a sustainable product for the life of a better living. We will be looking to connect with garden centres where we can sell the service and product by putting together small events or pop-up shops to tell the story of the brand in a more personal and interactive way where everyone can learn something from the day. We will build an audience of listeners through podcasting which will have a small panel of gardening enthusiasts that can bring popular experts from TV gardening shows and professors to speak about the importance of growing and nurturing fruit and vegetables with the benefits of our health and wellbeing. These shows will consist of content to is fun, educating and inspiring to help and teach people why we believe Big Grow is a benefit for everyone of all ages.
The story begins with a selection of seed packets that spin in a carousal by selection and reveal a chosen packet to place in someone’s hand. The journey speaks about the playful method of cultivating the experience, through connecting with others, whilst benefiting the health and wellbeing of making and growing a source of food for people to join together. The engagement of this story is hyperlinking to the commentary as the video reveals the narrative of the process that Big Grow has to offer.