The purpose of the multimedia campaign is to ensure brand recognition, reach and sell to the appointed target audience. In order to build a strong campaign that reaches the users, we performed external and internal analysis of the company and the current market. We strongly focused on target group analysis, conducted SWOT and TOWS analysis that leads us to outline the final communication plan.
The goal of the campaign is to encourage users to participate in the video contest and spread the word about YFU international study exchange programs. We want to inform the target audience not only about the contest and exchange programs but also about the strong volunteering community at YFU. The promotional video will encourage the user to apply for the social media contest and later follow the ambassadors’ stories. Those activities will motivate, engage and guide users to apply for the exchange program.
In order to create good research-driven personas, we went on a field trip to Roskilde.
We performed interviews and organized a focus group session. To further elaborate and generalize personas we supported the study with online research based on the general statistics. Furthermore to help us understand Danish youth we created a questionnaire and share with the Danish students living in the dorms in Copenhagen. Combining all the results we created the following two fiction personas.
Users hear about YFU through the mouth to mouth marketing, YFU employees and volunteers promoting the contest at Danish schools. The contest participants are also incouraged to like and share videos in order to increase their chance of winning the contest.
Detailed contest information and campaign video can be found on YFU contest webpage. Their users can easily apply, like and share their short video to enter the competition to win the scholarship and 6-month study exchange. The 4 winners become YFU Ambassadors in 4 different destinations worldwide. Upon return to Denmark, they become loyal YFU volunteers and feel they beloneg to YFU comunity and want to promote and share their positive YFU experience.
In the design brief we discussed project objectives and design goals. We coused on ansering the following questions: What do we want to achieve?, Who is the target audience and what hot buttons do we need to focus on?, What are the branding issues that relate to this project?, Who are the stakeholders?
Furthermore, we defined scope of work and critical deadlines.
In design program we discuss and describe the chosen graphic design choices. We argue for chosen Logo design, typography, color palette and iconography.
Design process section is where we present the steps we took to complete the design. Sketches, wireframes, styletiles, BERT test results
Go ahead and flip through our design guide booklet.
Wireframes were used as simple diagrams that showcase the basic placement of elements such as text and images in a user interface. They demonstrate the intended functionality and basic layout.
They turned out to be a great tool that helped us gap the bridge between design and development team. The simple low fidelity prototype effectively communicated the basic functionality and placement of the elements without distracting the viewer's eye with colors, imagery and typography.
The promotional video will present and promote the contest to students who wish to win the scholarship with YFU.
Main purpose is to attract the target audience who will participate and raise YFU brand awareness. The video will clearly demonstrate the steps on how to participate in the campaign, emphasise the rewards as well as communicate the participation requirements. It will be published on the YFU contest webpage, Facebook and Instagram.
Nowadays images and videos are the most shared content on the social networks. Often the more spontaneous and less-professional videos achieve a much greater level of virality. The less professional videos will give a greater impression of truth and reality. Another benefit of video is it gives creators a wider range of creativity by combining texts, images, and sound. On the other hand, videos are perceived as convenient and allow users to watch the content instead of reading texts. Video content has been proven to significantly increase engagement, conversion, and reach. Moreover, research has shown that users are 80% more likely to follow a video link over a link to any other type of content.
