CONTENT MARKETING
I worked in a team to create a social media campaign for Aim toothpaste. I assisted in developing the strategy for the campaign, I created mockups of an image ad and a poll, and I helped write the documents that accompanied this assignment.
CONTENTS
CREATIVE BRIEF
RATIONALE
Platform rationale
We have chosen to use Twitter as our SM platform because the ads can be presented in an easy-to-follow fashion, and many people will not find a toothpaste ad to be intrusive on this platform. In addition, Twitter offers multiple approaches for ads to be presented, and users can easily connect to their favorite companies.
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Design Rationale
Across all of our posts, we decided to implement the hashtag, #AimForYourBest. This is because all of our posts relate to taking steps to self-improvement. This connection between content, combined with different styles of Tweets, creates a campaign that keeps users engaged, without getting tired of the content being posted.
First, we decided to create a poll because it granted an opportunity to engage directly with the target. Direct engagement is one of the perks of advertising on social media and this format creates an image of Aim Toothpaste in the consumers’ minds as a company that strives to connect and foster relationships with their consumers. This, in turn, leads consumers to spend more time thinking about the Aim brand.
We then decided to create image-based Tweets, with our first making the connection between Aim, Easter and Spring. This creates an association between a popular holiday and the Aim brand.
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MOCKUPS
Created by Kirsten DeZeeuw in Adobe Photoshop