bcj - digital campaign

BCJ  CAMPAIGN  

OBJECTIVE

•  Have an integrated campaign for every channel, following a similar identity and color scheme and introducing the new logo;

•  Communicate with a young, “hipster”, fashion forward audience but still embrace elements of Christmas such as union and family to relate to the more conservative crowd;

•  Explore the new concepts of family, bringing a positive, open-minded and inclusive message.

THE IDEA

•  Depict different types of families/social circles in Christmas settings using the jumpers;

•  Single mothers/fathers, gay families, grandmothers/grandfathers, interracial couples, ethnic couples, tattooed/pierced couples, etc.

•  Slogan ideas:–  Families have changed, but

Christmas is always the same;

–  Times have changed, but Christmas is here forever;

MOOD BOARD

h,ps://www.youtube.com/watch?v=pbWeH9cztHw  

h,ps://www.youtube.com/watch?v=j2zhVs1cUgU  

MOOD BOARD

MOOD BOARD

MOOD BOARD

LOCATION + PROPS

•  A Christmas decorated living room, dining table or terrace with people seated in a circle, interacting;

•  Living room: Christmas tree, presents, sofas and armchairs, a coffee table with food, a fireplace, etc.

•  Dining table: fully served and decorated long dining table.•  Terrace: an illuminated terrace, snow, snow man.

•  Jumpers: multicultural jumper in the ethnic family setting, different colors and styles in other settings (a simples basic design, a ‘tacky’ design, a design with text… a chance to present different products from the line)

PERSONNEL

•  Producer/set designer;•  Stylist;•  Make up artist + hair;•  Photographer;•  Lights;•  Art director/post production.

•  All personnel can be arranged through UAL, with professionals from LCF, CSM and LCC.

TIMELINE

PRODUCTION AIRING

Setting, photoshoot, planning...

Teaser starts in September, two weekly posts in social media until November + Social PR

June DecSep

•  Channels: Facebook, Twitter, Instagram, Pinterst and Tumblr.

CALENDAR FOR SOCIAL MEDIA

•  Two posts a week from September to October;•  Three posts a week in November;•  Daily posts until 25th of December with three post-Christmas posts.

SOCIAL PR

•  Aim high for famous bloggers and vloggers, sending kits with a jumper, accessories and promotional material about BCJ;

•  Social PR is a cheap and effective way of talking to our target audience. It is risky, though: depending on the kit sent to the influencers, the repercussion may not be worth the investment;

•  The influencers listed are known for being open minded and having a positive view of diversity.

SOCIAL PR

•  UK: –  Zoella (7m)–  Danisnotonfire (4,5m), –  Thatcher Joe (3,8m), –  Caspar Lee (3,8m), –  PointlessBlog (3,8m), –  Marcus Butler (3,5m), –  Tanya Burr (2,9m), –  Charlieissocoollike (2,5m), –  AmazingPhil (2,4m), –  Louise Glitter (2m), –  Jim Chapman (2m),

SOCIAL PR

•  USA: Daily Grace, Miranda Sings, Connor Franta, Joey Graceffa, Tyler Oakley, Mamrie Hart.

BUDGET

•  Production of the promotional material:–  Staff: £0.00 (provided by UAL);–  Props, decorations and set design: £300.00–  Extra costs: £100.00

•  Placement of the promotional material:–  Social media content and posting: £0.00 (in house);–  Facebook ads and Google Adwords: £1,000.00–  Extra costs: £300.00

•  Social PR:–  Development of kits: £40.00 a kit (x 10 influencers = £400.00)–  Shipping: £10.00 (x 10 influencers = £100.00)

OUTCOME

•  The brand’s youthful, inclusive identity should impact on its image among not only consumers but also businesses with which BCJ want to enter partnership;

•  The PR and Social PR efforts will be measured through clipping and insights from Google and the social media channels;