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Analyze the Supreme (https://www.supremenewyork.com) Social Media Platform: InstagramFollowing this requirements:Content strategy goals:Define the main goals of the content strategy and how they relate to brand goals.Audience:Define the audience in a way that is narrow enough to be actionable. Competitive research:Describe relevant elements of competitors’ successes in their strategies that will be built upon in this strategy. I choose Anti Social Social Club and Off-White, please analyze these two competitors.Describe how this content strategy will distinguish itself from competitors’ strategies.Internal research:Describe how strengths/weaknesses from the content strategy analysis that can be used to provide actionable insights for this content strategy.Detailed descriptions of campaigns & high-fidelity mockups:Two Campaigns that I choose: 1. Use Instagram Stories 2. Posts with Stoppable Link on InstagramDescribe the proposed campaigns in detail.Provide information about what metadata (hashtags (#SupremeDaily, #ShopSupremeNow), other tags, titles, etc.) will be used to brand these campaigns. Include instructions on the timing/frequency of how the content of these campaigns will be released.Most importantly, include high fidelity mockups of the content in these campaigns (i.e., build realistic prototypes/examples of what the content in these campaigns will look like). These high fidelity mockups should show clearly what the content in these campaigns will be like.Ensure that these mockups fit within the current design/aesthetic profile of the organization/influencer/group and explain how you will maintain a cohesive design.Ensure that the voice/tone of the mockups matches the current voice/tone of the organization/influencer/group and explain how this will remain consistent. Platforms and algorithms:Define what platforms these campaigns will be conducted on (it should cover all existing platforms and include any new platforms you think are relevant).Describe how the campaigns will be adapted to each platform.Include methods for algorithmically optimizing the campaigns across the different platforms.Metrics:Provide ways to measure the success of the content strategy.Metric for Instagram Story: Instagram BusinessMetric for Stoppable Posts: AwarioExample is in the upload file
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APRIL 2018
CONTENT
STRATEGY
REPORT
MIDTERMS MATTER
A VOTER
ENGAGEMENT
CAMPAIGN
EXECUTIVE SUMMARY
INTRODUCTION
Younger demographics are notorious for their lack of political involvement, especially
during midterm election season. Thus, the Midterm Matters campaign aims to prevent
this trend from affecting the upcoming election cycle. To do so, this localized campaign
will focus its efforts across various digital platforms to provide young, Ohio citizens with
relevant resources that will motivate political action.
RESEARCH
Prior to the development of the plan details, research was conducted to aid in the
development of an effective concept as well as identify specific strategies needed to best
execute it. A competitive analysis of voter engagement campaigns revealed that two vital
components were needed: a lighthearted message and the promotion of user
engagement. This research also identified shortcomings of these campaigns, specifically
that campaigns with too broad of a geographic reach can lack political relevance to local
citizens.
Content strategy and platform usage was another key area of focus. Further research on
the topic reported that the most effective way to target younger demographics was
through Instagram, Twitter, and Snapchat. Furthermore, tailoring unique content to fit
each platform will result in higher levels of engagement for a campaign.
PLAN DETAILS
The Midterms Matter campaign will span Instagram, Twitter, and Snapchat in order to
target college students in Ohio. It will be relatively minimalistic and use a green and blue
color scheme. Instead of primarily using actual photographs, the campaign will instead
focus on illustrations. Furthermore, the campaign prioritizes user engagement and will
do so through the consistent hashtag #MidtermsMatter.
USER FINDINGS
User interviews with individuals who fit the target demographic helped evaluate the
various aspects of the campaign. Participants responded well to the design elements and
the concept of the campaign. They also suggested even more interactivity in the posts to
increase engagement.
INTRODUCTION
Midterm elections in the United States are often plagued by low voter turnout. This is
especially true amongst younger demographics. In 2010, about 75% of voters age 18 to
30 chose not to participate in the midterm elections. However, the youth shouldn’t be
entirely to blame. Oftentimes, salient issues of public policy are overshadowed by
disputes amongst political elites which leave citizens exasperated and fatigued. More
should be done to provide younger generations with the resources necessary to engage
them in the political process.
With midterm elections around the corner, we have decided to develop a digital
campaign to engage young voters and motivate them to vote in the coming elections.
The Midterm Matters campaign aims to provide unbiased information about candidates
and issues to college students in Ohio in order to motivate them to vote.
RESEARCH
COMPETITIVE ANALYSIS
SUCCESSFUL ELEMENTS
Looking at prior voter registration and engagement campaigns allows for the
incorporation of previous, successful strategies. One such effective example was
YouTube’s #VoteIRL campaign (see appendix A-1.) This campaign was largely successful
for two reasons:
1. Its concept was lighthearted
2. It encouraged continual user engagement
Although politics involves a variety of serious issues, it’s important to present them in a
way that is entertaining or lively to hold the audience’s attention. Furthermore, an
important element to incorporate into the Midterms Matter campaign was YouTube’s
focus on user generated content. The encouragement of active participation in the
campaign allowed for its message to spread as well as resulted in more political activism
in general.
These two concepts are shared by other successful campaigns such as BET’s Vote Your
Voice and Funny or Die’s Glam Up the Midterms. Since these aspects have been
repeatedly implemented in an effective manner, it’s important to integrate them into the
overall content strategy of the campaign.
AREAS TO IMPROVE
Conversely, this analysis also provides an awareness for what elements to avoid or
modify. The primary shortcoming of all aforementioned campaigns was their broad
target audience. While voting is a nationwide issue, the exact procedures and policies
regarding elections often differ by state or even on a more local level, like city or district.
Thus, campaigns that target the nation as a whole can only provide a limited level of
geographically specific information. In order to improve this, the Midterm Matters
campaign focuses solely on Ohio elections so that it can provide more detailed and
relevant resources.
CONTENT STRATEGY
Another important research area of focus when developing this campaign was digital
strategy. It’s imperative to understand what types of content and which social media
platforms would best resonate with the intended demographic.
SNAPCHAT
INSTAGRAM
TWITTER
68%
64%
40%
Figure 1: Social Media Platform Usage by 18-24 Year Olds (Pew Research Center)
When looking at platform usage, three social media sites stood out: Snapchat,
Instagram, and Twitter. These three platforms had high usage rates amongst the target
demographic, 18 to 24 year olds. Thus, the campaign should focus its efforts on these
platforms to reach their intended audience. Furthermore, each of these platforms is
highly interactive, making it easier to engage with users.
With respect to content strategy, it’s important to tailor content to fit the platform. For
Snapchat, many political campaigns have successfully created their own geofilters which
align with important events. Additionally, the use of candid moments on stories is also
an effective technique. For Instagram, the focus should be more on high-res images and
videos. This platform is great for simple infographics and graphics in general. The new
stories feature is also another way to encourage engagement. Finally, Twitter content
should be clear and concise. Oftentimes, humor is very successful on this platform.
Twitter is also a great platform to post news articles or links to helpful resources.
PLAN DETAILS
The Midterms Matter campaign sheds light on the importance of Midterm Elections, with
an emphasis on local electoral races. Targeted at college students in Ohio, this campaign
aims to both educate and excite.
GOALS
The primary goal of this multi-platform campaign is to get Ohio students excited to
participate in the upcoming election. The campaign also places a heavy emphasis on the
education side of elections. This means providing resources about how to register, who
is running, and what issues are prominent. Midterms Matter also aims to be an
unbiased, nonpartisan source of information and therefore isn’t promoting one party
over the other. Instead, the ultimate objective is to get young people to vote in the
Midterms and feel fully informed to make a confident decision.
DESIGN
Minimalism is the guiding principle behind the design elements of this campaign. Since
politics and policy can be complicated subjects, presenting relevant information in a
clear and purposeful way is essential to get the message across.
COLOR
Figure 2: Campaign Color Palette
With regard to color, the palette is relatively limited, including only teal, blue, and white.
I’ve purposely strayed away from the traditional red, white, and blue as students will
already be bombarded with messages in that color scheme. By incorporating a
nontraditional color, the messages are likely to stand out more. Furthermore, shades of
green such as teal are commonly used colors in local elections from candidates
representing both parties. This aligns with the campaign’s focus on local races and its
objective to remain nonpartisan and unbiased.
IMAGES
GET
OUT
THE
VOTE
MS
MIDTER
MATTER
#MIDTERMSMATTER
Figure 3 & 4: Example of Graphics for the Campaign
While pictures will certainly play a role in this campaign, most of the images will have an
emphasis on typography with accompanying graphics. Pictures of politicians or voting
booths aren’t the most aesthetically pleasing; thus, the inclusion of graphics and type is
both necessary and purposeful. These graphics will utilize modern, sans serif typefaces
to create a fresh appearance which will appeal to college students.
TYPOGRAPHY
Figure 5: Font Choices
For our typographical choices, we went with sans serif fonts because they are fresh and
modern. Furthermore, the headlines are in Montserrat which is bold and eyecatching in
order to emphasize important information. Open Sans, on the other hand, is a simple
and extremely legible font which we intend to use for body copy.
USER DEMOGRAPHICS
The primary demographics of focus for this campaign are age and location. The intended
audience is young American citizens of voting age, specifically college aged students.
Furthermore, since the campaign focuses on Ohio and local elections within the state,
the target user is also an Ohio resident.
Beyond these two demographic elements, the target users are largely defined by
psychographics and behavior. While it would be great to reach those who are already
politically engaged, the hope is to reach students who are not already interested in
politics or government yet. This includes individuals who aren’t registered to vote or
those who are registered, but haven’t voted in previous elections (see appendix A-2.) The
resources provided by this campaign align well with the needs of those who lack the
information necessary to feel empowered to vote.
USER ENGAGEMENT
The success of motivating individuals to vote lies in the user engagement aspect of the
campaign. One of the key objectives of the campaign is to produce and post content that
is highly interactive. One method to achieve this is through the hashtag,
#MidtermsMatter, which will link the campaign’s efforts on Instagram and Twitter. The
campaign will encourage followers to voice their opinions on the elections, candidates,
or issues and include the hashtag in their post. Additionally, on these two platforms, the
campaign’s accounts will reply to anything they are tagged or mentioned in to start open
conversations on political topics. The campaign will also utilize Snapchat and Instagram
stories as a means of engagement. On these platforms, the campaign will post stories
which encourage user generated content, especially using campaign sponsored filters on
Snapchat. For example, on Election Day, the Snapchat account could request selfies of
users with their “I Voted” stickers and the Midterm Matters geofilter.
Figure 6: Example of a tweet encouraging discussion using the campaign’s hashtag
MOCKUP SUMMARY
EDUCATIONAL CONTENT
This category of posts will primarily serve as a source of information to educate
followers. This will include details on the processes involved in elections, such as how to
register to vote, as well as specifics on candidates and issues. This content will also
appear primarily on Twitter and Instagrm as they are better suited for the text
explanations and short video content that makes up this category.
TWITTER
The educational content on Twitter will span a variety of the platform’s features including
polls, linking articles, videos, and moments. While the main goal of the tweets will be to
inform the public on a variety of issues, another objective of the content is to be highly
interactive so as to encourage engagement and further discussion.
S
MIDTERM
MATTER
Figure 7: Example of an educational video
This tweet demonstrates an
informational 30 second video.
These types of tweets are enaging
because video content is typically
more well recieved amongst our
target demographic than other
content. We will utilize these
videos to provide brief tidbits of
educational information to our
viewers. Furthermore, we will
engage our viewers by asking what
topics they’d like to see covered in
following videos. Along with this
video, our education content on
Twitter will display election results
and provide additional resources
to users. Additional examples of
educational content on Twitter is
shown in Apendix B-1.
INSTAGRAM
Like the posts on Twitter, the content on Instagram will span a variety of post types
including promoted images, videos, and stories. On this platform, the emphasis will be
on compelling informational visuals supplemented with educational text or linked to
pages that discuss issues in greater details.
This example displays a sample Instagram
post intended to grab the viewers attention
and direct them to additional resources.
Our visuals are simple, yet eyecatching in
the post and relay relevant information
about when the elections are occuring. The
feature to link the post to a website also
provides our campaign a way to inform our
audience using outside resources which
would be relevant to them. The feature to
link our visual content to educational
content will be utilized in a variety of our
Instagram posts. More examples are
available in Apendix B-2 and B-3.
Figure 8: Example of a post linked to
educational content
MOTIVATIONAL CONTENT
Beyond informing users about the upcoming election, the campaign’s other primary goal
is to excite voters in order to motivate them to vote. This objective will be carried out on
all platforms and feature an assortment of content from humor to reminders. Each
platform provides unique opportunities to stir excitement amongst young voters.
TWITTER
We also intend to use our Twitter account to motivate users through pithy, lighthearted
reminders. Additionally, the platform is largely dominated by humorous content like
memes and gifs. We intend to also generate similar funny content to grab the attention
of users and encourage them to act further.
Figure 9: Example of a motivational tweet
This tweet demonstrates a short reminder intended to motivate users to get to the polls.
The tweet puts the elections in terms that are relevant to the target demographic. By
relating it to school and midterm exams, the message is likely to resonate better
amongst these individuals. More examples of motivational tweets are in Appendix B-4.
INSTAGRAM
While some Instagram features are great for educating users, more of our efforts on this
social media platform will go towards motivating actions. Eye catching visuals are calls to
action will be employed to excite users & prompt further political engagement.
This Instagram post demonstrates
motivational content. The call to action,
go vote, is emphasized in the graphic with
bold font and is additionally mentioned in
the comments to reinforce the idea. Time
sensitive content such as posts on
relevant dates (like election day) will be
particularly useful to motivate users as
their actions should ideally occur on the
same days as they see the content. We
can encourage engagement by asking
users to submit content to demonstrate
their political acts in real time. More
examples of these types of Instagram
posts are found in Appendix B-5.
Figure 10: Example of a motivational
Instagram post
SNAPCHAT
Snapchat will be primarily used as a means to create motivational
geofilters. These geofilters will appear on important dates or at
important locations. Used in conjunction with the stories function,
these filters can be applied to user’s photos and submitted to be
posted on the campaign’s story.
This particular Snapchat filter would run during election day
across the entire state of Ohio. When on Snapchat, a user would
view this filter and be reminded of the important date. This
reminder would ideally prompt action and encourage the
individual to vote. The user could then take a picture with the
filter applied after they voted and submit it to the campaign’s
account. Additional filter examples are in Appendix B-6.
USER RESEARCH FINDINGS
TODAY IS
ELECTION DAY
VOTE!
Figure 11: Example of a motivational
Snapchat filter
USER FEEDBACK METHODOLOGY
In order to judge the effectiveness of the campaign thus far, I employed user interviews.
In the interviews, I began with questions regarding device and platform usage. I then
went on to ask about political interest, party affiliation, and voting habits. Finally, I
showed the interviewees my mockups and asked for feedback, what elements were
most effective and what could be improved.
PARTICIPANT OVERVIEW
For the most accurate results, I found participants that matched the target demographic.
I interviewed three individuals who are college students between the ages of 18 and 22.
They all attend school in Ohio and are registered to vote in Ohio. Additionally, I
interviewed one Democrat, one Republican, and one Independent to ensure that
information was well received across the political spectrum.
PRIMARY TAKEAWAYS
There were a couple main takeaways and results shared in all the user interviews. First,
users responded well to the design elements. All mentioned the graphics in the
Instagrams and had positive reactions. I’ll continue these elements in more posts across
platforms as I move forward. Second, the users also related to the name and concept
behind the campaign. They especially liked the tweet related midterm exams to
midterm elections because it put these concepts in terms they could understand.
For aspects to improve, multiple participants mentioned that interactive elements could
be increased. To do so, some suggested creating polls on Twitter and on Instagram
stories. These suggestions were incorporated into our plan as shown in our mock ups.
MEASURES OF SUCCESS
SHARES
LIKES
FOLLOWERS
COMMENTS
Some measurable factors of success include shares, likes, followers, and comments.
Consistently increasing followers and likes as time goes on reflects a growing reach of
the campaign. Furthermore, shares, comments, and mentions reflect user engagement.
Since user engagement is a high priority in this campaign, being able to measure and
track engagement levels will be a strong indicator of success.
BUDGET
The bulk of the campaign will use free social media outlets and rely primarily on shares
and retweets to spread the message. However, in order to be most effective, the
campaign should also include sponsored content on all three platforms. The cost of
sponsored ads on Instagram and Twitter vary depending on the number of views or
interactions thus the estimated budget for these will need to be constantly updated
based upon the number of followers and size of the campaign. Snapchat geofilters
however are a set cost and we plan on allocating $100 a month for Snapchat.
TIMELINE
Since primaries in Ohio are in early May, the campaign will launch in May and last until
mid-November when midterms are over. For Instagram and Twitter, we intend to post at
least 4 original posts a week in addition to constantly replying to comments and
mentions. Snapchat geofilter frequency, however, will depend on various important
events, but we estimate 2 filters before the primaries and 5 before midterms. The
following timeline outlines what the content will focus on by month.
NOV
MAY
JUN-AUG
Primary
May
& Results
Summer
June
Before
Aug
Presep
Election
Midterms
oct
& Results
This month
we’ll focus on
ensuring
followers go
vote and then
go over the
results and
implications
of them.
The in
between
period will
center around
keeping up
the
excitement
for the
midterms.
Here we will
focus on voter
registration
and providing
information
about
candidates
and issues.
This will be
the final push
to motivate
people to vote
and then go
over election
results.
SEP-OCT
Figure 12: Content Timeline
CONCLUSION
Overall, the Midterms Matter campaign focuses to increase young voter engagement
and participation through a multi-platform campaign. In order to do so, the campaign
will provide the necessary resources to college students in Ohio so they fee …
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