30/05/2025-25/07/2025 (Week 6-14)
Lizzie Tanaka (0362065)
Creative Brand Strategy | BDCM | Taylor's University
Project 3: Campaign Branding
LECTURE
All lectures are in Task 1 Blog E-Portfolio (Week 1-9)
INSTRUCTIONS
Ideation, create and execute a Brand Campaign applied both for online and
offline experiences. Design at least four online touch points (website, social media, and
introduction video are compulsory).
Creativity and relevancy is crucial in applying the proposed branding strategy. Do consider how the design applications will engage with the target audience (consider customer journey and engagement). Video contents in social media are believed to be an effective campaign promotional tool, hence you are encouraged to create campaign promotional videos in the format of YouTube ads, IG Story & etc with time frame around 10 to 30 seconds.
Creativity and relevancy is crucial in applying the proposed branding strategy. Do consider how the design applications will engage with the target audience (consider customer journey and engagement). Video contents in social media are believed to be an effective campaign promotional tool, hence you are encouraged to create campaign promotional videos in the format of YouTube ads, IG Story & etc with time frame around 10 to 30 seconds.
This task is where we start all the design execution. We're to design a few
social media posts, posters/banners/billboard, website, and also a video
ad.
Process Work
For this part, we started by refining our main two posters. I focused mine on
promoting the Snickers limited edition flavor campaign while Sheryne focused
more on the campaign itself.
- Main Poster (1)
For my concept, I decided to go for a big Snickers Gula Melaka behind the Twin
Tower. I thought that the combination of the Snickers Gula Melaka and one of
Malaysia's most famous tourist spot will work nicely to promote to Malaysian
audience. I put the tagline behind and positioned some snickers as if it's
falling down.
This poster uses some photo manipulation, especially in lighting and doing the
shadows and doing perspectives. It's my first time doing something like this
so it was kinda complicated for me.
Fig 1.1 Poster process
I then put the design on a mockup and fortunately, I found this billboard mockup that has an environment that feels like Malaysia.
Fig 1.2 Billboard mockup process
- Website
The website took most of my time to do. I first did a prototype in
Figma. Actually what I wanted in my mind was quite clear. I wanted to website to be straightforward with a hook on the first landing section. Here's how I planned the website flow:
- Menu
- Landing section: Hook & button
- Campaign title + CTA
- About the campaign
- Introduction section to limited edition flavors
- About Snickers Teh Tarik
- About Snickers Gula Melaka
- Footer
Fig 2.1 First prototype
On this website prototype, Mr. Fauzi said it was okay and to make sure the website works well next week with all the buttons redirecting to its destination. We also showed the poster but he suggested to remove all negative words on the poster from Sheryne's poster
To bring the website to life, I used Wix. I personally hate Wix so it was a bit of a struggle to get a hang of it after a while of not using it. On week 11, Mr. Fauzi saw the prototype website and suggested us to make a section where we introduce all two flavors in the same section. So based on this, I decided to create a website graphic.
Below is my first draft. It feature the two snickers bar with some gula melaka and splash of the teh tarik. Finding the gula melaka was actually hard because I can't find a free-to-use license so I had taken a quite low quality picture and used gaussian blur to cover how pixelated it is.
Fig 2.2 First draft of web graphic
I asked Sheryne's feedback and she said to include a Malaysian flag. We were actually confused on how to respectfully incorporate the flag. We didn't want any part of the flag being covered by the Snickers bar so we found this layout where the flag is almost the size of the snickers bar and the stick (?) is hidden by the snickers but the flag itself overlaps the snickers teh tarik.
Fig 2.3 Photoshop process of the 2-flavors graphic
I wrote the text there for placeholder to see if it actually would work but in reality, in the Wix editor site, I didn't follow it as our main copy was shorter so there's more space for the title.
With this new flow change, I decided to make the individual flavor showcase a slider that slides smoothly and seamlessly. So I decided to use the gradient transition again in the slider. To do this, I designed in an artboard thats twice the width of the section's width. To keep the design consistent, I reused the gula melaka and teh tarik elements and used three snickers bar that seemed like it's flying, so it's smaller and more blurry in the back. Again like the other graphics, this includes a bit of photo manipulation techniques and required somewhat a knowledge in perspective, which I unfortunately have almost none of so this was quite hard for me to pull off.
Fig 2.4 Individual flavor section slider
To put it in the slider, I had put a tiny sign in my artboard so that I'll know where to crop accurately, Wix allows our pictures to be cropped in their photo editor.
Fig 2.5 Wix website process
During the process, I also got feedback from Mr. Fauzi to include the floating Snickers in this section as it initially was empty. I ditched the idea of having a lot of Snickers surrounding the website as I thought it looked very overwhelming. But some section did become quite empty. So with this feedback, I brought back the individual Snickers bars.
Fig 2.6 About the campaign section
I also decided to make a section to tell our audience where to get the Snickers limited edition bars, incorporating the snickers bars.
Fig 2.7 CTA section
Fig 2.8 Landing section
Then, on the final consultation, Mr. Fauzi told us to include the main reel video as well. So I added another section to include this.
Fig 2.9 Video reel section
Final Website:
- Social Media Posts
Sheryne had created two drafts of the individual flavors but Mr Fauzi suggested that we focus more on the product and put more emphasis on it.
Fig 3.1 Draft of gula melaka post
Fig 3.2 Draft of teh tarik post
I initially had resized the two-flavor web graphic into an IG post size. And me and Sheryne already edited the individual flavor posts based on the feedback so she put them side by side. We've also tweaked the two individual posters but since it was done in Canva, it was quite limited. I personally thought it looked quite empty compared to the middle post so I decided to edit them and add text.
Fig 3.3 First three drafts of IG post
I also saw that Snickers' IG account has some typography posts. Just big bold texts and their bar. So I decided to use this theme as well for the last 2 posts. We also thought that these two would be quite eye-catching which is great so people know about our campaign. These three posts are supposed to be teasers of our campaign reveal.
As for the 1080x1920 poster, I decided it would be an IG story and I wanted this post to direct users to our campaign website.
We also decided to go for motion graphics until the end, from the transition. After a few tweaking, the video is done. Mr. Fauzi also asked us to caption the reels.
Fig 3.4 Social media posts process
To mock this up, I actually posted all 6 posts into an empty Instagram account of mine and screenshotted it. Then I screenshotted Snickers Malaysia's IG account and edited them so that it looks like it's posted from the official account. This is because I could not find a good IG mockup that fits the 3:4 IG ratio. I also used plugins from Figma to put this screenshot to a phone.
The story mockup is also done the same way.
Fig 3.5 Social media mockup
- Video Campaign
We actually planned to make a motion graphic video, Sheryne did the first draft but it was all motion graphics. However, after feedback, Mr. Fauzi told us to have some scenes filmed and the whole video shouldn't be just motion graphics.
Our main struggle is that we don't have the actual product so motion graphics meant we can use the graphics we already created. He asked us to come up with the storyboard. Sheryne came up with the storyboard and I suggested that maybe the shocked expression can just be subtle, shot from the back with micro movements as we both can't act but one of us has to be acting here.
Mr. Fauzi suggested that for the scenes we're filming, it should be more cinematic and have a bit of a 'montage' feel. Like not explicitly showing that the person is studying but maybe small cuts of them writing, scrolling, typing and tiny stuffs like that. After this feedback, we got to filming immediately.
Fig 4.1 Storyboard
Finalizing all these, we compiled all task 1-task 3 in a concise slides for presentation.
Final Submission
Fig 5.1 Project 3 Slides
[all important links are included]
FEEDBACKS
Week 6:
We showed Mr. Fauzi our poster (the red one), but he said that our poster did not reflect our campaign objectives as it was catered to the athletic target audience. He asked us to make the posters more relatable to Gen-Z and Millenials.
Week 8: Independent learning week
Week 10:
Website and poster is okay. Next week make sure buttons work. Need to change wording on poster though. No negative words on the poster so can try to change and find alternative words.
Week 11:
You need to make a section to introduce all two flavors of the bar. Can even reuse it as a poster for social media. Need to shoot some scenes for the video, some clips need to be done by ourselves too so make the storyboard but dont shoot until the storyboard is approved to avoid unneccesary changes.
Week 12:
Storyboard is ok storyline wise but you could do closeups instead of just wide shots of the person studying. Website is good already, can put video inside the web too. Make social media posts.
Week 13:
The video need to be picthed for the customer, embed the video on the website.
Web is completion for consumer language.
Video may need more content, reflect to ig post
Add caption, explaining about ‘link to website for details’
Vertical poster: Make the Snickers bar bigger
Video: remove the Malaysian flag in the video.
REFLECTIONS:
Experience:
This task was probably the most fun for me and the most stressful. It took more time to ideate the concept of the post and the layout rather than doing it. Although, it is my first time ever doing something with the photo manipulation tone and technique so at first I struggled really bad with making it look cohesive and look 'real.' But after a while I kinda get the gist of it and it became a faster and easier process to go through.
I actually enjoyed making the posters because I felt like I've learned a new skill through this project. I've also learned a lot about presenting proposals to client and how the industry works in this module, so overall I'm glad to have felt like I've earned a lot of lesson.
Observations:
Throughout this project, I observed that probably staying consistently aligned to our brand and also our campaign objectives is quite hard to do in a group. Each of us has different styles that can translate different visually and it did take a lot of detailed fixes between the both of us to get everything to look consistent. Plus, sometimes we don't realize but we can stray away from our design brief as well.
Findings:
I find that this project is useful to me, in terms of adding new skills in design and also navigating through a lot of stuffs to design. Soon after so much designing, all new ideas seem to be gone and it's hard to find fresh new ideas.
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