Week 01 - Week 02
In week one, Ms. Lilian gave us a brief of the module and
what to expect this semester. It was as serious as I
remembered it but it was very clear and straightforward.
For our first task, we have to choose to dissect an
existing brand campaign which is not a new concept to us,
however this time, we'll have to touch on the brand
experience part such as features and activities as well as
review the key visuals and how they are
applied.
One brand immediately came to my mind although I am not
100% sure of the ongoing campaigns, I love LEGO, and I
just felt the need to choose this brand.
Specific Notes from Ms. Lilian:
Find out the purpose behind this campaign, for example,
it’s to motivate people to have an active lifestyle by
doing this this this.
From here, they feature merchandises which are the how,
how were experienced, and used. Basically their
reaction.
Lastly, look at the logo, colors, and typographies as key
visuals. See how they are applied to their various
platforms, even their social media posts.
-
With these notes in mind, I head on to forming my case
study on LEGO's Rebuild The World.
Fig. 2.1 LEGO "Rebuild The World' Promotional Image
Fig. 2.2 LEGO "Rebuild The World' Promotional Clip
Fig. 2.3 LEGO "Rebuild The World' Official Website
Slides Development:
Ms. Lilian gave us feedback during week 3, when we
showed our progress for task 1(B), she advised that I
should add more activities and examples.
Finalized Slide:
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Task 1B / Campaign
Proposal
Week 03 - Week 04
In week two, just right after our
presentation for Task 1(A), we were
immediately reminded and briefed about Task
1(B) again. This time, we were more sure about
the requirements and what we need to show Ms.
Lilian by which week. That day, we shared our
ideas with her to get approval to proceed. For
me, my favorite color always comes to mind...
GREEN, what is green, vegetables hmm... and
some fruits. How about I do something
healthy-related! The first thing that popped
into my mind when I thought of health and
'green", was somehow Village Grocer. They
always give off n image that they sell the
best fruits and vegetables, although not at
the cheapest price. So I thought that building
a campaign off this brand would be a good
idea, it is also flexible as it's a big brand
and already "green" enough to establish a
campaign related to health.
In better words, for this second task, campaign proposal,
we are to propose a brand campaign. The campaign will be
for a well establish brand of our choosing and may take
the form of a concept, cause, event, launch, personality,
etc.
The suggested proposal outline goes like this, it starts
from our campaign description, brand story, objective
& purpose, brand values, vision & mission, target
audience, and organizers. SWOTs, brand positioning.
Furthermore, we are to identify the brand touch points by
producing a Customer Journey Map.
When constructing the proposal, I faced a problem where I did not know how to place my touchpoints in relation to the consumers, after a feedback session with Ms. Lilian, she advised me to simply apply them to my Customer Journey Map after knowing my customer and business goals, all I had to do was see where the touchpoints would suit in that stage of a customer brand experience. So that was what I did here:
Before knowing how to put touchpoints into use...
Fig. 3.1 Screenshots of touchpoint pages (pages 4 to 5)
After knowing how to put touchpoints into use!
Fig. 3.2 Screenshots of touchpoint pages (pages 4 to 6)
I then updated my Customer Journey Map, which in my case, is mapped out in MIRO. Here is the touchpoint overview before and after the feedback session.
Fig. 3.3 Screenshots of touchpoint overview
Fig. 3.4 Screenshots of touchpoint overview
Another confusion/ problem I faced was during week 4's class. Myself and a few fellow classmates did not know there isn't a need for us to present, and therefore I prepared my slides in presentation form, with point forms and pictures with no description on the side. So I changed it and updated it later that week. Here are my before and after presentation slides.
Before realizing...
After realizing...
Week 2
Overall Feedback
Task 1B:
- We were advised to show more of the
concept and less of the brand
- For more info, we have to refer to the framework in MIB,
from there we can arrange our ideas
- Brand is just a context and therefore the design should
not be influenced by the main brand.
- We have to create a campaign brand story that connects
the brand to the campaign
- There can be other collaborators under “in support of”
collaboration
- We are to execute the SWOT analysis as followed, execute SW as internal and OT as external factors such as
Covid and the rise/ fall of the economy, then turn it into
an opportunity at the end
- We should on who are we providing to and how are we
providing it?
- We have to have a customer journey map (show the
experience and awareness of consumers chronologically)
- The features are a way to tell info to the consumers, we
are to create touchpoints such as emotions, needs, and
benefits from the campaign)
We are required to show our solid framework on week 3
Specific feedback
Task 1A: I was told that I should provide more examples in
my slides and the activities part was lacking. Not only
that, I was told that my Brand Value was not right and
should be corrected.
Task 1B: I got positive feedback and was told to continue
research and show a more developed proposal next week.
Week 3
Specific feedback
Task 1B:
- I was told to focus on conveying "the best-grade fruits and vegetables" and incorporate that into the brand value, mission, SWOT, and so on...
- I didn't know that "Collaborators" mean the brand itself too, so I was reminded by Ms. Lilian to add Village Grocer to my list of collaborators as well as WHO Malaysia
- I was advised to have more points for my SWOT
- I was advised to place my touchpoints in relation to the consumers, by simply applying them to my Customer Journey Map after knowing my customer and business goals, all I had to do was see where the touchpoints would suit that stage of a customer brand experience
Week 4
Overall Feedback
Task 2A: At least 9 social media posts, need to fill up one 3x3. Social media touchpoints are more for task 3 but can start planning. For the website, what kind of website pages do you want, product, merchandise, payment page, and so on… The video has to be an introduction or a promotional video for the event to be launched, put up an example of how you want your video to be, and have a reference. We are to design a mood board, can have more than one, out more if want, and break them down to visual style, typography, headline, body, and so on, we also have to look at graphical elements as additional visuals for videos and merchandise, so on. We also have to think about the logo, how to design the campaign name, and what possible typefaces we want to go for. We also need to look into color palettes, we have to choose a good range and have primary, and secondary colors for their uses. The tone and voice and personality have to be looked into as well (eg. friendly, welcoming). They can be utilized in social media posts, to keep them consistent.
We are allowed to alter and refine our previous task at the next task.
Specific feedback
Task 2A:
- I was advised to reword my description to a reader's pov
- I showed Ms. Lilian many touchpoints that are all not confirmed to be made, so she advised that I choose a few vital ones for my campaign's design direction.
- She mentioned that one touchpoint that I must have other than the required ones is the shopping bag.
- I was reminded once again that I should not be focusing on the brand and instead, I should put my focus on the campaign only. I thought about including a membership touchpoint and was immediately told not to as it relates strongly to the brand and not the values of the campaign.
- I was told to have more references for my touchpoints for next week's feedback session
Finishing these tasks was probably the most effective procrastination preventer, from back-to-back submissions and proposal feedback sessions. I learned to time myself so much that I started using a Podomoro timer when it comes to finishing CBS tasks haha! Other than finishing the tasks themselves, what we did in these two tasks made me truly understand on a deeper level the right way to propose a brand campaign's background, and then construct a fresh one from the flesh of my brain. I feel that I was lacking in task 1(A) because I was starting out with it and did not know exactly everything that we need for a comprehensive case study, so I ultimately missed a point or two. However, I feel that in the second, I tried my best to expand on what I know and what I want to convey. I even learned to create a Customer Journey Map which I was totally intimidated by at the beginning, but that's what unfamiliar things do to us I guess. Overall, I am proud of the brand campaign I came up with in task 1(B), and I can only hope Ms. Llilan feels the same too, haha.
FURTHER READING
Customer Journey Map
A customer journey map is a diagram (or several diagrams) that depicts the stages customers go through when interacting with a company, from buying products online to accessing customer service on the phone to airing grievances on social media.
A customer journey map comprises various elements, such as customer stages, buyer personas, customer touchpoints, and emotions. Initially, identifying customer stages, including inquiry, comparison, purchase, installation, and loyalty/advocacy, is essential. Buyer personas are composite models of market segments, which help predict customer behavior and feelings. Customer touchpoints, such as phone calls and chatbots, must be included at each stage. Lastly, emotions play a significant role in predicting customers' feelings, enabling brands to identify potential issues and successes.
Mixon, E., Horwitz, L., Horwitz, L., & Scardina, J. (2020). customer journey map. Customer Experience. https://www.techtarget.com/searchcustomerexperience/definition/customer-journey-map
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