Product
Production Bible & 2-week Digital Campaign
Time
March 2023 - May 2023
OVERVIEW
Make a Connection.
For my senior year Transmedia course, I had to plan and execute a multi-platform campaign of my choosing. Instead of marketing myself as a freelancer, I decided to promote a product instead: a fantasy webcomic called Solace in Snowfall.
By doing this I was able to elevate my product while also highlighting my services as a freelancer. Based on my audience, I approached my campaign emphasizing emotional impact.
The campaign had approximately two to three months to work on among other college courses, with a two-week execution plan I enacted in late April - May 2023.
Platforms used:
✦ Twitter / X
✦ YouTube
✦ Twitch
✦ Website
Engagement Methods:
✦ Social Media Voting
✦ AR Selfie Filter (Meta Spark)
✦ Raffle Giveaway
✦ Livestream Events
✦ Email Subscriptions
✦ Discus Chat Forums
What Did I Learn?
I learned that my audience was more diverse than I initially expected. Most importantly, I learned that because of the nature of my campaign, I could not utilize one-to-one marketing with variable data. So I needed to take a broader approach and try to utilize those same marketing methodologies to target their personal needs for my campaign to be a success.
With the survey results, my main audience was transformed into the persona of Micah Duong - a young adult who lacks the time to create his own artwork, so he seeks an outside source to transform that creativity for him.
The feedback from the survey also depicted the increasing need for digitally-accessible artists, able to transform their vision into a reality.
DEFINE
What can I offer?
I decided to promote my work for the campaign, but how will I do that? I broke down my strengths and weaknesses with a SWOT analysis to break down my thought process even further: what can I provide that nobody else can?
Who is my Audience?
I conducted a survey among my audience across my social media platforms to gauge who was interested in my freelance services:
✦ Existing clients from previous years of freelancing with multiple orders
✦ New clients, first-time clients or on my waitlist for future slots
✦ Interested parties, who considered my services but had yet to commit
By using the resources I already had from posting my art throughout the years, I was able to gauge new audiences that would consider my work and Solace in Snowfall efficiently.
vISUAL IDENTITY
I created a high-contrast palette with complimentary, natural tones to stand out from one another. I prioritized blue throughout the palette to tie in with emotional cues of friendly and soothing qualities.
The palette is largely based on the protagonist, Snowbun, who is based on a particular blossom, Rocky Blue Columbine flower (caerulea aquilegia).
RESULTS
My campaign was a huge success! I achieved all set goals, albeit small, and received a significantly higher amount of engagement and impressions, compared to my average social posting.
The campaign impacted my website’s average bounce rate of 57%, two weeks prior, transforming it to 33.33% within the two weeks!
Due to my campaign’s successful execution, I decided to be brave and enter my work into several categories at my universtiy’s end-of-year award ceremony, Redfest 2023. To my surprise, I placed in every category I submitted in!
✦ 1st Place: Transmedia Entertainment Project
✦ 1st Place: Marketing and Branding Persona Development
✦ 2nd Place: 2D Animation (Jaeru’s Letter)
✦ 2nd Place: XMPIE Circle Campaign Workflow
I’m forever thankful for the judging panel of professors who saw the worth in my work and commended my efforts! I’ll carry the memories of my triumphs and mistakes I made in my senior year of college with me for the rest of my life - special thanks to my friends for encouraging me the entire way!
