For the YCN brief for the Client Orchard Pig Cider they have set a brief which is to 'Use social media to deliver Orchard Pig as the only Craft Cider – we want to become the DIGITALLY Notorious P.I.G.' After indeph research into the clients tone of voice, a lighthearted humorous cider brand focusing on the Pig aspect of the branding the social media platform that fits this and was the most appropriate to this style of client was decided as Snapchat, as well as the client current lack of this social media use
The final idea for this brief outcome is to create a bottle packaging which the audeince can apply the face mapping changing lens too, include a pig face on the bottle designs which allow the audience engage with physically and digitally with the brand via the use of the site. Often the audience shares snapchat captured imagery including the lens on other social media sites, like instagram and facebook, so it will cause a range of different media promotions rather than just on the one site. The bottle imagery being shared, posted about, send on a range of different social platforms directly by the consumer to the clients target market range directly by the audience themselves. The sharing and posting of the lens applied to the bottle will will serve a as a form of promotion for the client by showing the brands current design style and logo.
Using the form of the pig will connect the product directly to the brand as well as fits with the brand unique selling point by promoting what the brand see as their identifier. Research into snapchat and it's user bases has explored how it's uses on nights out, pre-drinks and social situation which are situation the brand will use the product therefor this media has been selected as the form of main promotion. The tone of snapchat is also seen as largely less serious due to the younger user, meaning potential employers, family, work cannot see their posts, also the temporary, no permeant nature of the posts means that unlike the other social media sites the user isn't tied down to their posts after 24 hours, the user isn't judged by their content or has to over analyses their use of the site or the way they present themselves on it after the 24 hours period. As this site is uses in a more informal, humours entertaining purposes fits with the tone set by the client.
A trend on social media was to 'face swap' with people, intimate object or faces found in weird situations, this lens allows the users to swap their facial feature with the other person or item facial points. Designing a face that works with this lens means the audience could use the face swatch tool to interact with the bottle whilst self promoting the brand if they share or send the photo.
what- advertising on snapchat via snapchatable pig face added into bottle label/design
why- promotes the brand on this media site in unique way using the feature of the site for their advantange, creates a bottle the audeince can interact with, uses lens feature but in a cheaper longer lasting concept
how- promotes the brand via creating photos and videos the audeince will share, creates interest in see how the idea works/makes the audience want to test it, sharing imagery of the use shares brand logo and product creates wider brand knowlegde
where - bottle label
solution - fixes the brands problem of wanting to be more active on social media
tone - lighthearted, funny, social relevant as new site
audeince -snapchat users, other social media users
final explanation -
Snapchat is a growingly popular social media site, this campaign creates a way the audience can interact with the Orchard Pig brand via this channel. Snapchat is perceived by it’s audience as the most humorous, playful and lighthearted of the main social media sites fitting with the Orchard Pig’s core values and tone of voice.
One of the major features of the site is that the user can apply ‘lens’ to their faces, the advertising campaign is based around the creation of an interactive Pig Face which the audience can apply these ‘lens’ too. Daily there are new lens SnapChat available to audience via the app, the campaign takes advantage of the new lens by applying to the Pig Face to generate daily new outcome with the campaign being altered.
This solution will increases brand awareness via Snapchat due to the sharing the Orchard Pig Brand featured in any images of the Pig Face captured and shared by the audience. The social sharing of the Pig Face with the lens applied or interaction with the element will increase the brands social media presence in a lighthearted humorous yet intriguing way by causing other to want to explore the campaign feature.
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