P3: Pre-Production material
Lucozade Energy Advert
(copy and paste link into google)
P4: How social media and website adverts will be used
What social media sites will be used?
The predominant social media site used to promote this advert is Instagram, this is because via secondary sourced information we can denote that this platform is consumed by Suntory’s primary target audience of 16-30 years old the most in comparison to other sites. In addition to this, supplementary websites will be used for example Twitter and Snapchat. The reasoning to using these sites is so it increases the opportunity for our advert to reach our mass target audience, as a result of this it will allow us to increase our brand reputation and subsequently lead to an increase in sales.
What hashtags are used?
3 main hashtags will be used, this denotes of #LucozadeEnergy, this will allow the viewers of this advert to identify this advert to a brand and subsequently increase Lucozade Energy’s brand reputation. Secondly, #UnleashYourPotential will be used this is because it is the advertising campaigns slogan, therefore we can create a synergising link between the advert and the product. In addition, this slogan will satisfy this campaigns secondary target audience, therefore the likelihood for people of this psychographic to find the advert via searching for these hashtags is high. Lastly, #Euro2020 will be used as this will target my secondary target audience well, this is due to them searching for this topic, as a result of this ‘cookies’ will be used to cross-media focus this advert towards them, therefore we can ensure that this advert is being shown to the appropriate target audience.
Will you employ any innovative viral marketing campaigns?
I can facilitate this notion of viral marketing by creating a short advert to be posted on social media platforms, this can be associated to a competition that requires a person to share this post, therefore the widespread promotion of this advert will be beneficial to my campaign. Subsequently, with these adverts re-posted on personal accounts this will draw in a secondary target audience by friends developing an interest in the advert, thus the brand, Lucozade Energy.
Will you mix guerrilla advertising with viral?
The facilitation of guerrilla advertising is vast, this is because it creates a hype and spreads a brand across word of mouth. The way of which I will do this is via artwork and statues located within high dense populated areas, this will allow a large viewership of this artwork and thus identification to Lucozade Energy. In addition, this method of advertising focuses upon low production cost with maximal rewards this is due to the spreading of this advert to be via word of mouth in contrary to standard advertising with costs of broadcasting and production to be excessive.
How will you audience know your social media handles/pages/sites?
Ensuring a viewers retention of the product is essential in retaining customers, the way of which I can ensure effect cross-media convergence will be via inserting the handles and page sites in the closing scene of the advert. Subsequently, this will allow viewers of the advert to have that synoptic link between desirability from the advert onto continuing their process of understanding the brand of Lucozade by inserting @Lucozade and Lucozade.co.uk in the advert.
How will you encourage audiences to engage with social media side?
Engagement of a brand is essential in ensuring customer loyalty to Lucozade Energy, one technique I will use to ensure this engagement is to create an ethic for the marketing team to create a bold, fun and engaging site. This will include fun posts with bold colours to ensure that initial attraction to the post, then supplementary comments will follow a nature of asking questions, this notion will open up to the opportunity for the consumer to create a friendly and engaging social media account. In addition, another method I will use is the act of competitions on various social media sites, this will increase the activity on all platforms like Twitter, Instagram and Snapchat, as a result of this I would have created an engagement between brand and target audience.
Draft a digital image of your website
Harrison Cable-Media 