UNIT OVERVIEW: This unit focuses on the creative process, implementation and measurement of non-traditional media and online advertising solutions. It looks at how creative ideas can be applied to a combination of new media formats including: Online, Social, Experimental Events, Mobile and PR to create social media campaigns. It also explains the brand strategy, testimonial style advertising and the viral effect. This unit examines the rapidly growing role social media plays in developing advertising and media campaigns by requiring students to devise creative solutions and presentations. Students will also investigate the analytical and data measurement component of advertising in social media.
Assignment Work:
This execution is a presented proposal for a launch event for a new social media platform/feature. For this is chose to do the launch of Facebook live through the live filming and broadcasting of the behind the scenes aspect of the Fifa World Cup- arguably the largest sporting competition in the world. Through this assignment we had to argue how the event demonstrates the launched social media platform./feature well, how success is measures and a rationalisation of the whole process.
For this assignment, we had to propose a social media campaign that has the potential to become "viral," as well as argue why establish S.M.A.R.T analytics and measurement of success. For this campaign, we chose to advertise Dove's Men+Care line through the use of influencers, Youtube and Twitter.
Our major assignment was a response to creative brief on behalf of Surf Lifesaving Australia, which presented the business problem of the reluctance of Gen Z to donate to the organisation. During this assignment we had to deconstruct the brief, present a S.M.A.R.T strategy, create a campaign, for which we developed Cinema in the Sand, rationalise the approach, identify amplification strategies for the campaign, as well as how success will be measured.
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