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4 pages/≈1100 words
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APA
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Visual & Performing Arts
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Essay
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English (U.S.)
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Multi-Platform Campaign Analysis

Essay Instructions:

Multi-platform advertising responds to increasingly complex interactions with multiple forms of media, while being attentive to aesthetic concerns, narrative development and shifts in audience behaviour.In this project we will engage in a process of analyzing campaign objectives through the understanding of key interactions and multi-platform core principles.Students will choose a Transmedia Campaign (based on their brand preferences), and will break it down in 3 parts: Audience Identification, Campaign Goals and Campaign Principles. Your campaign should be relatively recent (from 2016 on) and you would be required to provide visual examples that demonstrate the campaign principles and your findings
So fast to meet again! here is some notes from prof about the revision for Project Two_ Campaign Analysis
a) We moved the revision for the first 14 students to this Friday 19th (instead of Feb 12th) to give you more time.
b) When you come to your revision (whether you are in the first half of the second half) come prepared to discuss which principles you are not very sure about. In order for me to help you please come prepared to describe the campaign in full so I get the full scope of it and start asking questions.
c) The campaign you choose SHOULD HAVE at least the first principles:
1.- A strong spreadability: what does the brand do to guarantee the spread of the content?
2.- Good drillability: If the campaign doesn't have different channels that have different content that educate, inspire, motivate and entertain people, if the campaign doesn't have enough content that can be spread and shared by the audience, then the campaign doesn't have drillability.
YOU NEED TO FIND A CAMPAIGN WITH DRILLABILITY just like the examples saved on D2L.
3.- Continuity: how the campaign conveys continuity?
The other principles may or may not be present, but if you choose a campaign without drillability is guaranteed you won't be able to find any other principles. Drillability allows for all the other principles to exist.

Essay Sample Content Preview:
FFC 603_PROJECT TWO_CAMPAIGN ANALYSIS_WINTER 2021
Student name:
Section:
SECTION ONE: Audience Identification
Who is the intended consumer(s) in the campaign? Evaluate the audience(s) and create a segmentation—and hyper-segmentation—according to their preferences and habits (demographic, geographic, psychographic, and behavioral).
Please use in-text citations for paraphrases or quotes if used in reflection.
MINIMUM word count: 200-250 words
The intended audience of the campaign is teenagers and young adults. However, most of them are males who are inclined towards Athleisure clothing. Brand most loyal consumers are the youngsters who prefer streetwear for casual clothing. For the Winter 2021 collection, the brand tapped into the 1990's nostalgia, one of its classic advertising moves. An audience of Supreme is creative and gives preference to these nostalgic trends. Since this brand comes under hyped and premium streetwear, the target audience is expected to have disposable income to meet these expenses. A typical consumer of Supreme is probably from generation Y who is willing to pay $800 for a T-shirt and fashion-savvy (Tertman, 2018). These consumers frequently use digital platforms and are willing to pay premium prices for the coolness associated with the brand.
Supreme enjoys a cult behavior from its consumers despite not spending billions on advertising. The brand has kept a minimalist attitude in its retail outlets and websites to target the same attitude (Kulkarni, 2019). The consumers of Supreme value quality and exclusiveness, which the brand depicts. The market segmentation focuses on Generation Y and Z with high disposable income and inclination towards high fashion and style and comfort.

BRAND NAME: SUPREME
CAMPAIGN NAME: FALL/WWINTER 20-21
WEBSITE: /collections/supreme
SOCIAL MEDIA HANDLES: Facebook, Instagram, and YouTube
VIDEO LINKS:
SECTION TWO: Campaign Goals
Identify the campaign's main goals. MINIMUM word count: 150-200 words
The main campaign goals were a continuation of the already crafted brand image. Supreme introduces some signature pieces for the Fall/Winter collection of 20-21, such as a company's trademark. Besides, Smurf jackets and hoodies were introduced to invoke nostalgia among consumers (Gaskins, 2020). This is the classic branding strategy for Supreme and is well received and preferred among consumers. Besides, the brand introduces some limited edition accessories as well, and in the current campaign, it was Supreme-Colgate toothpaste as unfolded in research (Gaskins, 2020). The introduction of limited edition items through famous brand collaboration is another strategy that is associated with Supreme. In addition to the winter collection, face masks were also introduced in response to COVID-19. The brand could integrate face masks with the hoodies to represent the innovation and uniqueness attributed to Supreme. The campaign goal was to sustain the traditional iconic brand image while staying relevant to modern, changing circumstances.

SECTION THREE: Spreadability, Drillability, Continuity
Analyze and describe in detail how the principle of Spreadability is reflected and implemented in the campaign strategy. MINIMUM word count: 20...
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