Background
The name of the comedian and images have been changed to respect the NDA.
Jameson is a nationally known comedian that is returning to the stage after a four-year break from performing. His management team asked me to create a case study for a new brand identity that could be incorporated into social media and a new website.
The Problem
The subject of the case study is a comedian that will be returning to the stage for the first time in a self-proclaimed 4-year rain delay. The purpose of the website and social media campaign is to engage with the current fans as well as increase his reach to attract more fans. The comedian has been out of the limelight for four years, some people are not familiar with his work, and the website would be a way to inform and promote his work.The Challenge
The first thing that was needed was to create a brand identity that reflected the comedian’s personality as well as support the goals that appeal to the personas. I did some research on his current fan base and created two personas to help guide decisions. From there I created a brand identity that current fans would recognize and modern enough to attract new fans.
My Process
Research: In my process, I conducted a zoom workshop to learn more about the company, their mission, and future goals. From the initial research and information, I gathered from the workshop I was able to sit down with my sketchbook and sketch to get ideas out of my head and down on paper.My Solution
The first thing that was needed was to create a brand identity that reflected the comedian’s personality as well as support the goals that appeal to the personas. I did some research on his current fan base and created two personas to help guide decisions. From there I created a brand identity that current fans would recognize and modern enough to attract new fans.Two personas were created that fell into two different categories, the lurker and active. A lurker is typically a member of an online community that observes but does not participate, while the active social media user is engaged and checks social media daily.
Once the brand was approved I moved on to the website. The website is the information hub of the brand. The social media campaign will drive users to the website for information about the comedian, tour dates, ticket sales, guest appearances, and never before aired material.
I decided to integrate the website with various platforms for social media by using media that is internet-driven. I wanted to focus on content, collaboration, community, and collective intelligence. I wanted the content to be generated through collaboration shared between communities and improved through collective intelligence.
The importance of an active social media campaign is that it increases visibility. Brands that engage on social media channels enjoy higher loyalty by building a following. Social media makes a brand more human. People go to social media to talk about events and to share their thoughts. To do this I created a social media campaign by suggesting images of the comedian be placed in various cities where he would be performing. The #foundjameson campaign will have fans stand in front of the photo and take a selfie and post with the hashtag #foundjameson and the location they found the image. As an incentive, if a fan finds the three for that city, they win free tickets for a meet and greet.
To increase the reach of the social media campaign will be branded across all platforms. The scope will span a variety of social media networks to keep content alive after the event is over.
Targeting social media influencers will be a key element as they will do a lot of the work for the campaign. People with a significant online presence will have a broad audience on their blog. Influencers have active and engaging social media channels. It is important to listen to the end-users that are engaging with social media before and during the event.
Engagement will increase anticipation for performance, enhance the user experience by having them tweet, post during the event. Engaging the end-user will help to develop a relationship with the brand. Adding video content to the website is a way to increase revenue. Posting unseen footage of performances, or past appearances will unlock brand exposure through social media mentions. Creating a contest in each city allows a fan to have a meet and greet. The end-user will like a page and then tag a friend. Each tag is one entry into a drawing. Different subreddits create a buzz by posting in subreddits to find the weird.
Two personas were created that fell into two different categories, the lurker and active. A lurker is typically a member of an online community that observes but does not participate, while the active social media user is engaged and checks social media daily.
Once the brand was approved I moved on to the website. The website is the information hub of the brand. The social media campaign will drive users to the website for information about the comedian, tour dates, ticket sales, guest appearances, and never before aired material.
The importance of an active social media campaign is that it increases visibility. Brands that engage on social media channels enjoy higher loyalty by building a following. Social media makes a brand more human. People go to social media to talk about events and to share their thoughts. To do this I created a social media campaign by suggesting images of the comedian be placed in various cities where he would be performing. The #foundjameson campaign will have fans stand in front of the photo and take a selfie and post with the hashtag #foundjameson and the location they found the image. As an incentive, if a fan finds the three for that city, they win free tickets for a meet and greet.
To increase the reach of the social media campaign will be branded across all platforms. The scope will span a variety of social media networks to keep content alive after the event is over.
Targeting social media influencers will be a key element as they will do a lot of the work for the campaign. People with a significant online presence will have a broad audience on their blog. Influencers have active and engaging social media channels. It is important to listen to the end-users that are engaging with social media before and during the event.
Engagement will increase anticipation for performance, enhance the user experience by having them tweet, post during the event. Engaging the end-user will help to develop a relationship with the brand. Adding video content to the website is a way to increase revenue. Posting unseen footage of performances, or past appearances will unlock brand exposure through social media mentions. Creating a contest in each city allows a fan to have a meet and greet. The end-user will like a page and then tag a friend. Each tag is one entry into a drawing. Different subreddits create a buzz by posting in subreddits to find the weird.
My Solution
The first thing that was needed was to create a brand identity that reflected the comedian’s personality as well as support the goals that appeal to the personas. I did some research on his current fan base and created two personas to help guide decisions. From there I created a brand identity that current fans would recognize and modern enough to attract new fans.Two personas were created that fell into two different categories, the lurker and active. A lurker is typically a member of an online community that observes but does not participate, while the active social media user is engaged and checks social media daily.
Once the brand was approved I moved on to the website. The website is the information hub of the brand. The social media campaign will drive users to the website for information about the comedian, tour dates, ticket sales, guest appearances, and never before aired material.
