Campaigns | Marvel Chiam

This PR and Marcom campaign proposal is a graded assignment that was part of my M332 Campaigns and Advertisement module that I had in Year 3 Semester 1.

Task

I was tasked by Haig Road Putu Piring to conceptualize an advertising campaign and produce advertising materials to attract Singaporeans to buy their products, not just their signature putu pirings which now come in multiple flavours but also their other food items now listed in their expanded menu. I had to create original creative assets for the campaign which were: 1x full-colour key visual, 2x animated web banners, and 1x social media ad.

Campaign Objective

The objective of the campaign was to position Haig Road Putu Piring as the go-to place when it comes to customers satisfying their craving for traditional sweet and savoury treats.

Creative Assets

·1 x Full-colour key visual for the ad campaign

Produced by: Marvel Chiam

·1 x 300x250 animated web banner

Produced by: Marvel Chiam

·1 x 728x90 animated web banner

Produced by: Marvel Chiam

·1 x Social Media ad

Produced by: Marvel Chiam

Key Takeaways

This campaign has taught me the importance of research as I had to do substantial research into this aspect to identify the primary and secondary target audience. From the data gathered from this, I had to form cohesive consumer insights and use them to formulate a solid big idea for the overall campaign. Furthermore, I had to research competitor brands whilst using the SWOT analysis method. I learnt the importance of media scheduling as I had to create a media plan for when and where the ads would be published. I also had to make use of the AIDA concept when creating each of my creative assets to make them as engaging as possible

This PR and Marcom campaign proposal is a graded assignment that was part of my M312 Digital Media Content module that I had in Year 2 Semester 2.

Task

I am required to create digital content that explores the issues surrounding food security in Singapore and the government’s response to these issues. The content I create is targeted at Singaporean adults between the ages of 21 and 35 years old. I had to create an original blog website, blog post, a podcast demo and social media posts for both Facebook and Instagram for the overall campaign.

Campaign Objective

The objective of the campaign is to increase awareness among the youths in Singapore

(aged 21 - 35) about the issues surrounding food security in Singapore.

Creative Assets

1. Blog Website: https://marvelchiam.wixsite.com/foodsecuritysg

2. Blog Post that discusses food security in Singapore with multimedia elements: https://marvelchiam.wixsite.com/foodsecuritysg/post/10-ways-to-reduce-your-carbon-footprint-every-day

3. Podcast Demo (on the homepage of the blog website):

4. Social Media Post (Facebook)

Produced by: Marvel Chiam

5. Social Media Post (Instagram)

Produced by: Marvel Chiam

Key Takeaways

This campaign has taught me the importance of creating an engaging website for my target audience by using the relevant website tools. Implementations of multimedia elements such as images, graphics, and infographics on my blog post certainly helped to increase viewer retention on my website. The blog post certainly helps to increase engagement as users are able to share it on various social media platforms, thereby increasing its reach to my target audience.