Creative Outcome (Contextual): Rationale and Plan - the fmm ...
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Creative Outcome (Contextual): Rationale and Plan
Contents Concept 2 Channels Plan 4 Strategy 9 App Planning 10 Competitors 13 Measuring a Sucessful Campaign 14 App Design & Website 15 Branding & Colour Scheme 18 Consumer Profile 22 Moodboards & Experimentation 25 Reference List 36 Images 1 (Front Cover & 2: (Dezeen, 2021) 2
CMC1C2 ChangeMakers Citizens First, Consumers Second ChangeMakers is a community for citizens/consumers to allow them access to all the necessary information to make informed choices on individual decisions. But also to give them the ability to collectively enact real change on the choices available and on a larger-scale such as changes in legislation. It provides platforms for them, rather than brands, creating a hub where they can communicate freely in discussion around a de-growth future in fashion and how that could manifest itself. 3
Podcast Collaboration Petitions and Protests Newsletter Channels to Spread Awareness and Clubhouse Promote the TikTok Brand Facebook Instragram Mobile App Figure 1: (Author’s Own, 2021) 4
Social media is a key digital marketing tool to engage with ChangeMaker’s target consumer, having a omni-channel presence is particularly effective with Generation Z (The Business of Fashion, 2021). Channel Pros Cons Content Posts will be consumer-generated. Owned media, visual, heavily utilised by Showing them using the app, Can be hard to get lots of information Generation Z and Millennial consumer. participating in activism and making Instagram Also Instagram ads could be a cost- across. ChangeMakers have to compete for consumer attention. more sustainable purchasing effective way to market to target decisions. Some posts will include Algorithms mean posts may not be consumer in the mid-to-long-term to activist style slogans. Can also put seen. increase number of users on the app. recordings of live talks and podcast/ clubhouse discussions on IGTV. Since it is still used by 90% of Millennials Not a visual platform. Not as popular Facebook Page could utilise (Sagin, 2020), Facebook is still very with Generation Z so they will be content from other elements of powerful and cannot be ignored. captured elsewhere. ChangeMakers such as parts of the Effective platform to signpost consumers Newsletter, Instagram posts etc. Facebook to the app and to make event pages for events and protests. Also Facebook ads could be a cost-effective way to market to target consumer in the mid-to-long- term. While the target consumers are mobile Can provide information for new Will signpost consumers to the first 46.5% of traffic still comes from consumers, users who have not yet app as that will be the main point Website a laptop/desktop device (Bouchrika, downloaded the app. of information, however website 2021) and so a website is needed to still will provide basic information. Will capture them. Good place to get all info also signpost consumers to other across. channels. Relevant way to reach Generation Z. Not as popular with millennial group. Will provide some light-hearted, Can add to community and light hearted Not a serious platform so may not work humourous, personality. Content element to brand. Content marketing for all content. Not the most effective will be user-generated to include TikTok focussed something ChangeMakers for sales pushing and promotion i.e. activism, purchasing habits, daily love as seems genuine. promoting the app. vlogs and more. Figure 2 : (Author’s Own, 2021) 5
Channel Pros Cons Content Brand voice has never been more Requires upkeep (need to produce This will be a range of conversations important, audio helps to humanise podcasts at least bi-weekly). Plus from consumers, to fashion industry Podcast this voice for the consumer. voice activation will require invest- experts. The conversation will be Clubhouse particulalrly is powerful as ment. around how to move towards a de- is live discussions so seems inclusive, growth future. From everyday personal natural, and un-edited creating real acts to large-scale changes in policy human connection. ChangeMakers and society. The Podcast could be will also when possible be looking recorded discussions from clubhouse. to invest in voice activation for An obvious platform like Spotify could consumers and also the creation of Quite exclusive not everyone is be used as this is very popular with an in-app voice profile so consumers utilising the platform yet particularly students and young professionals. Clubhouse can talk directly to the app. Audio is consumers, as it has been brand led. Also you have to be invited As well as Apple Music, Podbean and also great for time-poor consumers BuzzSprout.Buzzsprout’s advantage as can listen whilst dong something onto app. is that it can embed the recording else/on-the-go. straight onto the website (Enfroy, 2021). Will provide some details of weekly/ One of the most personalised forms bi-weekly newsletter - could perhaps of marketing. Can give consumers A lot of emails go unnoticed as be exclusively for members. Email real time updates and drive them inboxes are crowded places. Will also provide consumers back to app and social media. personalised events and services in their locality based on app location data and analytics. Spread the message and increase Any paid promotions or ads on Will run on social media channels consumer awareness. Promote the Instagram and Facebook will be a initially through posts and consumer Campaign app. Can be done at no cost across mid-term strategy as it will have to content and then through display ads social media platforms. come from membership money . on Instagram and Facebook. Figure 3 : (Author’s Own, 2021) 6
Channel Pros Cons Content Is genuine supporters and is organic. With Will need to incentivise consumers, Consumers enjoying the app or taking Peer-to-peer 84% of Millennials saying user-generated perhaps could offer discount (or first six part in events and experiences such as a protest or a live talk etc. content would influence a purchasing months free) off of exclusive ChangMakers Influence and/ decision (Sagin, 2020). Which could then subscription/membership. or Referral boost membership subscription. Scheme If ChangeMakers finds real people of Since it will have financial implications Videos for TikTok and Instagram reels of influence, who their consumers look up will need to wait until membership has them on the app perhaps finding out about to, it could really help to spread the word hit thousands to pay for it. Could not be their wardrobes or of an event. and get consumers downloading the app undertaken at launch, perhaps after first Micro-Influencers creating a community. six months or year. Utilising an app as the main hub should be More expensive. Especially to ensure Will be the hub of ChangeMakers, all in- effective as the target consumer is mobile- Android and Apple options are both well formation will be available on this channel first and time-poor so an app offers them optimized. Donations and memberships and available for citizens/consumers. something on the go which is mobile- could compensate to make the app pay optimized and functional. Information will for itself. Alternatively crowdsourcing Mobile App be easily accessible and digestible. could be effective. Will not capture as wide an audience as Creative pop-up shops providing sewing Could create even more of a community digital channels. classes, wash care and customisation feel within a locality. stations. Also will need to consider COVID-19 Physical Events Events could therefore be customised restrictions and safety precautions in Could also be live in person talks/ and personalised to the location. line with the Countries’ government discussions on how best to mobilise guidelines. change. Figure 4: (Author’s Own, 2021) 7
Channel Gen Z Millennial Facebook ✓ Instagram ✓ ✓ TikTok ✓ Clubhouse ✓ ✓ Podcast ✓ ✓ Website ✓ ✓ Campaign ✓ ✓ Micro-Influencers ✓ ✓ Email ✓ ✓ Mobile App ✓ ✓ Peer-to-peer and/or Referral ✓ ✓ Scheme Figure 5: (Author’s Own, 2021) 8
Strategies Channel Short-term Mid-term Facebook ✓ Instagram ✓ TikTok ✓ Clubhouse ✓ Podcast ✓ Website ✓ Campaign ✓ Micro-Influencers ✓ Email ✓ Mobile App ✓ Peer-to-peer and/or Referral ✓ Scheme Figure 6: (Author’s Own, 2021) 9
App Plan Home/Hub Landing/Home Page Become a Member Login Sign up Menu Quiz Image Feed Chat Function Brand Information QR Code Podcast/Clubhouse Protest & Petitions Settings Search Profile About News Newsletter A-Z Scanner Us Page Feed Questions Brand Profile Product Info Episodes Protests & Petition Older posts, create a links post, edit profile etc. Consumer Reviews 1, 2 etc. A plan of how the app could be structured. Figure 7: (Author’s Own, 2021) 10
Page Details Brand Profile This will provide consumers as much detail as possible on steps brands have taken and where they are at in terms of 1) Transparency, 2) Accountability, 3) Change (Fashion Revolution, 2021). It will detail environmental, ethical and de-growth steps brands are taking, giving them a score based on this. QR scanner This is so consumers can digitally upload their wardrobe and see what scores their clothes have based on materials, and brand’s scores on ethics and environmental practice. It will also give consumers options on extending the life-cycle of these items through suggested local repairs or relevant apps or places to swap, rent or sell those items. It also allows consumer to see the number of items they have in their wardrobe and whether this is above the average user so they can monitor their consumption. Newsletter This will come out weekly/bi-weekly and will provide information on any events happening, what has been going on the app (trending) and any interesting points of information. More information will be given to members or they could receive newsletters more frequently. Protests & Petitions This will provide links to petitions to sign, allow consumers to easily start their own petitions, as well as detail up and coming digital and physical protests and allow consumers to join chats for certain protests to discuss ways to make protests innovative and creative. Collaboration Within the newsletter and protests and petitions ChangeMakers will collaborate with organisations such as Fashion Revolution and Remake to allow them to speak to consumers about causes within fashion that ChangeMakers can be involved in such as fighting for garment makers rights, recently an example would be the petition to extend the Bangladesh Accord (Srivastava, 2021). The quiz is an interactive element when you begin using app to give the consumer information about Quiz ChangeMakers and for ChangeMakers to get a little bit more info about the user. Also there will be other interactive quizzes to get the consumer thinking about how to improve their fashion purchases. Figure 8: (Author’s Own, 2021) 11
Viability Donation Could utilise a model like Wikipedia whereby you ask consumers to make donations when needed to support the upkeep of the app and funding for events, protests etc. Similarly to the way Wikipedia asks its readers for money to run its servers when necessary so that it can stay “accessible, up to date and relevant” (EurAsian Times Desk, 2020). Subscription / Could have a membership perhaps offering exclusive content such as: a newsletter, early access for new events or content, more hands on role within the community - having more Membership of a say into decisions regarding how app, social media and events are run. For this app, Options because some of the consumer group are Generation Z the price point does need to be lower as more price-sensitive perhaps in line with Spotify’s student rate £5.99 (Spotify, 2021). Figure 9: (Author’s Own, 2021) 12
Competitors Direct Competitors include apps that are already offering similar ratings on environmental and ethical issues such as Good On You. Where ChangeMakers will have a point of difference and therefore a competitive advantage (as well as societal benefit) is that the app is more than a point of information: it is a dialogue, a hub and a community for consumers. Also in terms of design the Good On You app feels very information/education based and lacks the interactive/social/community vibe (see images 3 and 4). Due to the community feel indirect competitors could include social media sites but ChangeMakers will be on these sites to drive traffic to the app. Images 3 & 4: (Hivelife, 2021) 13
Measuring the success of Campaign, App and Digital Channels Mobile App Increased number of users on the app and an increase in downloads. Increased amount of time spent on the app once consumers have downloaded. Social Media Increased number of followers and engagement on posts etc. Channels Activism Increased number of people participating in protests and events. Petitions reaching 100,000 plus so that government have to review it. Overall Brand If brands overall awareness increases and it becomes more well known to target Image consumer base. Figure 10: (Author’s Own, 2021) 14
App Design & Website 15
Mobile-optimized - layout looks really effective on phone screen. The clean line sans-serif font and chunkiness makes it feel fresh and young and is easily readable. Is also digital first and accessible to use on a range of chan- nels. I don’t feel this warm colour enacts the feeling of change. Use of headings, sub-heading, body text and imagery is nice and balanced. Again is mobile-optimized and works well. The white space on this web page is good. Doesn’t feel overwhelming, is clear and calm. Use of image and text also something Changemakers should look to incorporate across channels. Images 5-8: (Squarespace, 2021) 16
I don’t like the use of font. I think the air of luxury suggests an exclusiveness or inaccessibility which is not something ChangeMakers wants. Their message is to give power to consumers. The use of colour palette black, white and a pastel colour is something which could really work for ChangeMakers. A green could work as it suggests sustainability. But I am also considering a lilac/purple Images 9-12: (Squarespace, 2021) as this suggests truth which is the whole concept of ChangeMakers (Tailor Brands, n.d.). 17
Colour Scheme & Branding 18
ChangeMakers ChangeMakers When considering a logo and colour scheme I did consider greens both earthy olives and brighter tones as it would be an obvious choice when having anything to do with sustainability. But from observation and ChangeMakers research there are already an abundance of known brands and organisations with green logo designs and so I wanted ChangeMakers to stand out. I also made a design choice to push the two words together as I preferred it aesthetically. ChangeMakers In terms of the name the whole premise is around enacting change and the slogan citizens first, consumers second is inspired by Remake Founder Ayesha who spoke about this at BoF’s sustainability summit (The Business of Fashion, 2021). I liked the ChangeMakers use of black and white with a colour as it felt impactful. I also wanted to keep the font simple but punchy. ChangeMakers 19
ChangeMakers ChangeMakers ChangeMakers After researching that purples had connotations of truthfulness I quite liked the idea of that. As the whole premise of ChangeMakers is giving consumers a voice to speak their truth and enact real change. Despite lilac perhaps being a more generically feminine colour I think it is worth noting that one the fashion consumer is predominantly female and two fashion is actually breaking boundaries when it ChangeMakers comes to gender norms. ChangeMakers ChangeMakers 20
CMC1C2 ChangeMakers Citizens First, Consumers Second Logo Idea for Social Media channels. As the profile picture is usually a circle. CMC1C2 ChangeMakers Citizens First, Consumers Second Logo Idea for App Loading Page or home page. 21
ChangeMakers The Citizen/Consumer 22
ChangeMakers Images 13-18: (Instagram , 2021) (i_d, 2021) (LSN, 2021)
Citizen/Consumer Core Needs Profile - Time poor - Content driven - Personalisation - Interactive dialogue (hence chat function in app) Motivations - 61% feel responsible and concerned over the planet (Sagin, 2020). - Price sensitivity vs perceived value. 90% of Millennials use Facebook (Sagin, 2020) . - Consumer to consumer trust is strong. 84% user generated content would influence a purchasing decision (Sagin, 2020). ChangeMakers Digital Details - Generation Z and Millennial - wide - Want transparency - also want to see brands 77% would like to/are already participating in a target market as these two consumer setting targets and objectives and meeting them type of reward scheme (Sagin, 2020). groups have most power to enact (ChangeMaker App will offer this, and consumers change and have similar views when it can also push brands to change further by comes to the environment and ethics voicing their opinion on app and getting involved and the search for authenticity. in protests and petitions). - Mobile First (hence a Mobile App). 44% would promote a product on social media -Eco-conscious. for an incentive (Sagin, 2020). Images 19-20 : (Depop, 2020) and (i_d, 2021) 24
Moodboards & Experimentation 25
Community >Economy Images 21-23 : (Pexel, 2020) (i_d, 2021) (LSN, 2020) (Author’s Own, 2020)
Experimentation - I wanted a consumer-generated content and feel. - I played with the opacity and use of the lilac that I wanted to use for the colour palette. - I wanted to play with the use of black and white typography, kept font sans serif to make sure it is bold, clean, modern, easily accessible and transferable across platforms (an appropriate font for digital). - I also wanted to play with different slogans taking an activist tone. 27 Images 24 : (Author’s Own, 2020)
Images 25-26 : (Author’s Own, 2021)
Citizens Consumers First Second Lily, 22 London Images 27-28: (Author’s Own, 2021)
Lily, 22 London Images 28-29 : (Author’s Own, 2021)
Stop: Start: buying changing Lily, 22 London Images 30-31: (Author’s Own, 2021)
Images 32-33 : (Author’s Own, 2021)
Apathy will be the death of our future Images 34-35 : (Author’s Own, 2021)
Apathy will be the death of our future Images 36-37 : (Author’s Own, 2021)
Stop: Start: buying Images 38-39: (Author’s Own, 2021) Protesting
Reference List Articles Bouchrika, I., (2021). Mobile vs Desktop Usage Statistics for 2020/2021 « Guide 2 Research. [online] Guide2research.com. Available at: [Accessed 22 May 2021]. Enfroy, A., (2021). 15 Best Podcast Hosting Sites of 2021 (Plus Free Options). [online] Adam Enfroy. Available at: [Accessed 5 June 2021]. EurAsian Times Desk, (2020). Here’s Why You Should Or Should Not Be Donating To Wikipedia?. [online] Latest Asian, Middle-East, EurAsian, Indian News. Available at: [Accessed 22 May 2021]. Fashion Revolution. (2021). A global call for full supply chain transparency in the clothing sector - Fashion Revolution. [online] Available at: [Accessed 15 May 2021]. Sagin, E., (2020) Stats That Will Make You Rethink Marketing To Millennials [online] Wordstream.com. Available at : < http://www.wordstream.com/blog/ws/2016/02/02/marketing- to-millennials> [Accessed 22 May 2021] Spotify. (2021). Spotify Premium: 1 Month Free. [online] Available at: [Accessed 22 May 2021]. Srivastava, A., (2021). Bangladesh Accord: An urgent call-to-action to #ProtectProgress - Fashion Revolution. [online] Fashion Revolution. Available at: [Accessed 22 May 2021]. Tailor Brands. (n.d.). The Meaning Behind Logo Colors | Tailor Brands. [online] Available at: [Accessed 22 May 2021]. Information Sources The Business of Fashion. (2021). #BoFLIVE: Engaging the Gen-Z Shopper. [online] Available at: [Accessed 22 May 2021]. 36
Images Front Cover and Contents Page Dezeen, (2021). École Nationale Supérieure d’Architecture de Nantes, 2009, Nantes. [image] Available at: [Accessed 22 May 2021]. Page 13 Hivelife, (2021). Good on You App. [image] Available at: [Accessed 22 May 2021]. Page 16 Squarespace, (2021). Squarespace Template Palmera. [image] Available at: [Accessed 22 May 2021]. Squarespace, (2021). Squarespace Template Hester. [image] Available at: [Accessed 22 May 2021]. Page 17 Squarespace, (2021). Squarespace Template Hart. [image] Available at: [Accessed 22 May 2021]. Squarespace, (2021). Squarespace Template Idrah. [image] Available at: [Accessed 22 May 2021]. Page 23 and 24 i_d, (2021). i_d Verified Roni Ahn captures the bond between four young Hong Kong skaters. Inspired by a creative generation fighting to find their voice, the photographer introduces us to friends coming of age in a time of uncertainty. Hit the link in bio to see more. . . . Text @frankie__dunn Photography @roniahn Styling @runwildrun and @@liz_lizliz Make up artist @chichili Hair stylist @himng_hair @ The Attic Models @cheuklaamchan_ @chui_chai @nnnoise_ @himm_t #HongKong #Skaters. [image] Available at: [Accessed 22 May 2021]. Instagram, (2021). mikaelamclark: Today is that day. My hand painted spring collection “Sacred Space” has landed at urbanoutfitters.com and I quite literally cannot WAIT for you to see!!! We have all the goods. The denim jackets that started it all! @hansel_clothing Bandana tanks and handbag made from upcycled materials, jeans, overalls, carhartt!!!! Take a look and tell me which is your favorite piece! In the meantime, swipe to read about the meaning behind Sacred Space. Enjoy photos/direction: @bylouisawells Styling/ creative direction: @mikaelamclark clothes/design: @hansel_clothing. [image] Available at: [Accessed 22 May 2021]. Instagram, (2021). mikaelamclark Yes, these are the gratuitous selfies I took with my tripod after filming a little collab with @outdoorvoices, but PLEASE, turn your attention to my new, flourishing snake plant!!! She’s happy to be here.. [image] Available at: [Accessed 22 May 2021]. LSN Global (2021). Regenizens images. [Image] Available at: [Accessed 15 May 2021]. Page 26 37
Author’s Own (2020). Alex at a #BLM Protest in London LSN Global (2021). Regenizens images. [Image] Available at: [Accessed 15 May 2021]. Adapted from: Pexel, (n.d.). Girls Lying Together In Bed. [image] Available at: [Accessed 6 December 2020]. Pages 27-35 Author’s Own (2020). Alex at a #BLM Protest in London Adapted from: Author’s Own (2021). Lily showing what’s on her phone Adapted from: Author’s Own (2020). Lily at a #BLM Protest in London Adapted from: Author’s Own (2021). Alex in a vintage shop browsing Figures Figure 1: Author’s Own, (2021). Spider Diagram to decide on Channels for Marketing plan Figure 2, 3 & 4: Author’s Own, (2021). Channels Pros, Cons and Potential Content Figure 5: Author’s Own, (2021). Channels targeted for each Generation (Generation Z and Millennial) Figure 6: Author’s Own, (2021). Short-term and Mid-term Channel Strategy Figure 7: Author’s Own, (2021). App Design Plan with hierarchy consideration Figure 8: Author’s Own, (2021). Content of Different App Sections Figure 9: Author’s Own, (2021). Viability Table: ways to monetise the App Figure 10: Author’s Own, (2021). Table Measuring Success of Campaign and Channels 38
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