Toni-W-71404

The created image, infographic, and video content support the two following marketing objectives for Kaitoke Wilds: BRAND AWARENESS 1 Through a brand awareness social media campaign, increase the amount of engagemen t (clicks, likes, or shares) by 30% which is 9 engagements per post based on previous engagement, in a three-week period from July 14th to August 4th. BRAND AWARENESS  2 Through a brand awareness social media campaign , increase the amount of website traffic by 60 clicks, approximately 15 clicks per week, in a three-week period from July 14th to August 4th. PROJECTS OVERVIEW (TRELLO): The following screenshots show the project flow: IMAGE: The image appeals to the buyer persona by evoking a connection between wanting to look after your skin and wanting to look after the earth. The use of the beach and plant portrays the grounding, natural essence of the brand. The model used is chosen to fit the age bracket of 25-35. The key feature of the image is the fresh, clean, ...

 Gamification “Gamification is the application of game-like mechanisms to non-gaming activities” (Lieberman, 2018, para 1). In the context of content marketing, this could be rewarding users for signing up for newsletters, quizzes, puzzles, contests, and competitions (Lieberman, 2018; Bullock, 2020; NeverBounce, 2021). Gamification appeals to the competitive nature of consumers and looks to engage an audience with a brand (Smart Insights, 2015). An example of gamification is using loyalty schemes where consumers earn points that can be later redeemed. Another example is McDonald’s Monopoly game where consumers collect tokens to win prizes. This trend has seen an increase alongside the increase in the popularity of mobile phones and social media (Rampton, 2015). When done well, gamification can drive engagement and encourage consumer behaviour, however, marketers should “ take extra care when designing the game and formulating rules, provide feedback in real-time, justly recognize t...

  Storytelling At the heart of content marketing is the technique of storytelling (Da Costa, 2019; Decker, 2020; Bhattacharya, 2021). Decker (2020) defines storytelling as a “process of using fact and narrative to communicate something to your audience” (para 2). The success in storytelling lies in knowing your audience so you can engage them in an authentic way (Da Costa, 2021). In content marketing, it could be in the form of a written, spoken, audio, or digitally such as video or animation (Decker, 2020). The current trend in content marketing shows video to be the most compelling medium (Bhattacharya, 2021). By leveraging storytelling as a marketing technique, marketers will be able to better connect with an audience to share the value of a company, product, or service. Visual imagery Visual imagery in content marketing includes images, videos, infographics, memes, presentations, and screenshots (Patel, 2021). Louie (2018) states that “ communication coupled with imagery – pho...