Shifted Pixels is a small advertising agency that communicates to their target markets through social media engagement using the internet. They use low cost and high efficiency techniques to create a online presence for their clients. They were founded two years ago as they saw an opportunity in the advertising market that they could fill. When small companies and websites start up they do not have a large advertising budget so therefore need proven results for every advertising dollar they spend. Shifted Pixels use the internet as a low budget medium to advertise for these small companies. The internet also allows Shifted Pixels track campaign results in detail with virtual tools on the internet to improve effectiveness and provide accountability and measurability to their clients.
Their direct competitors are digital advertising agencies such as Topia (www.thetopiaproject.com) and Tequila (www.tequila.co.nz) although these agencies do not focus on Social Networking on the internet. More indirect competitors include public relations agencies and larger advertising agencies that use online social networking as part of their campaigns such as Zing PR. Larger advertising agencies often become the clients of Shifted Pixels, who out source them to do the online social networking and online web presence component of campaigns.
From my previous report it was found that I had a very social personality. The personality frameworks showed my strong point is communication and I need a social environment that will enable me to work with different types of people and working in the advertising industry will give me the opportunity to find new and creative ways to communicate. I have worked well at Shifted Pixels as they are a small advertising agency that is quite laid back and social. By using social media on the internet I was able to find more creative ways to communicate to a target market.
Thursday, November 6, 2008
2.0 Analysis of Daily Log
While working with Shifted Pixels I was involved with three campaigns. The first campaign was research for a cocktail website that Shifted Pixels wanted to make as a side project. The second was to do with a new website that had just been launched for an online modeling and acting agency called MyPhatBreak. The third was the online component for the new Metamucil Fibresure campaign. Shifted Pixels were outsourced advertising agency Publicis Digital to work the Social Media component of the campaign. I needed to do a lot of research on online advertising for all the tasks I worked on as I had no knowledge of what an online agency does.
3.0 Learning Contract
The three online advertising campaigns I worked on allowed me to fulfill almost all my learning goals and a suitable substitute was found for the goals that were not met. The activity log of the tasks I worked on during my time with Shifted Pixels will be described and listed under the learning goals they fulfilled.
3.1 Learning Goal 1: Learn what online strategies can be teamed up with traditional advertising.
Strategies and Resources:
1. Be involved in an online advertising strategy that has been combined with traditional advertising for one of Shifted Pixels current clients based on an existing creative brief.
Publicis Digital contacted Shifted Pixels to do the Social Media Component of the Metamucil Fibresure campaign. The aim of the campaign is to position Fibresure as a convenient source of fibre for the family and increase awareness and distribution. Social Media Advertising will be teamed up with a series of television and radio commercials, public relations, online videos and a Fibresure website. The aim of the social media component is to engage Australians and create interest in the campaign to drive traffic to the Fibresure website. By using the Publicis Digital briefing I was involved in the process of finding influential bloggers with a large following of readers that have blogs that relate to the Fibresure product. We decided to contact three types of bloggers that had bogs that related to Fibresure:
· Family Health Bloggers
· Heath and Detox Bloggers
· Life Hack Bloggers (bloggers who discussed technology & new products)
Once the bloggers had been decided on I wrote three separate letters targeting each type of blogger. These letters were designed to explain to the bloggers why fibre is important and how Fibresure is a quick and convenient way to get the recommended daily fibre intake. The letters (Appendices 8.2) were sent to Publicis Digital. The Bloggers will also be sent a sample of Fibresure with a hamper of other goodies to make the Fibresure product memorable to the blogger with a healthy, high fibre theme. The bloggers will also be given some quick dot points about Fibresure and the need for fibre so the blogger could easily copy and paste the information into their blogs.
The social networking medium has been used to create a buzz on the internet about Fibresure and re-communicate the messages of the Fibresure campaign. Social Media is an inexpensive and effective way to give the target audience information about the product and lead them to the website to get further information.
1. Be involved in an online advertising strategy that has been combined with traditional advertising for one of Shifted Pixels current clients based on an existing creative brief.
Publicis Digital contacted Shifted Pixels to do the Social Media Component of the Metamucil Fibresure campaign. The aim of the campaign is to position Fibresure as a convenient source of fibre for the family and increase awareness and distribution. Social Media Advertising will be teamed up with a series of television and radio commercials, public relations, online videos and a Fibresure website. The aim of the social media component is to engage Australians and create interest in the campaign to drive traffic to the Fibresure website. By using the Publicis Digital briefing I was involved in the process of finding influential bloggers with a large following of readers that have blogs that relate to the Fibresure product. We decided to contact three types of bloggers that had bogs that related to Fibresure:
· Family Health Bloggers
· Heath and Detox Bloggers
· Life Hack Bloggers (bloggers who discussed technology & new products)
Once the bloggers had been decided on I wrote three separate letters targeting each type of blogger. These letters were designed to explain to the bloggers why fibre is important and how Fibresure is a quick and convenient way to get the recommended daily fibre intake. The letters (Appendices 8.2) were sent to Publicis Digital. The Bloggers will also be sent a sample of Fibresure with a hamper of other goodies to make the Fibresure product memorable to the blogger with a healthy, high fibre theme. The bloggers will also be given some quick dot points about Fibresure and the need for fibre so the blogger could easily copy and paste the information into their blogs.
The social networking medium has been used to create a buzz on the internet about Fibresure and re-communicate the messages of the Fibresure campaign. Social Media is an inexpensive and effective way to give the target audience information about the product and lead them to the website to get further information.
3.2 Learning Goal 2: Learn how the two way communication in an online advertising can be and an advantage and disadvantage for a campaign
Strategies and Resources:
1. Be part of the online blogging process that Shifted Pixels uses to start a conversation with influential parties on the internet
2. List the advantages and disadvantages
I did not participate in any two way communication with a target audience but did prepare letters to be sent out to bloggers for the Metamucil campaign. Through this task I gained an understanding of the power shift from companies and their target audiences. Target audiences are now more likely to listen to word of mouth messages as they are constantly being bombarded by advertising and often chose to ignore it. Consumers are now able to say what ever they want about a brand online and have the power to amplify their voice with the internet. This online simulation of word of mouth can be used by companies to send out a good message about their branding and if they can influence online bloggers with a high number of followers a good message about a brand will be sent out to an audience that is ready to listen.
Advantages:
• A letter and a Fibresure pack will be sent to thirty online bloggers, who each have over 100 followers. If all the bloggers choose to write about Fibresure that will communicate the product benefits to a concentrated target audience of three thousand people. This message could easily be passed on by the bloggers followers if they feel the information is valuable
• Bloggers are provided with all the information making it easy for the to blog about the product
• Low cost – it will only cost as much as the Fibresure packs cost to send out
• Shifted Pixels can keep track of where the internet traffic has come from providing the client with accountability
Disadvantages:
• The Blogger can keep the pack and choose not to talk about the product
• They may just discuss the importance of Fibre but not Fibresure
• We can not control what the blogger writes – they could write something against Fibresure
• It is difficult to understand the kind of person the bloggers are as they are only known through their online profile
1. Be part of the online blogging process that Shifted Pixels uses to start a conversation with influential parties on the internet
2. List the advantages and disadvantages
I did not participate in any two way communication with a target audience but did prepare letters to be sent out to bloggers for the Metamucil campaign. Through this task I gained an understanding of the power shift from companies and their target audiences. Target audiences are now more likely to listen to word of mouth messages as they are constantly being bombarded by advertising and often chose to ignore it. Consumers are now able to say what ever they want about a brand online and have the power to amplify their voice with the internet. This online simulation of word of mouth can be used by companies to send out a good message about their branding and if they can influence online bloggers with a high number of followers a good message about a brand will be sent out to an audience that is ready to listen.
Advantages:
• A letter and a Fibresure pack will be sent to thirty online bloggers, who each have over 100 followers. If all the bloggers choose to write about Fibresure that will communicate the product benefits to a concentrated target audience of three thousand people. This message could easily be passed on by the bloggers followers if they feel the information is valuable
• Bloggers are provided with all the information making it easy for the to blog about the product
• Low cost – it will only cost as much as the Fibresure packs cost to send out
• Shifted Pixels can keep track of where the internet traffic has come from providing the client with accountability
Disadvantages:
• The Blogger can keep the pack and choose not to talk about the product
• They may just discuss the importance of Fibre but not Fibresure
• We can not control what the blogger writes – they could write something against Fibresure
• It is difficult to understand the kind of person the bloggers are as they are only known through their online profile
3.3 Learning Goal 3: Gain understanding of the account management process in a digital agency
1. Be involved in the communication process between the agency and its current clients and the internal communication process throughout the agency.
MyPhatBreak approached Shifted Pixels for an online solution to deliver model/agency acquisition for their new website MyPhatBreak.com. My task was to profile possible target audiences for the online social networking advertising campaign. As the website is aimed at both male and female models and actors two profiles we created as an example of the target audiences. These profiles were used to understand who the target audience is and the profiles were used to create virtual characters that will use social networking websites like Facebook to spread the word about the MyPhatBreak in a casual manner. I created these virtual profiles for an internal report for Shifted Pixels. This report will be used by Shifted Pixels to write a report that will be sent to the client. Shifted Pixels report to MyPhatBreak monthly, updating them on all the campaign activities and results so far. I did not communicate with he client directly but I did write up the information that will be used to report to MyPhatBreak. I experienced the internal communication of the agency as I was briefed on the tasks they wanted me to complete for the client.
3.3.1 Virtual Profiles for MyPhatBreak
Male Target Audience:
Josh Hanley AKA Surfie Aspiring Actor and Model , DOB 2ND February 1984 (Age 24)
Hotmail email and Facebook Account have been created.
Story: Josh lives in Manly and loves the beach lifestyle. He is working in a nightclub full time just to pay the rent. He spends most of his spare time in the surf and goes to the Cross for a good night out with mates. Josh is interested in perusing an Acting and Modeling Career. A friend referred him to myphatbreak.com and is now signed up as a male model and has launched his acting career.
Activities: Surfing,
Interests: Modeling, Acting, Surfing, Beer
Favorite Music: Jose Gonzalez, Killers, The Platters, Cold Play, , The Darkness, Ben Lee, Wolfmother, The White Stripes, , Gorillaz, The Dandy Warhols, Jack Johnson, Franz Ferdinand, Arctic Monkeys, Guns 'n Roses, James Blunt, Snow Patrol, Polyphonic Spree, The White Stripes
Female Target Audience:
Annabelle Leah Brennan AKA aspiring model
DOB 27th February 1987 (Age 21)
A Facebook and Hotmail email account has been created.
Story: Currently works as a casual in a bar and is interested in becoming a model. Loves fashion, makeup and shoes. She moved to
Activities: Volleyball, Dancing, Tennis, Yoga, Pilates, Travel
Interests: Modeling, Fashion, Photography
Favorite Music: Lior, Jose Gonzalez, Killers, The Platters, Cold Play, Lily Allen, The Darkness, Ben Lee, Sarah Blasko, Wolfmother, The White Stripes, Britney Spears (for dancing), Norah Jones, Gorillaz, The Dandy Warhols, Jack Johnson, Scissor Sisters, Franz Ferdinand, Kisschasy,
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