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.
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