Group Digital Video Content
- The assignment requires you to demonstrate competence in course learning objectives by preparing a digital video strategy and execution content for a simulated client project.
- The main tasks include developing and producing one digital video content, based on previous class discussions and your editorial content calendar from Assignment 1, and a presentation deck of approximately 20 slides (±2000 words).
- The digital video should be 1 to 2 minutes long and align with the project's aims and objectives, and the presentation deck should detail your content strategy, digital video strategy, and reflections on the media production process.
Structure:
● Content Strategy
● Digital Video Strategy and Planning
● Creative Concept
● Evaluation of Video Content Effectiveness
● Reflections and Lessons Learned
- Content Strategy: The planning, development, and management of informational content—written or in other media. It focuses on the creation, delivery, and governance of content, ensuring that it is useful and usable.
- Digital Video Strategy: A plan for using video content to achieve digital marketing goals. It involves choosing the right video types, platforms, and metrics to effectively engage the target audience.
- KPIs (Key Performance Indicators): Quantifiable measures used to evaluate the success of an organization, employee, etc., in meeting objectives for performance.
- 3 Act Structure: A model used in narrative fiction that divides a story into three parts (acts), namely the setup, the confrontation, and the resolution.
- Storyboard: A visual representation of a film sequence and breaks down the action into individual panels. It sketches out how a video will unfold, shot by shot.
- Pre-Production: The stage before filming starts which involves planning, scripting, storyboarding, and setting up the budget and schedule.
- Production: The phase of video creation when the actual recording of the video takes place.
- Post-Production: The stage after filming, where the video is edited, sound is mixed, and visual effects are added.
- Dan Harmon Story Circle: A story structure model created by writer Dan Harmon. It breaks a narrative down into eight steps that loop back to the beginning, creating a circular journey.
1.1. Content Strategy (400 words):
- Recap your editorial content calendar from Assignment 1.
- Define and explain the campaign name, timeline, persona, content journey, big idea, key message, brand identity, voice, personality, and content pillars.
Example:
+ Campaign Name: "Simplicity in Every Step"
+ Timeline: Spanning from March to August 2024
+ Persona: Mindful →A person who wears Một shoes is likely someone who is intentional in their actions and decisions, values quality and sustainability, and leads a lifestyle that prioritizes mindfulness in both consumption and daily living. They are likely to be seen as thoughtful, considerate, and purpose-driven, with a calm and collected demeanor that reflects their minimalist and meaningful approach to life.
+ SWOT Analysis:
Strengths:
● MOT's signature shoe design is unique in the Vietnamese market.
● The brand has clear and appealing values and messages, which are consistently communicated.
● Their focus on sustainable consumption and minimalism aligns with current societal trends and creates a distinctive brand personality.
Weaknesses:
● Weaknesses in SEO have been identified.
● There's a lack of content format diversity on social media;
● User-generated content (UGC) is insufficient.
● The brand’s goal of sustainable consumption requires continuous expansion of their customer base.
Opportunities:
● The shoe market's revenue has rebounded post-pandemic, with growth noted: In 2020, the global Footwear market size was USD 271820 million and it is expected to reach USD 328020 million by the end of 2027, with a CAGR of 2.4 Percent during 2021-2027.
https://www.linkedin.com/pulse/comprehensive-analysis-footwear-market-2023-2030/
● There is a trend in the fashion market towards minimalism and sustainability, with eco-friendly shoes gaining market share.
https://www.linkedin.com/pulse/comprehensive-analysis-footwear-market-2023-2030/
Threats:
● Vietnamese brands are developing quickly and offering reasonable costs.
● Social media engagement and reach are lower compared to competitors like Ananas and Biti's.
https://vietcetera.com/en/bitis-hunter-how-a-small-budget-campaign-rebirthed-a-brand
● Vietnamese consumers show a preference for international shoe brands such as Nike and Adidas.
+ Customer Journey: Begins with raising awareness about sustainable fashion, progresses through showcasing Mot’s eco-friendly products, and culminates in driving customer action.
|
Awareness |
+ Social media: Tik Tok, Facebook, Instagram, YouTube, etc. + Search engine |
|
Consideration |
+ Website, Search engine + Influencers (affiliate) + Community groups |
|
Decision |
+ Website + Social media |
|
Post-purchase |
+ Social media |
Content Strategy Recap:
+ Big Idea: "Simplicity in Every Step"
+ Key Message and Call to Action: "Navigate Life with MOT" – inviting customers to align their fashion choices with a sustainable and straightforward lifestyle. The campaign motivates individuals to embrace mindful living, starting with one sustainable step at a time.
+ Brand Identity, Voice, and Personality:
● Brand logo
● Brand color
● Brand typography
● Brand voice
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