Forghetti: Social Media Campaign
Brief: To create a marketing strategy for forghetti, a password manager. The aim for the strategy is to increase the number of app downloads.
Campaign Strategy:
We decided to post content on both instagram and tiktok as these are the social medias used most by the target market (students). Each week we posted a tiktok/ instagram reel, an animation, an illustration and a photography based poster, with the exception for some weeks, where more content was created (e.g. as April Fools day and Easter fell in the same week).
The Campaign followed the storyline of two characters: Forgetful Fred, and Forgetful Fiona, who were shown carrying out their everyday lives, forgetting common things which may have been relatable, and also provide humour for the audience.
We promoted some of the content, using the budget provided by the client, in order to increase the reach of this campaign. We set up a Tiktok business account to host the campaign as well as posting videos to Forghettis Instagram story, which we then promoted.
My main roles in the group were to create illustrations, animations and AR content.
Lockie Variations:
I created different variations of Lockie, the brand mascot, in order to reflect Forghetti's brand values: Security, Simplicity and Integrity.
Illustrations:
I created illustrations which linked to each part of the storyline for the campaign, featuring lockie, which were posted to Instagram.
Animations:
I used assets which were created by one of my teammates to create a series of animations, which were posted on Instagram. I also was given the task of reformatitng a premade video, to fit the instagram 1080x1080 scale.
End Screens/ Banners:
I animated Lockie in relation to the contents of the different videos which my teammate created, and then produced banners and end screens.
AR Instagram Filter:
I decided to develop an AR Instagram filter, in order to encourage greater audience interaction with the campaign. I did this using Spark AR. My original idea for this was to use a face tracker, where when you open your mouth, a forghetti banner pops up. I also 3D modelled Lockie and used a tracker so that he sits on the users shoulder. The filter however was rejected by Instagram as the banner featured static text, which it does not allow.
I then came up with a different idea for a minigame style filter. This was a difficult task to complete and I faced many difficulties, involving adding additional colliders to the patch editor, however after alot of trial and error, I was able to overcome this. The aim of the minigame is to catch the falling forfhetti circles by moving your head. If you miss, you lose.
Campaign Results:
Instagram:
Total cost: £643
Total Impressions: 494,435
Most successful story: Carpark video from week 4 (126,176 impressions achieved, with 269 profile clicks, costing a total of £49.
Each post on average gained around 8-15 likes with the most successful being the computer smashing animation from week 1 of the campaign (25 likes and 16 profile clicks).
TikTok:
Total cost: £743.63
Total Impressions: 518,331
Most successful video: Busstop video from week 3 (369,545 impressions and 3805 clicks, costing £479.09). We had to increase the budget of this video as it was doing really well, therefore we agreed that this would be a viable decision.
Overall, the Tiktok videos gained more impressions than the Instagram stories. This could potentially be due to the higher budget implemented or due to the way Tiktok places ads making it more likely to be seen.
Overall Results:
Unfortunately due to running out of budget, we were unable to promote the final two videos of the camapign. I do however think that this campaign was successful as it achieved the main purpose of increasing app downloads. 40 new accounts were created as a result of the campaign. The download figures are likely to be higher than this, due to people downloading the app but not yet making an account. We worked well as a team and maintained strong communication with eachother and the client (meetings 3 times a week and constant communication in a Whatsapp group). We stayed organised throughout by scheduling all of our content and creating a calander outlining what content needs to be posted on what day. I created this spreadsheet to breakdown all the content from the campaign and how well it did.
Click Here to view the handover document for this project!.