Advertising
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Brand:
LEGO
Situation analysis for brand:1 brief paragraph each for industry, brand and competitors. SWOT analysis for your brand.
The Lego brand has soared in the toy industry since the brand was announced in 1932. The ubiquitous company has expanded positively since its original creation and seems to only get bigger by the year. In 2022 the company officially celebrated 90 years within the toy industry. Most people know of the brand, and many have a story to tell about their Lego experience.
The Lego brand was founded by Ole Kirk Kristiansen, and the company remains within the family. Current owner is a grandchild of the founder, named Kjeld Kirk Kristiansen. The brand name, “Lego,” comes from two Danish words "LEg GOdt", which translates in meaning to, "play well." The company currently has around 20,000 staff members. Although the company is known for their various products, they wouldn’t be the brand they are without informative instructional guides, their theme park, the creation of large bricks for young children, licensing deals and retail store openings. With all these aspects and the. help of partnerships, collaborations and more, the brand has remained on the Forbes top 100 most valuable brand’s list.
Lego’s current top competitors in the toy industry are Hasbro, Mattel, MGA Entertainment. Their biggest competitor being Hasbro, a toy company that has been around for over a century now. Hasbro was originally created by. The Hassenfeld Brothers, with its current headquarters being in Pawtucket, RI. The bran also owns a subsidiary film and entertainment company known as Entertainment One.
3. Target audience: Who is your target audience? (1 paragraph/4-5 bullet points)
• One-to-15-year old’s are the main target audience developed by the Lego brand
• Within that range four-to-nine-year old’s have been known to outnumber any other age group
• Lego also obtains many adult consumers
• Fans of other collaborating influencers and partnerships e.g. Disney’s Star Wars collection
• Parents of youths and teens.
4. Advertising objective: What is the goal of your campaign? (2-3 bullet points)
• Reach children and parents through interesting campaign approaches
• Increase sales within our 1–3-year-old age range
• Build mutually beneficial relationships through precise execution of product, news, and project releases
5. Advertising strategy: How will you get the target audience to respond? (2-3 bullet points)
• Encourage viewer response by doing a giveaway in the comments of various social pages
• Persuade viewers to check out Lego’s website for the upcoming product release
• Include a person of notoriety within the campaign, attracting a new audience to get feedback from
• Exclusive poster given with each purchase within the campaign window.
6. Media: What media will you use? (1 paragraph/4-5 bullet points)
• Instagram
• Facebook
• Twitter
• Promotional Event
• Posters
• Youtube/Other video production— utilized for social media content.
7. Creative: What is the selling idea? What is your tagline? Describe the key message of ads. (2 paragraphs)
The idea behind this campaign is a new product launch that promotes a new Lego set in collaboration with Halloween Town. The tagline remaining consistent with normal brand campaigns, “only the best is good enough.” The key message is the new world children and adults can build.
My ideal placement for the built Halloween Town Lego set would be pictured next other Halloween festive decorations, a jack-o-lantern, candy, maybe a black cat cuts across the screen to transition from one clip to the next. On Facebook the brand can gather some kids of their 20,000 employees to build the set on Facebook Live. The Posters would display the best still shot frame we have of the built Lego set.
8. Evaluation: In 1 paragraph, explain why you think your advertising plan will work.\
Overall, I feel this advertising plan, if correctly executed, can be a powerful impact to sales for Lego’s brand throughout the fall season. Halloween Town is a classic Halloween themed movie, which will attract nostalgic adults as well as their kids who I am sure they have shown the movie to around this time of the year. With the help of Facebook live, video creation and decorative placement within those creative strategies can really make this plan effective and useful for future Halloween branded products.
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Shelter Pet Project Ad Campaign
Riley DeBardelaben
The shelter pet adoption ad campaign works to connect people to adoptable pets near them. Shelter Pet Project gives communities access to millions of healthy, as well as treatable, pets. They want to spread their message that every pet is unique, yet all are capable of love. The Shelter Pet Project used the slogan “#AdoptPureLove” throughout their campaigns to encourage past pet connection owners to share their stories. Some of these personal stories were of celebrities and athletes’ journeys to finding their dog or cat.
The adoption campaign’s target audience for this advertisement was geared towards all. Specifically, Shelter Pet Project was targeting people who are working from home, learning from home, or spending more time at their homes because of COVID-19’s effects on the nation. Since the pandemic, people are spending much more time in their homes. This campaign is opening their thoughts on adopting or fostering a pet, especially after a quiet and lonely period. While also campaigning for, “adopting pure love,” implying there can be lots of love exchanged within a bond like fostering or adopting. Pushing the mentality that becoming a foster parent or forever home to these animals could be good thing for their audience.
Their main message is told by combining all these emotions, lonesomeness, comfort, love, and friendship. In the several media campaigns I witnessed there is a consistent message of fostering the “perfect distraction, ideal collaborator, best audience…”. They are connecting people who miss the feeling of having someone, or something, around after this global pandemic to pets that need care and shelter. They want to reach those who need a friend, because these dogs and cats are in the same position. The bond created with pets is pure and one of a kind. The Shelter Pet Project wants to help these bond form smoothly and swiftly.
This advertisement campaign addresses a major societal issue, one that has been consistently prominent in everyone’s lives for the past few years. The corona virus effected companies in extreme ways that were unexpected, unfortunate, and unprepared for. It separated the world into small bubbles, and made many people take pre-cautionary measures to save their workplace, school, or community. This included many offices turning to work-from-home environments, schools lecturing through web devices, and church services being pre-recorded. The pandemic caused everyone to alter their everyday lives, many norms were transformed through this issue.
This campaign overall does an amazing job at connecting emotion, persuasion, and societal issues. The message is clear, concise, and effective throughout the media and content I observed and analyzed. The Shelter Pet Project’s campaign uses a creative strategy to connect their services to individuals of all kinds who are experiencing similar situations.
In conclusion, I think the Shelter Pet Project executed an incredible, extremely effective campaign. In 2019, over 1.6 million people browsed their site for adoptable cats or dogs in their area. This campaign not only connected to new pet seekers, but also pet owner’s that have had previous connection to the project. This campaign was highly successful in maintaining and building mutually beneficial relationships. Visit ShelterPetProject.org to find out more information on adopting a pet and finding pure love.
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Red Bull Print Video and Social Media Campaigns
Riley DeBardelaben
Red Bull is a company known for its infamous slogan since 1997, “Red Bull gives you wings.” Throughout analysis of Red Bull’s advertisements, I observed various examples to showcase how Red Bull provides consistency across print, video, and social media channels. Red Bull’s use of their personal logo, slogan, characters, and talented people across the world is effective, realistic, well planned, and attention grabbing. Red Bull is strategic with how they use each channel, print, video, and social media, as they understand each operates quite differently. One common strategy I noticed throughout my analysis was the promotion of the company’s brand altogether, whether than focusing strictly on their products. They want people to be attracted to their company and way of life, instead of simply their product.
Depending on the medium Red Bull uses to promote its energy drink brand, they use different aspects commonly known to each channel. Their print advertisement relies heavily on use of cartoon characters showcasing realistic tasks and experiences with the help of Red Bull’s, “wings.” Red Bull’s video advertisements generally include professional athletes, break dancers, cliff divers, etc., performing talented skills. Lastly, Red Bull’s social media advertisement is constant, and usually uses feature stories, news articles, and photo or video content to promote their brand across various social media platforms.
Among observation of Red Bull’s print advertisement, consistency is provided within their use of the slogan, “Red Bull gives you wings,” as well as their color choices, typically red, blue, whites and greys. They try to provide realistic approaches to how Red Bull can make lives easier. The company does this through use of cartoons performing normal tasks like working, shopping before Christmas, driving long distances, juggling student life, going on an expedition, and more. The company’s print advertisement method uses cartoons with wings to showcase how their energy drink can help people in many different experiences. Connecting Red Bull’s energy drink to their audiences’ lives through print channels is an effective way to promote and persuade consumers to not only like their product, but like what their brand does for personal lifestyles.
Red Bull’s approach to video advertisement takes a much different angle. While also maintaining the consistent aspects of their slogan, logo, color palette, and approach. Red Bull received 10.6 million views on their 2018 YouTube video, “Wingsuit Flying Formation in "The Crack" | Miles Above 3.0,” where a group of people in Red Bull wingsuits safely base jump off extraordinary locations. The visualization of people doing these amazing expert performances while wearing and promoting Red Bull is powerful. They use these same tactics with NASCAR drivers, break dancers, gamers, bikers, and more to better relate to many target markets. These video advertising tactics align with common aspects of advertisement throughout Red Bull promotions, with the use of entertaining talented skills to showcase these brand assets.
Social Media is impactful for any brand when creating and maintain an interactive and loyal audience and/or target markets. Red Bull uses their creative dynamics of showcasing realistic experiences of people getting through something with their “wings,” or presenting astonishing experiences from people as they wear Red Bull branded gear like helmets and suits for different sports and athletic talents. They promote more than their drinks, like they do on other channels, by instead focusing on the things people can take from their brand. That being, the energy needed to do something like sports, adventure, and lifestyle. They post entertaining content that relates to their brand’s mission, while gathering information about the audience through smaller scaled social media advertising. For example, their recent tweet that asks their followers and audience where they were when they tried their first sip of a Red Bull energy drink.
Through each channel, Red Bull remains consistent in various aspects of their company’s overall image. However, the execution of advertisements in each channel contains components that vary from each other to attract the audiences of that specific medium. Whether it’s a cartoon character floating out of the store approaching the holiday, a flying formation of base jumpers wearing Red Bull gear, or asking a simple question on twitter, Red Bull remains effective across various channels.
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Chamberlain Coffee: Brewing a Multi-Generational Appeal
Founded in 2020 by YouTube sensation Emma Chamberlain, Chamberlain Coffee gained fame quickly over the last few years. Emma's substantial online following, with 12 million YouTube subscribers and 15 million Instagram followers, was the driving force behind the brand's rapid ascent. However, the success of the brand has everything to do with its approach, in both marketing and advertising tactics.
Chamberlain Coffee embraced accessibility and attention to detail when transitioning from being exclusively e-commerce to retail, with Chief Marketing Officer Liz Ahern leading the way. To attract a broader audience, the brand leaned into the "better-for-you" qualities of its latte products. Featuring almond and coconut milk, with just one gram of sugar, and as hoped, these products appealed to health-conscious consumers.
To align with Gen Z's preferences, the brand introduced ready-to-drink lattes, concentrating on the appeal of convenience. Sustainability was also a huge priority for the brand, with commercially compostable coffee pods meeting the eco-conscious expectations of many consumers. Not to mention, the bold flavors and vibrant colors catered to Gen Z's penchant for experimentation.
Chamberlain Coffee's inventive approach of assigning mascots to their coffee blends is a marketing tactic I personally loved analyzing. Take, for instance, the "Careless Cat" blend—what was a medium roast with a smooth and warm flavor profile is now even more intriguing because of its feline ambassador. This playful integration of whimsical characters like the "Careless Cat" or the “Social Dog” resonates with Gen Z, as well as younger audiences as they venture into the world of coffee. It's not just about the roast; it's about the delightful story and personality each mascot brings, making the coffee experience more engaging and enjoyable.
Despite its Gen Z roots, Chamberlain Coffee's values of premium quality, accessibility, and avoidance of coffee elitism have found resonance with consumers of all generations. Chamberlain has also incorporated an interesting campaign for artists series subscribers, where she features a new original art piece from a different artist monthly on her coffee packaging. Which I assume would appeal to older demographics, more so than cartoon animals, and would appeal to artists and creatives as well. Additionally, Emma Chamberlain fans know her dad is an artist, and I would assume she curated this campaign in support of his field in those in it, which is a nice tie back to her roots.
I have high hopes for long-lasting brand success for Chamberlain Coffee. The brands unique blend of authenticity, originality, and relatability could brew Chamberlain Coffee a thriving future. With an eye on evolving tastes and a commitment to eco-friendly practices, they're sure to keep sipping success in the coffee industry. Check out Chamberlain Coffee today at https://chamberlaincoffee.com!
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Situation Analysis for Dr. Martens
Riley DeBardelaben
This situation analysis aims to outline Dr. Martens' strategic approaches across its organization, including markets, products, services, customers, competition, and more. Crafting a marketing plan for Dr. Martens is crucial for its growth and relevance within its target demographics.
Dr. Martens consistently emphasizes sustainability and durability in their footwear. Simultaneously, the brand accentuates shoe comfort and contemporary style. The brand maintains its relevance by consistently highlighting the unique quality of its shoes, as proclaimed back in 2016.
Dr. Martens shoes foster loyalty within its community due to their enduring nature. The brand's long-lasting products resonate deeply with its audience, fostering strong customer loyalty.
To conduct a comprehensive situational analysis, we need to explore the product situation, competitive landscape, distribution channels, environmental factors, and perform an opportunity and issue analysis.
Primarily, Dr. Martens should focus on marketing and distributing a selected group of products. The brand's "DM Icons," representing classic shoe designs, serve as an ideal focal point. This product line, consistent across various generations, should be significantly promoted. It connects with Dr. Martens' broad target audience, spanning from 15-year-olds to 50-year-olds. Additionally, launching a campaign that engages kids with the Dr. Martens Icons collection could expand the brand's reach to encompass parents and children, evoking a nostalgic feel through vintage-themed visuals on social media.
Dr. Martens' main competitors encompass Vans, Converse, Crocs, Gap, and Timberland. While DM holds a noteworthy position in the lifestyle and fashion apparel category in the United States, improvements in website graphics are essential to enhance user engagement. Incorporating vibrant and colorful imagery into the predominantly black-themed Icon collection and contemplating a collaboration for Halloween could provide a refreshing twist to the brand's image.
A proposed initiative involves launching a vibrant, iconic, and colorful Halloween collection for kids, bridging the diverse facets of the brand and appealing to a broader demographic. The campaign could feature a diverse array of individuals across different age groups, emphasizing inclusivity and connectivity with the LGBTQ+ community.
Dr. Martens' strengths encompass a dedicated community, active involvement in societal movements, and product durability. Opportunities for collaborations and expansion are abundant. The brand aspires to create an inclusive and welcoming environment, embracing diversity in all its forms.
Potential threats include opposition to the brand's broad acceptance of diverse audiences. However, Dr. Martens prioritizes resonance with consumers who align with its brand messaging.
Our current weaknesses revolve around website and social media presence, which can be bolstered through innovative designs and creative input.
In conclusion, Dr. Martens stands in a favorable marketing position. Leveraging integrated marketing communication (IMC) strategies to engage influential content creators and reach new audiences aligns with our future objectives. Implementing these strategies outlined in this marketing plan will fortify Dr. Martens in diverse marketing communications scenarios, ensuring continued success in the future.