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Presentation

https://docs.google.com/presentation/d/14q1EH7Wko6XbQN9GM-pN9r2fMi9yvHzdhxkBDX5NCVU/edit

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Final report

https://docs.google.com/document/d/108_RK4P5nNZ9IzQM3x3mEk4ICrf5_Osr0qHcpjo02J8/edit

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Research

For some further research, I decided to have a look at Tiktok as it is something that is a big interest to 14-19 year old girls at the minute.

https://vm.tiktok.com/wvyjfd/

https://vm.tiktok.com/wv4Dyr/

https://vm.tiktok.com/wvpAMj/

I looked at all the different types of Tiktoks like people posting their lockdown experiences, pet tiktoks and Tiktok challenges.

An idea I have had is to link NikePlus to Tiktok and for there to be some sort of Tiktok challenge related to NikePlus and the top 10 tiktoks win and year free membership. This challenge could be a remake of a memorable Tiktok or a new Tiktok challenge.

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As I have no resources to create my ideas digitally, I am just going to have to expand on my sketches and explain what I would’ve done if I’d had access to a computer.

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Sketches of Instagram post ideas

With this design I decided to move away from the idea that everyone should be a size 6/8 and anything bigger is too big and anything smaller is too small. Society needs to move away from these norms and this is a social cause I care about as I believe it’s wrong to make young girls feel they should be a certain weight or size. So I designed an Instagram post that would represent no matter what size you are you can be a part of this and that Nike will be fhere for you.

My next design was a more simple one but the aim was for it to be something short and simple that would catch people’s attention whilst scrolling through Instagram. When I was a teenager, I definitely worried about missing out. I would want to be out if all of my friends were out and I know that my friends also suffered with FOMO (fear of missing out). In this post I also included a link to the Nike plus website that would take you directly to the Nike plus membership area. Instagram likes also seems to be a big thing to teenage girls so I added the likes to the bottom of this post.

For my final post, I wanted to use one of the influencers I’d researched as I know that these have an impact on teenage girls and this would be one of the most successful ways to get teenage girls to get a Nike plus membership.

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Research

After thinking about the main interests of a 14-19 year old girl, I decided to go onto Instagram and look at Kylie Jenner, Molly Mae Hague (Love Island) and Amber Davies (Love Island).

To keep the context, I found 2 images of Kylie Jenner wearing Nike trainers.

All of these images show the models wearing expensive clothes, with slim bodies and on holidays. Teenager girls would look at this and aspire to have the things they have so to have people like this on a social media campaign to make NikePlus membership the #1 community for 14-19 year old girls.

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NikePlus - Research

I decided to look into Instagram first as I think it is one of the main social media platforms used by 14-19 year old girls.

I looked at Nike’s Instagram page to begin with.

What I mostly found was that Nike’s main target is sport players and talking from my own experience, between the ages of 14-19 sports like athletics and football weren’t a part of my interests.

To get teenage girls to engage with something it will have to involve something that interests them so my next step is going to be looking into to main interests of 14-19 year old girls.

Social media - Instagram, Snapchat, Tiktok.

Social circles - friendship groups.

Body image - influenced by Instagram

Influencers e.g Kylie Jenner, Ex love island contestants.

Appearance.

Missing out - FOMO

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Coronavirus

Due to coronavirus uni has been closed until further notice which means we have no access to the facilities and resources in the university buildings e.g computers.

This is going to make a change in my project because I would have needed to use blender and adobe software to create my animations and I don’t have access to a computer at home so I think the best thing to do would be to change the brief I am going to do.

This has disappointed me because I was very excited about the brief I had originally chosen and it was the only one that I took any interest in. However, I have decided that the most practical brief to do would be a social media marketing brief.

I have decided to go with the Nike Plus brief as it is aimed at 14-19 year old girls and I was once one of them myself so I can hopefully put my own insight into it.

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Story boarding

I started with “No woman, no cry” as it is one of my favourite songs of all time and I already had some ideas of what I could include in an animation.

I did some research into what a Jamaican slum in the 50s looked like and the “Trench town” Bob Marley sings about and I found these :

The section of the song I decided to do is :

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Initial ideas

After doing some research into songs about certain causes, I narrowed my ideas down to 2.

Bob Marley - No woman, no cry.

https://youtu.be/aEtfgfv5iN4

Bob Marley - Redemption Song

https://youtu.be/kOFu6b3w6c0

I decided my next step would be to create a story board for a section of each song.

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Research

I started to look into what song I could use for the animation.

Billie Holiday - you let me down

The song puts across the inherently patriarchal nature of being on a pedestal: apparently glorified but rendered passive in the process of being promised the world by another and therefore essentially disempowered (something Davis describes as the “futility of masculinist notions of romantic love”).

Tracey Chapman - Talking bout a revolution.

The message is hopeful. Poor people are going to “rise up and take what’s theirs.”

Bob Marley - Redemption song

the message is the possibility of redemption, no matter how slim.

Bob Marley - No woman, no cry.

The original line of the song is "No, Woman, Nuh cry." Nuh is Jamacian for "don't," so what is meant by the lyric is No, Woman, Don't cry... He's leaving and reassuring her that the slum they live in won't get her down, that everything will be alright and "don't shed no tear."

"No Woman,No Cry" is a reference to Englands prior control of Jamaica. "Woman" is a reference to the Queen of England. They used to protest in Trench Town all night long against England. A purely political song.

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Chosing our briefs

After 6 weeks of looking into the different types of briefs we can do, such as social media campaign, animation or coding we were given 6 briefs to choose from, 2 from each area.

I decided I wanted to do one of the animation briefs because animation is something I’ve never really studied before and it was something I wanted to try and push myself with .

The brief I have chosen :

Choose a song that represents a strong cause such as war/ politics/ equality and create visuals to go with a section of the song.

I chose this brief in particular because I have a huge interest in music and I think it would be so interesting to create visuals to a song of my choice.

My nexts steps are to look into the meanings of a few songs and come up with some ideas for visuals.

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Week 6 - coding

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Week 5 - coding

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Week 4 - wellbeing week

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Week 3

This week I was ill so I didn’t make the session on animation. Luckily, Sami has let me read through her blog for this week but I think it is white complicated so I will need to have a session with Alex to go through it.

https://designspecialismsami.tumblr.com/post/190807239170/week-3

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Week 2

4Ps of marketing

1. Product - what it is/ the understanding.

2. Price - value for money/ if something is more expensive there is the idea of it being lavish and luxury which could make people want something more.

3. Promotion - forefront of understanding the product and the price is determined by where you are going to promote it.

4. Place - in a store (yours or someone else’s)/online

New 4Ps of marketing

1. Process - planning you campaign/ measuring success/scaling/justify budget and return of investment.

2. People - personalisation/workers in brand/ relationships/ influnencers.

3. Platforms - data/ relationships/ engagement/ message.

4. Performance - key performance indicators (KPI)/ customer service/ engagement/ conversion.

Types of marketing :

Content marketing - content you create being put out in all these different platforms (your videos/posters/campaigns etc). Aims on being valuable, relevant and consistent. 

Search engine optimization (SEO) - more relevant it is to the search, the higher it will go up in the google list. Google have started reading the content in the actual website to see what is best suited to come up in each search and what is relevant to what people are searching, which will then determine how high up the search bar it will be. Some websites can pay to be on the search page where they will then come up at the top of the search but it will have to say that it is an ad. 

Social media marketing - using social media platforms too attract an audience to the website, builds up exposure and build meaningful relationships with your customers. It is free to post on social media so you can post as much as you want in order to advertise yourself, but once you start posting too much it can start to filter what your audience will see (facebook). 

Pay-per-click advertising - marketers pay a fee every time people click on their ad, process of buying visits to your sites opposed to get them organically. 

Affiliate marketing - person partners up with another business in order to receive commission for the traffic generated. 

Email marketing - emails sent out with promotions and offers once you’ve shopped at a particular place or signed up to their website before. 

Instant messaging marketing - messaging on Facebook, WhatsApp, WeChat to engage with the audience