1. Please create our introductory campaign blog post for the “Adventure Enthusiasts” audience. We want to specifically focus on the Tofino 25L Drybag Backpack and encourage customers to interact with us. Our goal is to engage our readers and have them explore our site further. Our secondary goal would be for them to engage with us via our social media platforms. You will be marked on the content and your answers to the questions below. (15 marks)
a. Please provide your content and explain your planning thought process.
This post has 3 main elements within.
- Introduction to the DryCulture brand
- Features/Sales pitch for the 25L bag
- Announcement for user generated contest
The order of this content was done specifically, the first section gets the user excited and informed of why they should want the bag. Next section is a brief intro to who DryCulture is as it is likely they have not heard of the brand before. Lastly is the announcement and explanation of the contest of how to win the backpack which leads to the main CTA of exploring the site socials.
I also chose to incorporate some information into an infographic for easier reading and visual appeal.
b. How it meets our objectives.
Increase sales:
Increasing sales of the 25L TOFINO DRYBAG is the main objective of this campaign and to accomplish this goal this post was designed to create brand awareness and show the benefits of the bag itself.
The contest segment is designed to attract initial attention to the post to assist with the objective.
The post quickly and clearly demonstrates why outdoor enthusiasts would benefit from the bag, this is meant to immediately inform as well as hook the reader.
c. Your calls to action and justifications.
This post features two CTA’s.
- Want to know more? [link site]
- Visit our site for more details! [link site]
Both the CTA’s serve the same function of driving traffic to the Dryculture website, which is the overall goal of the post.
The secondary CTA is asking the reader to join the soundscape contest in which they record and post their own distinctly Canadian wilderness soundscapes. This contest is created to promote user generated content which is also a great way to spread brand awareness.
d. Please provide in-depth justifications as they relate to elements discussed in class.
Headline:
Firstly, this headline was created to be 65 characters long, this allows it to fully fit into the title of a Google search result.
The headline also makes use of power words such as “Challenge”. As learned in class power words can increase conversions and spark emotions within the read. However, it is important to choose power words that connect with your target audience. For the adventurous and physically active the word “Challenge” is likely to connect with them as they are often challenging themselves and others in their physical lifestyle.
Visuals:
This post features two main non copy visual components:
- Infographic
- Soundscape
Info-Graphic:
The main goal of this entire campaign is increasing sales of the backpack and a lot of that will rest on informing users of the features and benefits the backpack will bring them.
Since most users often skim digital content, it was important to communicate the key selling points as efficiently and engagingly as possible which is why I chose to create an infographic. As learned in class the brain can transmit visuals vastly faster than text (60,000 times faster) as well as having a higher chance of sticking in the readers long term memory. This infographic points each feature and benefit to the specific part of the backpack, the user is shown off the bag and informed at once.
This is also the most important information of the entire post as all other elements require the reader to have some level of interest in the product. For this reason, it is situated at the beginning of the article as it is statistically the most read section learned in class.
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