Going Viral Project
During this university project me and my team were to create a viral campaign for fictious online supermarket BRUTTO. We were assigned a discounted product (Salami) from the supermarket which we had to focus our campaign on. We were to use an existing logo and slogan and create a video or animation of max. 60 seconds, interactive sales catalogue of min. 4 pages, as well as responsive landing page containing interactive elements from scratch with HTML, CSS and JavaScript.
MY ROLE AND YEAR
Survey, Persona, Customer Journey Map, Wireframes and Prototype.
Team of 4 students.
Summer, 2020
CHALLANGES
How do we create an online campaign for BRUTTO using a
discounted product from the store – salami?
How can we create an effective video advertisement for BRUTTO?
What are the most essential elements that should be included
in an online catalog?
TIMEPLAN
Initially, we created a timeplan in order to keep get things done in time and to see how much time we have for each task. We were given 6 weeks to complete the project
SURVEY
We created survey to find out more about our target audience. We found out that Instagram and Facebook are the most popular social media platforms used, thus we decided to create a campaign to promote Brutto taking in consideration that it will be used on Facebook.
We also discovered that our target audience is most likely to share enterntaining videos/images, photos of themselves or family, and food and health related articles. Drawing from the information we decided to create an entertaining video campaign.
PERSONA
Drawing from the information gained from survey and research, I created a customer persona to have a clear vision of our potential customer throughout the project.
CUSTOMER JOURNEY MAP
Customer journey map was created to understand what motivates our customers – what their needs are, their hesitations, and concerns.
We examined how BRUTTO will engage a potential customer, and then how the customer moves through the touchpoints of the entire sales process.
It can be seen that customer ends up satisfied and the trust to BRUTTO has been created.
ONLINE CATALOGUE
We incorporated a salami advertisement in our online catalogue in order to promote Brutto using the given product – salami. In addition, we added a recipe where salami is used to encourage customers to buy salami. The pizza recipe is also based on the song in the video.
ANIMATION FOR CAMPAIGN
We created a promotional video for Brutto implementing elements that attract new customers and a catchy song that sticks with the viewers. When the viewers needs to do shopping their unconscious mind reminds about Brutto.
WEB DESIGN
For website prototype I used the given colours of the company to make the webpage easy to recognise and to have a consistent brand identity. I tried to make the website easy to understand and navigate. Call to action buttons are categorised in 3 different colours where the red CTA buttons are assigned to sale offers, green buttons are informational and blue buttons guides the customers to their basket and the checkout.
Landing page
“Sale” , “E-catalogue” and “Delivery Times” buttons were added on the top of the page to make it easy for customer to find the most important information. In addition, an advertisement of the Salami campaign was added on the front page to encourage people to shop in Brutto, with call to action button that leads to the page with the video.
Product page
Product page is simple and at the same time contains all the needed information for the customer – price, picture and evaluation of the product, product ingredients, nutritional information and where the product was made.
Breadcrumbs informs the customers about where in the website they are and “Back ” button lets easily navigate back to previous page.
It easy to view the products in the cart and their total value. Also the page invite the customer to shop for more products by displaying items that were bought by other customers who bought the product on the page.
Cart
In this cart it is easy to view every item. The page displays picture of the product and gives information about price, savings and total price. “Checkout” button stands out and invites to pay for the goods.
Delivery Times
Delivery Time page is can be accessed either at the checkout when the customer has to select the day he/she wants the goods delivered or by clicking on the “DELIVERY Times” button which is located on the top of every page.
Campaign
This page appears after the #SALAMIEVERYDAY advertiesment is clicked and it contains the video advertisement.
Thank You page
Page displays after an order is complete.
Simple but pleasant way to thank customers, let them know that their goods are on the way and invite them to shop again
Learnings
During this project I have learnt how to create a catchy video campaign that sticks with customers and makes them sing along.
I also have gained a lot of knowledge of how an online shop should look and feel like, and what are the things that makes the browsing and navigation easier.
In addition, I have learned what elements a user friendly online shop should include.
I learned to work with customer journey maps and what a successful e-catalog should look like.
Results
This project was created for IBA as part of Multimedia Design and Communication studies and was graded with 10 (B) as very well performed project.
