You are expected to browse the brand’s online channels and collect samples of content across each channel. The brand’s website will be the core channel, followed by its additional online channels (Facebook, YouTube, etc.) which are usually linked to the official website. You should aim to collect at least 10 pieces of content per online channel for your analysis. You need to also consider other traditional and digital marketing communication tools the selected brand might be using, such as TVC, offline sales promotion, etc. The collection must carry at
least 2 of the types below:
o TVC or a campaign key video, normally found on website or YouTube o Digital/Social activities or program/campaign
o Digital utilities such as games and mobile applications
o Can also include an offline promotion that also run and execute on digital platforms
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o Traditional branded content such as TV shows, news, documentary and even films.
The collection file can be images, links, articles, videos, memos, website pages, infographics, applications, etc.
You can choose a campaign if visible/applicable. If no campaigns are running at the time, non- campaign content selection will do.
Notethatifyouchoosetoexamineproductcontentandcampaigncontentrelated to a product, you must not forget to analyse how the product delivers the brand promise or support the brand promise.
You are then expected to evaluate the collected sample of content assets, and
attempt to categorize this into different content angles as instructed below. Evaluation criteria should base on the following:
o Brand Identity consistency across different channel: website and social media. Spot the difference or sameness and include explanations. Ask questions like:
Do the brand’s social channels align to the website and/or YouTube presence?
Does the brand have one uniform presence in social media – such as a well-organized global eco-system, across different countries?
Is there any synergy of the content of the same activity across channels? Take one activity out to examine.
Are the most current logos being used and used consistently? Or, is there clear adherence to brand guidelines around consistent avatar usage?
Assume you cover the logo of the brand on its visual materials in the same category, would you be able to recognize the brand? If yes why, if no why, provide your explanation.
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