Cloud Paper Campaign, Week Three

5 hours working with my team in class (5/21)

1 hours researching and determining content strategy for the landing page (5/24)

2 hours putting together a hi-fi wireframe in XD (5/27)

The concept selected for my team to execute for the Cloud Paper campaign actually combined our two most promising ideas. We’re combining the “Feel Good about Feeling Good” campaign that takes a self-care standpoint and encourages sustainably-focused individuals to make one more small change in their habits (by adding Cloud Paper into their daily routines), with the “Rethink your Roll” campaign that centers around a contest in which participants will design and create their own toilet paper or paper towel holder using found or recycled items, and submit their designs via social media for an opportunity to win a years supply of Cloud Paper.

Last week we divided up tasks, and luckily I have a group of 5, so we were each able to take something on to work on for the next couple week. I am designing and building the landing page concept in XD.

Campaign Project: Week 2

5 hour in class (5/14)

1 hr collaborating with group mates on slides (5/19)

1 hr writing agency summary and writing notes for my part of the presentation/pitch tomorrow in class (5/20)

This week my teammates are I were luckily able to solidify our three campaign concepts during the work-in-class time given last Friday. During class we build out most of the final slide deck for this presentation this week, and were able to collaborate on coming up with ideas for what each campaign might contain in terms of deliverables content.

Our first campaign idea is called “Feel Good about Feeling Good” and is centered around the idea that most of us sustainable-focused folks have already altered our daily habits in small ways that collectively have a big positive impact on the environment, and also make us feel physically and mentally good (for example, yoga, eating local and organic, composting, etc.). We aim to frame Cloud Paper as one more easily-adapted new habit that has a big positive impact on the environment in a number of ways, and also feels good when you use it.

Our second idea is called “A Better World, One Tear at a Time,” which is a call-to-action, educational campaign about how Cloud Paper positively impacts the environment and in turn, helps to create a better world and healthier ecosystems. Some of our potential elements involved would be an educational app where the goal is to “spot” species of flora and fauna that are being saved through Cloud Paper’s re-forestation efforts.

Our last idea is a social-media centered contest we’re calling “Rethink Your Roll,” in which, we build brand awareness and a social media following and presence for Cloud Paper through challenging our consumers to think “outside the roll” by designing and creating a toilet paper or paper towel holder using recycled or crafted items they have around their home. They enter their design by posting on Instagram with the hashtag #RethinkTreeFree, and the winner is featured on Cloud Paper’s socials and earns a year long subscription. Through this idea, we’re aiming to tie the innovation of creating a sustainable toilet paper or paper towel holder design with the innovation of bamboo toilet paper and Cloud Paper as a brand. At the same time, we’re generating brand awareness through the use of a hashtag and social media presence for the brand, and see a lot of potential for the contest model to be scalable. (for example, there could be a new contest every month or two with a slightly different prompt but all centered around sustainability and innovation!)

We’ll see which one gets selected tomorrow!

Cloud Paper Campaign, Week One

Last Friday we were assigned the task of coming up with three potential Cloud Paper campaigns to boost brand awareness and increase existing customer-base. After our initial brainstorm last week, we had a lot of solid starts to ideas that needed to be flushed out further, so we split off this week to do individual research, compare our ideas to existing and past marketing campaigns, and brainstorm further so that when we come together again as a group this week, we can refine and nail down our three concepts and move into creating our storyboards and moodboards for the concepts we chose.

I started my research this week by examining Cloud Paper’s last campaign, Flush, and collecting statistics about their company in relationship to their sustainability promises. I then fell down a rabbit hole researching into the main types of marketing campaigns and examples, which really helped to flush out my understanding of our task, as I’ve never created a campaign before.

The other big part of my research this week was expanding on one of our focal ideas from last week, what we’re calling our “Save the Species” campaign. I looked into potential avenues for gamifying the idea and making it more about education and discovery. Part of this was researching into some of the most affected species of deforestation that the app could focus around. Especially in North American forests, those species include the California Condor, Grizzly Bear, Red Fox, Ocelet, and Key Deer.

Aside from research, I put together a template in google slides of what we will need to present NEXT week, so as we work tomorrow, we have a guide that just needs to be filled in as we nail down our campaign ideas, and to help us flush things out further.

My total time put into research and preparation for this week’s group meeting was around 5 hours, over the course of three separate days.