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.