Master Minds! Spec Campaign
Branding • MasterClass (Speculative)
A branded content strategy and campaign for MasterClass based on implementing a Brand Ambassador program to engage a younger audience in the online space. From conducting consumer and competitor research and defining the dynamic value change to producing the campaign itself.
The Brief
For my course in Branded Content, we had to conceptualise, design and implement a Brand Ambassador program for the brand of our choice. The task was to (1) analyse the brand persona and current brand strategy of our client, (2) analyse the current content strategy of the competitive set, and (3) analyse the customer profile.
Based on our analysis, we had to (4) determine the best way to improve the current content strategy through a tailored brand ambassador program that matched their brand persona, customer profile and current needs. Once the strategy was complete, we would (5) produce content according to it for 7 days in a row, 21 pieces in total.
Skills and Contribution
Research and Analysis
Based on the brief, I conducted customer and competitor research on content production and preferences.
Conceptualisation and Strategy
I derived the actionable insights to define the problem and frame the solution, and created a tailored content strategy.
Creative Direction
I curated the type of content that would fit with the brand persona and audience needs to be produced.
Copywriting and Video Editing
I produced and edited 21 pieces of Instagram content according to the brief and strategy.
