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DISCOVERY BRIEF
The Discovery Brief Infographic assignment provided a foundation for understanding how to create an effective content strategy by uncovering and communicating essential insights about a brand. In this project, I conducted in-depth research on Godiva’s brand, products, and digital presence across various platforms. Using resources like the company’s website, social media channels, and product information, I gathered data on the brand’s business goals, target market demographics, and content preferences. I synthesized this information into a clear and visually compelling infographic using Canva, ensuring the content aligned with Godiva’s brand identity and visually communicated the key insights.
This assignment taught me how to distill complex business and marketing information into concise and visually appealing content. By utilizing visual storytelling techniques, I learned how to emphasize critical insights and structure information for clarity. The process helped me refine my ability to create content that communicates essential strategic decisions in an engaging format. In addition to enhancing my research skills, this project strengthened my proficiency in graphic design and visual communication, key components of creating impactful marketing materials. It also underscored the importance of aligning visuals with a brand’s identity to ensure coherence and consistency across all communication platforms.
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CREATIVE BRIEF
The Creative Brief assignment involved developing a comprehensive strategy for Godiva, using research gathered from previous assignments to inform the content direction. The objective was to create a clear and compelling concept that would guide the execution of a content strategy, ensuring all elements of the campaign aligned with the brand’s goals and resonated with its target audience. I integrated key insights from brand analysis, competitive benchmarking, and audience research to craft a creative brief that addressed the brand's unique selling points and outlined the content's messaging, tone, and visual style.
Through this project, I gained valuable experience in structuring and presenting creative concepts in a professional format. I learned to communicate clearly with stakeholders, such as executive management and creative teams, to ensure everyone was aligned on the campaign’s vision.
Additionally, I explored how to incorporate interactive elements and persuasive calls to action that drive engagement. This experience enhanced my ability to balance creativity with strategic thinking, ensuring that content not only looks compelling but also serves its marketing objectives. I developed a deeper understanding of how to connect with different audience segments, especially through the use of social media to amplify campaign messages.
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ONE-WEEK INSTAGRAM CAMPAIGN SCHEDULE
In the One-Week Instagram Campaign assignment, I designed a campaign called "Godiva's Daily Delight," aimed at increasing brand engagement through a cohesive, targeted narrative. The campaign was meticulously planned based on Keutelian’s research (2024), which highlights the best times to post on Instagram to maximize engagement—specifically weekdays between 10 a.m. and 2 p.m., with peak activity on Fridays at 11 a.m.
I integrated these optimal posting times into the campaign schedule, ensuring maximum visibility and interaction with the target audience. This data-driven approach enabled me to strategically time posts to coincide with the highest levels of engagement, optimizing the campaign’s reach and impact.
For scheduling and content management, I utilized the HubSpot content calendar, which streamlined the process of planning and organizing posts. This tool enabled me to track deadlines, coordinate content release, and ensure consistency in messaging across all posts. The campaign's structure provided a hands-on experience in content scheduling, post management, and performance tracking, all crucial skills for running a successful social media marketing campaign. This project allowed me to understand the importance of strategic timing, content alignment, and platform-specific best practices in executing effective campaigns on social media.
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CONTENT DELIVERABLE
The Content Deliverable assignment tasked me with creating a multimedia piece that aligns with the Godiva brand's objectives. I chose to create an Instagram Reels unboxing video, showcasing the luxury of Godiva’s Gold Collection. This content type allowed me to engage an audience through dynamic, visual storytelling that emphasized the brand's premium product offering. The assignment required careful attention to detail, as I had to ensure the video was not only visually appealing but also conveyed the high-end, indulgent nature of Godiva chocolates. I strategically incorporated smooth transitions, high-quality visuals, and a fitting music track to enhance the overall experience and ensure alignment with Godiva’s brand image.
Throughout this project, I developed skills in video production, storytelling, and social media marketing. I learned how to create content that resonates with target audiences while maintaining brand consistency. The unboxing video required me to consider every aspect of multimedia content, from visual aesthetics to viewer engagement, ensuring the content captured the audience's attention and encouraged interaction. This assignment was particularly beneficial in understanding the significance of multimedia content in digital marketing, and it enhanced my ability to create content that is both engaging and aligned with business goals.
Unbox Godiva's Gold Collection! Discover our gold box favorites and indulge in luxurious chocolate moments.
References
HubSpot Marketing. (2021, October 4). How to create an effective social media Calendar (FREE TEMPLATE) [Video]. YouTube. https://www.youtube.com/watch?v=6Qj6MN4ig44
Keutelian, M. (2024, April 15). Best times to post on Instagram in 2024. Sprout Social. https://sproutsocial.com/insights/best-times-to-post-on-instagram
