Roar Organic - Digital Marketing Campaign

"Restore with Roar" the tagline for the mock ad campaign that focuses on mixing vibrant colours with tangible health benefits.

Project Outline

OVERVIEW

"Restore with ROAR" is the title of our multi-media marketing campaign for ROAR Organic, featuring three videos, a photo shoot, and a mock poster. Aimed at boosting brand awareness and building a cohesive identity across platforms, the campaign emphasizes creative storytelling and strong visual elements to reinforce ROAR’s brand values. After communicating directly with a ROAR employee to understand their current branding and marketing goals, we developed a fresh advertising approach that highlights the brand’s positive image and the efficacy of its products. For a class project, a group member and I were tasked with finding a small brand who's marketing could use either a) a rework or b) a new campaign using existing elements

CLIENT

In Class Project

TIMELINE

1 Month

ROLE

Creative Director, Video Editor and Designer

PROJECT TYPE

Academic

CHALLENGE
It is said that 50% of customers are more likely to buy from brands they recognize, and that brands need around 6-7 impressions on an individual before they can establish brand awareness. With this in mind, me and my group partner had to figure out how we could develop a digital marketing campaign that would promote ROAR organic while staying consistent with their current brand identity. 

Research

BRAND INSIGHT

ROAR Organic is a company that specializes in low calorie, hydration drinks with an emphasis on being a fun and effortless way to live healthy without sacrificing your enjoyment. ROAR's product line consists of both regular bottles or powder sticks that come in an assortment of fruit centered flavors, such as the mango clementine or the strawberry lemonade. After reaching out to an employee within the company, we were able to gain more information using a list of approved questions. Here are some of the largest insights we were able to pull from our brief communication:

• Prioritize the health benefits of the product when promoting -- electrolytes and assortment of vitamins create a great mix of hydration and antioxidants with each serving
• Target market: Women 25-34 primarily, then men 25-34, and women 35-44
• Marketing Goals: Be recognizable and make sure that people understand the health benefits of the product
• Slogan: DRINK OUT LOUD

GOALS FOR OUR CAMPAIGN
OVERALL GOAL: Prioritize brand awareness to help expand the reach of ROAR. 

• Create new, catchy slogan to unify our campaign and mix up current marketing strategies
• Maintain colorful and fun brand image
• Ensure consumers are informed about benefits of product
• Create connection between customer and brand
• Show real world application of product and establish familiarity with product function  

Planning Phase

Now that we had created an overraching goal for our new campaign, it was time to devise a few strategies for how we were going to achieve it. Working alongside my group partner, we decided to split the campaign in half between the two of us in order to save time. For my set of content, I decided on creating 3 videos. Each video was focused on achieving a segment of the outlined goals, while still allowing a bit of room for overlap. We also established a timeline for when these projects should be completed in order to promote accountability and deadlines for the campaign.
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1. Motion Graphic Ad (30 seconds)
         • Inform customers on benefits of the product
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2. Speculative Ad (1 minute)
          • Show real world application of product and establish familiarity with product function
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3. Product Shoot Ad (30 Seconds)
          • Prioritize enticing, fast paced visuals to promote fun and positive brand image

CREATING AN EFFECTIVE TAGLINE

Before we were able to commence on the laid out projects, we still needed to create the catchy slogan that could help to unify our campaign. We tried a couple of different ideas, but at the end we were able to decide on "RESTORE WITH ROAR". This tagline was effective for a couple of reasons.
1. Indicated the brand's health focus and purpose (restore could be equated to restoring hydration or vitamins to your body after physical activity)
2. Innovated on existing branding while not straying too far away from their desired brand image
3. Helped guide our creative process by acting as a litmus test to decisions. If an element of a video did not seek to achieve the idea of "RESTORE WITH ROAR", it needed to be tweaked or scrapped altogether.

STYLE GUIDE

With our strategy in place and a plan for what to create, it was time to start thinking about how to achieve our goals, starting with the visual components. Since we were doing a campaign and not a complete redesign, these decisions did not take much time. Here is what we constructed as a visual palette for all of our videos.

STORYBOARDS

Here are some of the initial storyboards that were used to help plan out how our shoots were going to occur, helping to plan out each shot carefully in order to not miss anything crucial.

Execution

EDITING PROCESS

After collecting and uploading all the necessary footage, the most important segment of the process began; the editing. While I had done video editing before, I had never had to manage 3 projects at one time, all with drastically different needs for time, attention and direction. To organize my time effectively, I ensured that each video had a rough cut or a minimum viable product (MVP) ready before diving into the finer details. This not only helped me organize my time better, but it also improved my editing process since I could receive and implement feedback quickly.

OVERCOMING ISSUES

After Effects is a great software and it is incredibly powerful when it comes ot creating effective motion graphics. However, this power comes with a cost, and my laptops specs were caught in the crossfire. When I was about halfway through my motion graphic, my laptop suddenly shut down due to the overheating caused by the CPU being pushed to the maximum. To resolve this issue, I did three key things: 1. I kept calm and tried to figure out what I could do to avoid this next time. 2. I quickly unplugged my laptop and put it in a cool environment to help it dissipate the heat to prevent further damage. 3. Instead of dwelling on this issue, I pivoted to other work I had due in order to maintain productivity. The overheating remained an issue throughout the editing process, but by keeping attention on the issue, I was able to complete the final draft later that day.

Results

FINAL DELIVERABLES

After we had added the finishing touches to our finalized videos, we consolidated all of our work onto a dedicated web page. We used this to present our campaign in front of the class, showcasing our final work along with our decision making process. This resulted in a final mark of 94%, which was a nice way to end off the course on a good note.

Reflection

1. EDITING TAKES TIME
Never underestimate how long it will take you and always plan for going over the schedule.

2. IMPORTANCE OF TEAM DYNAMIC
Working with a team can make or break a project: Ensuring all members are on the same page is key for success.

3. LISTEN TO FEEDBACK
Getting feedback is necessary and crucial during any phase of the process. It can help you confirm your ideas or create new paths for the project to end up on.