Introduction
I for this creative concept have chosen to work for Netflix and the project name for this creative concept is “Memories Never Fade” which is a concept based around the traditional feeling of sitting around a TV with family and or friends watching a show and introducing a way to the audience to keep that memory alive in a new way and will work on the brief provided by Netflix which asks me to create different forms of content to appeal to the age 40-65 age demographic including a blog, three social media posts as well as the video to help appeal to this audience.
Background about Netflix and My Creative Concept
My creative concept for this project “Memories Never Fade” is based around being able to have nostalgic memories of families/friends sitting together to watch TV and being able to inspire people to be able to create brand new memories on Netflix as times have changed and some people may be more isolated and reclused than before due to a variety of different factors such as being forced to isolate during the pandemic. The focus of this concept across my social media posts, my blog and my video were to try to connect people through social media and video calling so they feel like they aren’t alone.
For Netflix’s competitors such as Disney Plus is very much mainly focused on content for families to watch together whilst for Netflix, they have a vast array of different content for more older based audiences above 18. My content will be created with the focus on Facebook as this showed was most popular with the 45–54-year-olds and 55-64 with 61% according to (Ofcom 2021) and for 30-49 being “77%” and “73%” for 50-64 according to (Pew Research Center,2021) along with Twitter and Instagram for my social media posts, YouTube for my video and for my blog connected to the concept but its own thing.
This relates back to the Google’s 3H theory on content creation as this creative concept is based around the hero aspect of the 3H’s as this content is designed to be awareness on a broad scale and my concept focuses on the isolation factors and encouraging people to connect via other media. As “Hero content is designed for browsers” (Hymes, 2017) and the objectives behind each stage of my creative concepts campaign is to be a call to action as it is aiming to encourage people 40-65 demographic to connect together through periods of isolation through Netflix and be able to come together through new ways to connect but capture the same nostalgic feeling they had watching TV together in person.
Design For My Creative Concept
Social Media Posts
For my social media posts I used the PESO framework created by Dietrich 2014 but updated by spin sucks in 2020 to tailor my posts.
Starting with my paid/sponsored post on Facebook I tailored it to the paid (PESO) framework and made sure I followed a recommended character count of “40” by (Lee 2021) this is further backed up by according to Jeff Bullas posts with less than 40 characters receive “86% higher fan engagement whilst posts on Facebook that use 80 characters or less “receive 66% higher engagement” (Bullas 2012). The engagement for this data was measured by likes and comment rates on Facebook posts. I chose to go with a very simple minimalistic design choice with my post and made sure that I was “activating the white space” surrounding my post (Workerbee,2015) allowing the focus of the post to be on the images displayed and attention not be immediately drawn to the interactions.
For my Twitter and Instagram posts these are both examples of shared media and have a recommended word count of “100 characters” (Lee, 2021) for a tweet and for Instagram is 1-50 characters as recommended by (Sproutsocial, 2021) and like the above paid Facebook post I tried to maintain a similar/consistent theme and tone throughout of inspiring people to be able to connect with Netflix and others during periods which they may be feeling isolated/alone.
The SEO for these posts I wanted to be focused on limiting the use of hashtags on Facebook as it maybe more intrusive on the portion of the audience mentioned above to ensure it wasn’t invasive of the key message in the post and added a few extra hashtags for Twitter and Instagram. The hashtags/keywords for each of these posts was intentionally similar and ties back to my creative concept being around family/friends coming together no matter physically or remotely.
Blog and Video
Whilst for the blog I decided to focus on making it look simplistic in its design leaving room for white space and negative space so that I could draw focus to key sections of the blog. A blog post is typically recommended to be “1600 words” but for this creative concept my blog post being a more “photo focused post” (Lee 2021) similarly it is recommended between “1500-2000 words” (Memon, 2021) mine was closer to 1000 words because of being more photo focused and chose to use “Arial and Arial bold” (“Sans Serif”) (Tailor Brands, 2021) to make it feel like a Netflix post as it is a “modern” and “straight forward” brand (Canva, 2021).
I additionally for the blog made sure that a lot of my SEO tied into other articles and sources of research in which I hyperlinked within the blog as well as ensuring that the core concept and relevant SEO keywords were included throughout my blog post and that the tone/theme of the blog was simple and a call to action in ways you can connect with others online in a way that is informative and helpful.
Lastly for my video I made it short being just over a minute and thirty seconds to ensure that my content was short to the point and made a call to action being to get people tweeting/commenting #MemoriesNeverFade to potentially win a year of Netflix for free as shorter content increases audience retention e.g. “90% for a 3-minute video compared to 20% for 19-minute video” (Lawrence, 2019).
The music used was emotive but not overly exaggerated/miserable to avoid people clicking off before the competition announcement at the end being an example of a competition/giveaway-based video with a little brief part narrated by me of different families communicating/watching in different ways.
Theory Of My Creative Concept and Content
For my sponsored Facebook post being an example of “paid media” in the PESO framework. (Dietrich, 2014 and Spinsucks, 2020) paid media in this post is a “payment to promote posts on social media” (Bailey, 2019) and is tied to “pay per click on google or websites” (Turgeon, 2020). This choice of framework for this post allows for awareness to be raised of Netflix looking to bring families and friends together through different ways than sitting together in person which ties into the AIDA model which is focused around “drawing the attention of consumers” (CFI, 2022). Also “raising awareness around a product/service” (Hanlon, 20220) as this post is made to draw in 40–65-year-old people on Facebook and will move them into hopefully the interest stage of the AIDA model.
Twitter and my Instagram these are examples of “shared media”. (Dietrich, 2014 and Spinsucks, 2020) Shared media in these posts is how Netflix will share my #MemoriesNeverFade creative concept “across third party platforms i.e. social media” (Jones, 2021) and is great for encouraging engagement/interaction with Netflix and my creative concept’s objective of connecting people in new ways. These posts are meant to be in both the awareness and interest stage of the AIDA model because these posts are hoping to draw people into the campaign as well as being able to draw their attention into being interested in engaging with it and can be used to draw the target demographic towards the desire stage of the AIDA model as at this stage they’ll have a keen curiosity and want to find out ways in which they can engage with each other at long distances.
Finally for both my blog and video as examples of “owned media” and the video being also “shared media” as it will be uploaded to YouTube. (Dietrich, 2014 and Spinsucks, 2020) as these are both content that is produced whilst working alongside Netflix on this creative concept. For both the blog and video these are more focused around the desire and action stages of the AIDA model as they are tied to helping the audience realise the “need” to want to connect with others in new ways to ways known to them and that Netflix is here to help guide them (CFI,2022) and to initiate them into the action point in which they are connecting online with friends through Netflix as a service. The video specifically is designed in a way which is to incentivise action through engagement on social media platforms and to connect with others in order to potentially win a years’ worth of Netflix for free for doing a comment with #MemoriesNeverFade with how they are creating new memories with family and friends on Netflix.
References
Anderson, M., 2020. Copywriting 101: 6 Traits of Excellent Copy Readers Will Remember. [online] Available at: https://blog.hubspot.com/marketing/good-copywriting-practices-list [Accessed 4 March 2022].
Bailey, R., 2019. Briefing: The PESO Model. [online] Available at: https://pracademy.co.uk/insights/briefing-peso/ [Accessed 18 March 2022].
Bullas, J., 2012. 10 Powerful Tips to Increase Fan Engagement on Facebook. [online] Available at: https://www.jeffbullas.com/10-powerful-tips-to-increase-fan-engagement-on-facebook/ [Accessed 4 March 2022].
Canva, 2021. The definition of font psychology and how to use it. [online] Available at: https://www.canva.com/learn/font-psychology/ [Accessed 10 March 2022].
CFI, 2021. AIDA Model - Understand the Steps in the AIDA Model Hierarchy. [online] Available at: https://corporatefinanceinstitute.com/resources/knowledge/other/aida-model-marketing/
[Accessed 24 March 2022].
Digital Synopsis, 2021. What Different Types Of Fonts Mean And How To Use Them. [online] Available at: https://digitalsynopsis.com/design/font-psychology-emotions/ [Accessed 2 March 2022].
Dzamic, L. and Kirby, J. (2018b) The Definitive Guide to Strategic Content Marketing. Available at: https://bibliu.com/users/saml/samlHertfordshire?RelayState=eyJjdXN0b21fbGF1bmNoX3VybCI6IiMvdmlldy9ib29rcy85NzgwNzQ5NDgyMjM3L2VwdWIvT0VCUFMvdG9jLXRpdGxlLmh0bWwifQ%3D%3D. [Accessed 15 February 2022].
Hanlon, A., 2022. The AIDA model and how to apply it in the real world - Smart Insights. [online] Available at: https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/ [Accessed 24 March 2022].
Hymes, T., 2013. Google’s 3H Approach to Content Marketing: Hero, Hub & How To. [online] Available at: https://tonyhymes.info/2017/01/13/googles-3h-approach-to-content-marketing-hero-hub-how-to/ [Accessed 10 March 2022].
Jones, E., 2021. What is Shared Media and why is it important for the PR industry . [online] Available at: https://www.pragencyone.co.uk/blog/what-is-shared-media-and-why-is-it-important-for-pr-practitioners/ [Accessed 22 March 2022].
Lawrence, E., 2019. How to Improve Your YouTube Video Views : Social Media Examiner. [online] Available at: https://www.socialmediaexaminer.com/how-to-improve-youtube-video-views/ [Accessed 16 March 2022].
Lee, K., 2021. The Ideal Length for All Online Content. [online] Available at: https://buffer.com/library/the-ideal-length-of-everything-online-according-to-science/ [Accessed 10 February 2022].
Memon, M., 2020. Ideal Blog Post Length: How Long Should a Blog Post Be in 2021?. [online] Available at: https://databox.com/blog-post-length#:~:text=Our%20experts%20suggest%20that%201500,focus%20on%20writing%20quality%20content. [Accessed 15 March 2022].
Novak, M., 2021. Most Popular Social Media Platforms by Age - Marketing 101. [online] Available at: https://marketing-101.co.uk/most-popular-social-media-platforms-by-age/ [Accessed 14 March 2022].
Ofcom, 2021. Adults’ media use and attitudes 2021: interactive report. [online] Available at: https://www.ofcom.org.uk/research-and-data/media-literacy-research/adults/adults-media-use-and-attitudes/interactive-tool-2021 [Accessed 12 March 2022].
Turgeon, V., Spinsucks, and Dietrich, G., 2020. PESO Model for PR: Paid, Earned, Shared, Owned Media. [online] Available at: https://www.brandpoint.com/blog/earned-owned-paid-media/ [Accessed 10 March 2022].
Tailor Brands, 2021. The Different Types of Fonts, and When to Use Them - Tailor Brands. [online] Available at: https://www.tailorbrands.com/blog/types-of-fonts [Accessed 10 March 2022].
Waters, A 2020, Confident Digital Content : How to Create and Manage Amazing Social Media and Web Content for a Futureproof Career, Kogan Page, Limited, London. Available at: https://ebookcentral.proquest.com/lib/herts/detail.action?docID=6336493 [Accessed 10 February 2022].
Workerbee, 2015. 10 ways to use space more effectively. [online] Available at: https://99designs.co.uk/blog/tips/how-to-use-space-more-effectively-graphic-design/ [Accessed 6 March 2022].
Zote, J., 2021. Social Media Post Character Counter | Sprout Social. [online] Available at:https://sproutsocial.com/insights/social-media-character-counter/ [Accessed 5 March 2022].
