Allbirds Brand Analysis & Strategy
Project: Choose a brand that you enjoy and create an effective digital campaign based on its values and target audience. Analyze the brand and establish a brand framework, Create a target audience profile, develop an online advertising strategy, and create an effective social media strategy.
Brand Framework: The brand framework helped to assess Allbirds' company and brand. The brand framework included: SWOT Analysis, Unique Selling Proposition (USP), Brand Attributes, Brand Benefits, Brand Personality, and Brand Values
Another part of the framework was developing characters and quotes that would align with the brand. It included creating a brand character, brand essence, brand voice, a brand person (a real person that represents the brand), and a brand flag.
Target Audience Profile: The target audience profile would establish what kind of consumer I would be targeting with the online advertising and social media campaign. The target audience profile consisted of the ideal consumer's demographic, psychographic, relationship with the product, and hierarchy of values.
Online Advertising Plan: The online advertising plan began with selecting four blogs that were strategically selected to reach the target audience. A rationale was provided for each selection and banner ads were created specifically for each blog. Looking back on the banner ads today I believe my type choices and call to action buttons could be must stronger. However, I believe the messaging and color choices were strong.
Social Media Plan: The social media communications plan started with choosing four social media platforms. The platforms were chosen because of their user size and demographic. The social media platforms were Instagram, Snapchat, Pinterest, and TikTok. A strategy was created for each platform to best reach the target audience.
