Social Media Campaign Brief - OLES2107

By CharlieShelley-Jones | Updated: Sept. 6, 2019, 1:52 p.m.

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This video will outline a concept for a social media campaign aimed at The University of Sydney's "Welcome Week". The brief will be facilitated by the use of a user interaction strategy and examples of other digital campaigns. It will also describe the campaign's aesthetics and execution alongside addressing the platforms that will be used.
#USydOWeek
Social Media Campaign Brief
Charles Shelley Jones
CENTRAL IDEA
- "Studious or not, your connections start here."
- This catchphrase, alongside the hashtag #USydOWeek, form the tagline of the campaign.
- The campaign will illustrate how The University of Sydney provides crucial nodes for networking, socialising and enhancing personal and shared interests.
- A focus on the large variety of clubs and societies will be employed; the campaign will highlight this diversity in order to show that there is something for everyone.
- The campaign will achieve these messages through participatory engagement (outlined later), encouraging users to post images using hashtags by offering rewards unique to each club or society.

CENTRAL IDEA
- "Studious or not, your connections start here."
- This catchphrase, alongside the hashtag #USydOWeek, form the tagline of the campaign.
- The campaign will illustrate how The University of Sydney provides crucial nodes for networking, socialising and enhancing personal and shared interests.
- A focus on the large variety of clubs and societies will be employed; the campaign will highlight this diversity in order to show that there is something for everyone.
- The campaign will achieve these messages through participatory engagement (outlined later), encouraging users to post images using hashtags by offering rewards unique to each club or society.

USER PARTICIPATION STRATEGY
- The campaign will incorporate the user participation strategy of 'produsage'. 
- Coined by Australian media scholar Axel Bruns, the term produsage can be associated with a boundary between passive consumption and active production.
- In the case of this campaign, produsage will be occurring in the sense that users will be simultaneously producing and consuming Welcome Week content through the hashtagged photo system.
- This is tailored to a young demographic that is immersed in the 'digital age' and frequently view and/or engage in social media.
- A personal study conducted for this brief discovered that 8 in 10 persons aged 18-20 would check their Instagram feeds at least once every hour, which is ideal for the frequent content output that the campaign will encourage.

USER PARTICIPATION STRATEGY
- The campaign will incorporate the user interaction strategy of 'produsage'. 
- Coined by Australian media scholar Axel Bruns, the term produsage can be associated with a boundary between passive consumption and active production.
- In the case of this campaign, produsage will be occurring in the sense that users will be simultaneously producing and consuming Welcome Week content through the hastagged photo system.
- This is tailored to a young demographic that is immersed in the 'digital age' and frequently view and/or engage in social media.
- A personal study conducted for this brief discovered that 8 in 10 persons aged 18-20 would check their Instagram feeds at least once every hour, which is ideal for the frequent content output that the campaign will encourage.

JIM BEAM: A SIMILAR CAMPAIGN
- For USyd's Semester 1 Welcome Week for 2019, Jim Beam used a music event to promote their products by rewarding hashtagged photos with drink vouchers.
- This use of produsage has influenced this campaign concept due to the way in which rewards encouraged active social media participation.
- Jim Beam's focus on reach via digital sharing is also a core focus of this campaign.
PLATFORMS
- Instagram will be the key platform for this campaign; each Uni society will reward a showbag to those who have their photo taken at their stall with the hashtag #USydOWeek.
- This is tailored to the frequent usage of Instagram by a younger demographic.
- Stalls will be particularly colourful and decorated in a way that is unique to the society in order to highlight a large range of choice.
- A promotional video for the campaign will also be posted on YouTube, Instagram and Facebook in order to give the event traction in its opening stages.
PLATFORMS
- Instagram will be the key platform for this campaign; each Uni society will reward a showbag to those who have their photo taken at their stall with the hashtag #USydOWeek.
- This is tailored to the frequent usage of Instagram by a younger demographic.
- Stalls will be particularly colourful and decorated in a way that is unique to the society in order to highlight a large range of choice.
- A promotional video for the campaign will also be posted on YouTube, Instagram and Facebook in order to give the event traction in its opening stages.

Social Media Campaign Brief - OLES2107

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