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1. Internship Project

One of the most successful ventures where I got the opportunity to explore content creation
and social media management, adding value to the brand was for “A Skating Monk”. This
product targeted street fashion and the target audience was between 15-35. After performing
extensive research on people’s preferences and carefully collecting samples of data to analyse
their requirements, we were able to nd the right set of products that met people’s
expectations. Subsequently, my work was to ensure active presence and content creation for
di erent social media platforms for the brand. Unanimously a theme “7 streets around the
world’ was chosen to attract consumers attention, showcasing streetwear look. The content
creation was amalgamated to our theme and the entire campaign turned out to be a huge
success. The campaign gathered the desired attention and the product fetched its brand
value at its inception. Later on, the brand was even featured in music videos and reality
shows.

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 2. Academic Project

During my second year at The University of Manchester, as a part of the curriculum we were
required to design an integrated marketing communications (IMC) plan for a clothing brand
called Berghaus. At that time, the brand already had an established consumer base, so all the
decisions had to be in-line with its existing image. This required a series of steps STP
(Segmenting-Targeting-Positioning) and SWOT analysis (Strengths, Weaknesses,
Opportunities and Threats) of the company to prepare an appropriate creative strategy and
tting it into the given budget. While my peers were responsible for the work related to market
research, my role was to draft the message and creative strategy on the basis of that research.
The project was highly appreciated and is currently being used as a model of appropriate
practice at the University. I believe that the main reason behind the success of the project was
that it targeted new consumer segments whilst paying enough attention to the brand’s existing
consumer base. Owing to the success of this project, I got the opportunity to present these
ideas to the MediaCom Team of Berghaus.

Message and Crea ve Strategy

Recently, content marke ng has proven to be one of the most e ec ve techniques amongst
marketers around the world (Sta sta, 2019: C). Content marke ng includes the use of numerous
di erent forms of content in several formats, such as blogs and video marke ng. It is based on a
sole principle; buyers usually reward those companies who regularly share accurate content with
them (Imber and To er, 2000). To create superior customer interac on, companies tend to
produce content that is complementary to their main product and only acts as an enhancer (Imber
and To er, 2000).

To spread awareness amongst the target audience, 24-45 years old social explorers, par cularly
women, a collabora on with Dua Lipa for the campaign would be bene cial (Sta sta, 2019: D).
The collabora on would likely spread awareness, given Dua Lipa’s extensive interna onal
following and fashion presence. Erdogan (2010) states that celebrity endorsement strategies can
be “an e ec ve compe ve weapon” as done successfully can increase a en on, help with brand
reposi oning, and underpin global campaigns. Erdogan con nues, sta ng the importance of the
right celebrity that ‘matches’ the brand they are endorsing. We believe Dua Lipa is appropriate for
the campaign as she embodies both the Bri sh message that we are a emp ng to reciprocate,
whilst also represen ng the new customers, 25-44-year-old females, that we are a emp ng to
recruit. The aim of the collabora on with Dua Lipa is aligns with the same goal as stated
previously; change Berghaus’ percep on as an outdoor clothing brand to a dual-purpose brand.

The main premise of the campaign is to broadcast Dua Lipa’s experience on various outdoor
expedi ons across Britain. We intend to emphasise the ‘Bri shness’ of the brand, further
enhancing the customer percep on of Berghaus’ high quality product. This will help combat the
problem of customers being put o by the rela vely high price points as they will be willing to pay
more for a high-quality product (Kim et al. 2014). TV adverts will follow Dua Lipa’s journey on her
expedi ons and will be lmed in a casual manner rather than in professional quality to air a more
welcoming message. Throughout her journeys she will be wearing Berghaus clothing and will
subtly allude to posi ve aspects of the clothing (par cularly t, comfort and style). The audience
will be made aware that the expedi on was sponsored by Berghaus to avoid a lack of transparency.
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 Across the most popular social media pla orms for our target market (Sta sta, 2019: F), we will
have 5-10 second adverts of Dua Lipa recording her experience in a vlog format. Examples include
her at the top of a mountain, or her halfway down an abseil. She will wear Berghaus clothing,
whilst talking about their quali es, as well as upda ng the audience as to the progress of her
expedi on. The advert will have an op on to ‘swipe up’ on the video which will send the user to
the Berghaus website where they can view the products seen, which should generate interest,
perhaps leading to trial if consumers engage with the adverts and content marke ng in the
intended way.

The out of home media, billboards, will show Dua Lipa and a male model modelling Berghaus
items in a more stylis c se ng than on her expedi ons, illustra ng both male and female product
lines, and to avoid the aforemen oned aliena on. Some billboards will be in a studio se ng while
others will be in the Bri sh outdoors, but both will be shot with high quality, thus displaying the
versa lity of the brand, showing it can be worn both for outdoor ac vi es and for style.

Throughout all media we intend on using the same bright colours, mo va onal music and imagery,
to ensure that the campaign appears seamless across all 3 media types and remains integrated.
These themes will again work towards promo ng the Bri shness of the brand, displaying UK
landscapes and imagery. We will also integrate our paid media with Berghaus’ owned media by
con nuing this theme within their website, by using similar imagery in the background of the
website to what is seen in the adverts.

The use of the AIDA model, i.e. A en on-Interest-Desire-Ac on would be implemented,

emphasizing the new stylis c approach and the Bri shness of the brand. Firstly, in order to draw
the a en on of the people an image of Dua Lipa wearing her Berghaus product line will be
displayed. Informa on about the limited number of pieces available for the product will be given
out to further draw the interest of the people. Once, the a en on and interest of the poten al
customer is gathered their desire will be driven by explaining the pure Bri shness of the brand,
with emphasis on quality on style. Finally, details about loca ons, both online and o ine, from
where they can purchase the product will be given, for them to take ac on (Ullal & Thonse
Hawaldar, 2018).

Mee ng Berghaus’ objec ves will involve a tude change as they aim to shi consumer
percep ons of their brand. This will involve theories of a tude forma on and change such as the
elabora on likelihood model (Pe y and Cacioppo, 1986). This addresses the most suitable way in
which an organisa on can go about changing the a tudes of others. By taking this into account,
Berghaus’ new marke ng campaign is able to u lise peripheral cues as the inclusion of Dua Lipa
amongst a large por on of the marke ng material will indirectly in uence consumers. As an
a rac ve and prominent female born in the UK, her feature may encourage classical emo onal
condi oning as consumers may associate Berghaus with a stylish and successful woman crea ng a
condi oned response towards the brand (Werner Kroeber-Riel, 1984).
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