Social Media Campaign

Sailor’s Society

the brief

The brief set was to create content for the Sailor’s Society’s 90 Percent campaign which aimed to collect email addresses to be used in the future to promote events and encourage users to donate money to the charity, Sailor’s Society. The Sailors’ Society is a Christian charity supporting and caring for seafarers' lives.

The content needed to promote the opportunity to win £1,500 worth of prizes, all of which had been imported by sea. Content was also needed to promote the cause and to encourage users to take part in the Seafarers Challenge which tested user’s knowledge about seafaring and gave users the opportunity to enter the competition again.

Empathise & Research

This project was completed during my placement at Studio Republic, an ethical creative digital agency in Winchester, and I worked alongside experienced designers who had been working on the project prior to me joining the studio.

I was unfamiliar with the Sailors’ Society before I started the project, therefore I took time to familiarise myself with the charity and their wok. By understanding the project I was able to empathise with the cause and understand the motivation for collecting email addresses for future use.

In order to win the project, Studio Republic sent a proposal along with potential social media content to the client. This content won Studio Republic the brief and consequently gave me a initial style guide and content to work from. The content used a simple colour palette of dark blue, turquoise, yellow and white and Bebas Neue font. There was also a bank of stock photos that had been purchased to use for the project, including images of ships and sailors.

invisible workforce

Part of the proposal was the idea for an ‘invisible workforce’. The idea was to have normal people in normal situations; however, they would be missing a key element which would be one of the prizes of the competition. An image that had already been created was a lady sitting on an invisible sofa. I took this image as inspiration to develop the idea further.

The main call to action was to encourage users to enter the competition therefore I knew it would need to be a key element in the design. I also knew the content would need to entice the user to want to engage with the competition therefore I would need to make it clear they could be in with the chance of winning either a sofa, bike, tennis racket or a lifetime supply of coffee.

I started by sketching out ideas for how the content could be laid out. I wanted to ensure the images all had the a similar design in order to ensure there was consistency throughout the brand. I experiment with how the text would be laid out and where the call to action could be positioned. Once I was happy with my design, I created neater versions and gained feedback from the other designers at Studio Republic. They gave me suggestions for adjustments I could make for the position of the call to action and encouraged me to have two different layouts so the user doesn’t assume they are seeing the same content on social media.

I think took my adjusted designs and created digital versions (see further below).

motion graphics

I also created two short motion graphics videos using resources that had already been created for the proposal. Part of the proposal included a footer with a flat design boat on the ocean. I sourced the files from the original designer and animated them in AfterEffects.

I then included the same call to action from the invisible workforce to ensure consistency throughout brand.

It was suggested to me that the videos should only be a few seconds long because we wanted the user’s main focus to be clicking the call to action rather than watching a minute long video.

final outcome and evaluation

My final outcomes were multiple still images and two motion graphics videos. This content was then added to bank of content with content that had been created by other designers in the studio so when the Sailor’s society started their campaign, they would have access to a range of resources. We created more content than was necessary because during the campaign the the Sailor’s Society want to adjust want type of content they were publishing depending on the content that was the most successful in encouraging users to enter the competition.

Overall I was very pleased with the content that I produced. This was the first social media campaign for a client that I was creating content for. The biggest challenge was the small timescale. I had only a few hours to completed multiple design interactions and digitalise my designs; however, I consequently gained skills in time-management which has helped me for the rest of the semester. I am now able to prioritse my tasks and I appreciate the importance of not spending too long on rough sketches because they are only to give me an initial idea. I can spend longer on designs once I have developed my ideas further.