Internship Project
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The document outlines MBP's RACE process for a campaign. It involves: 1) Researching MBP internally and externally through online research and competitor analysis; 2) Analyzing strengths, weaknesses, opportunities, and threats through a SWOT analysis, and determining low awareness of MBP's capabilities; 3) Creating a branded content campaign to generate awareness and showcase capabilities using various media channels like social media and experiential activations; 4) Executing the campaign over three days with a mystery, teasers, and reveal story arc across different media.
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Internship Project
- 2. R A C E Our Process E S E A R C H N A L Y Z E R E A T E X E C U T E
- 3. Who is MBP? Online Research Internal Contacts Competitors Field ResearchResearch RACE
- 4. Step 1: Online Research No Conventional Website Tumblr
- 5. Step 2: MBP Contacts Mediabrands Publishing Mantra “We help brands be publishers by creating content and telling stories across all of their own channels.” MBP Employee Interviews
- 7. Step 4: Field Research
- 9. ANALYZE: SWOT Strengths Content Creation Market Position Weaknesses Awareness Misunderstood Capabilities Threats Other Media Agencies Social Media Cost Opportunities Social Media Monetization Integration with Mediabrands
- 10. ANALYZE: Awareness & Capabilities MBP is hiding in plain sight
- 11. Branded Content Campaign Generate Awareness Showcase Capabilities Create RACE
- 12. @find_MBP
- 14. Story Arc Media Channels Ideas Execute RACE
- 16. EXECUTE: Story Arc Day 1: Mystery Day 2: Teasers Day 3: Reveal
- 17. EXECUTE: Media Channels Social Digital Signage Experiential
- 18. EXECUTE: Ideas Social: Instagram hub “Not MBP” Interrogation MBP Content
- 20. EXECUTE: Digital Screens Wednesday Thursday Friday Big Screens Vertical Screens
- 21. EXECUTE: Experiential Wednesday Thursday Friday Daily Box Journey
- 23. Moving Forward
- 25. Thank you
Editor's Notes
- Introduction: Who we are Project Pitch: Identify pain points- frame this as areas of opportunity for growth Searching for strengths and weaknesses Pitching against them The most important part of identifying their strengths and weaknesses is learning about MBP in as much detail as possible To do that we used…
- Our thought process and the system we used to explore MBP Creates a steady flow where each insight leads to the next Helped create flow in our process, so we’re going to use this flow to walk you through our process
- BBDO, RGA???? ONE LINE ON EACH COMPETITOR WK IS KNOWN FOR XYZ RGA WHERE DOES MBP FIT IN THE COMPETITIVE LANDSCAPE THEYRE REALLY GOOD AND HAVE SOMETHING INTERESTING GOING ON
- Awareness amongst brands, or how to bring them into the process Say they know how to market to people thru content, but they have been too busy to do it themselves
- W
- Thank you Kelly. To act on our insight that Mediabrands Publishing is hiding in plain sight, our team created a branded content campaign to spread awareness of Mediabrands Publishing throughout Mediabrands and show Mediabrands employees Mediabrands Publishing’s capabilities.
- Publishing’s capabilities. We wrapped our hiding in plain sight campaign into a @find_mbp instagram hub.
- Our team felt that Initiative would be the perfect Mediabrands office to test run the hidden in plain sight media campaign. Thank you Mr. Peter Mears for opening up your home to us. We e opted to take a three pronged approach to our campaign through the digital screens around Initiative’s office and Experiential marketing opportunities that would both funnel into our Instagram hub.
- Within our Ecosystem of digital, experiential, and social, we had to execute three things. First, we developed a story arc for our hiding in plain sight campaign that kept people engaged throughout the three days. In order to display our story, we determined specific media channels that best optimized our goal: to develop awareness of MBP and to show MBP capabilities. Thank you corporate comm team for helping us reserve the digital screens and space around the office as well as Matt from Production for helping us format and schedule all our videos. We had to create and execute several ideas to that best utilized Initiative’s media channels and developed the hiding in plain sight campaign’s story arc.
- This is a short video showing how we executed the hiding in plain sight campaign.
- Now we can unpack the first prong of our execute plan: The story arc. Our campaign was to last three days and each day had a specific theme. Day 1, with our media channels, was to create curiosity and awareness throughout Mediabrands through mysterious content. Day 2 was important to both hold onto day 1 followers and capture new eyeballs through teasers that would eventually stay tuned for the third day, we needed to increase awareness of MBP while teasing out some of their capabilities. Day 3 was all about revealing Mediabrands Publishings capabilities and past work.
- We used social to increase awareness of Mediabrands Publishing through the creation of original content and the repurposing of MBP’s content as well. Thanks Kelly for working on the social media posts. We used digital signage around Initiative to drive eyeballs to our instagram hub. Thanks Ace for creating the videos featured on Initiative’s large digital screens. We used experiental marketing to further drive awareness and eyeballs to both MBP and our Instagram hub. Thanks Amanda and Jenny for doing the cups and post it notes. A big part of our teaser day, through social media, was the creation of interrogation videos. We felt that interrogation style videos best encapsulated the feeling of mystery, and helped our audience stay engaged and generate hunger for the big reveal. We wanted to tease out some information to Mediabrands employees without fully describing who MBP was or what they can do. We hoped people would ask questions like: Who are these people? Why are they in a creepy hallway? What do they do? Thanks Morgan for keeping everyone on track with those videos.
- The digital screens were essential in our hiding in plain sight campaign because we wanted to see if Mediabrands employees noticed that someone had taken over them and played different content than usual. Each day a video, resonating with that day’s theme played to help point people towards our instagram hub. The first video featured a mysterious man, the second was a teaser to our interrogation videos, and the third was an elephant in the room, a play on hiding in plain sight. In addition, we used the vertical screens to remind people to head to @find_MBP.
- Last, experiential was integral in driving traffit to @find_MBP. On Wednesday, we made those coffee cups with hid in plain sight as starbucks orders. On Thursday, the post it notes were more of a tease as they were more in your face and we hoped they made Mediabrands employees question who was taking over their offices. On Friday, we had our big reveal, a @find_MBP happy hour that included several MBP employees. We wanted Mediabrands people to meet and get to know the faces behind MBP and understand that the MBP team is extremely talented. In addition, to show MBP’s capabilities, we played a sizzle reel for all who attended.
- To zoom out for a minute, we created this flighting chart to stay organized and to show you an overview of the hiding in plain sight campaign. You can see that we posted on Instagram three times a day, used the box on all three days, the big screens every day, the vertical screens rolled through for three days straight, the coffee cups were featured on Wednesday, the post its on Thursday, and the happy hour reveal on Friday. Now Tiffany will talk about possible next steps.