This is 01 Social media episode, made by Ashur ( Anqi He) // There are three episodes which introduce the Pantone market campaign, including integrated campaign and social media campaign. The deck shown would be episode one; Episode two and three will be shown in the LinkedIn article and Instagram Series of Memes. The main aim of making the Pantone episode is to apply the marketing strategy and digital marketing skills into real business society.

1. Ashur He. @ashur.chn
The integrated Campaign:
Pantone annual
color launching
01 Social media episode

2. I. Episode introduction
II. Pantone situation analysis
III. How effectively do “Pantone
annual color report” impact in its
target market?
IV. What did Pantone doing in
different touchpoints when its’
2020 annual color launch?
Index

3. Episode introduction
There are three episodes which introduce the Pantone market
campaign, including integrated campaign and social media
campaign. The deck shown would be episode one; Episode two and
three will be shown in the LinkedIn article and Instagram Series of
Memes.
The main aim of making the Pantone episode is to apply the marketing
strategy and digital marketing skills into real business society.
In this Episode, lets’ discuss the current
situation of Pantone and how they use
different social media to launch and
spread the 2020 annual color.
Episode 2
Episode 3
#3

4. Pantone Situation
Customers treat Pantone as the color standard in the world:
Customers work in:
• Advertisement agency//Design studio//Fashion company//Design student//Printing
Manufacture
The customer situation is not as positive as Pantone’s thinking.
• Majorities of the design-related companies, suppliers, and individuals around the world
are willing to use the Pantone color system to choose the color.
• Young Designers do not know who is the Pantones' main competitors.
• Designers tend to create the color system by themselves, so they will not buy the
colors from Pantone and also do not need painting suppliers to purchase Pantone
colors.
Competitors like RAL and the Munsell
occupy the lower market share.
• The whole visual system of RAL and Munsell
cannot match the customer's visual needs and
usage experiences
• There is a limited word of mouth from their
customers in social media.
Pantone began in 1950 in New York by a small group of advertising
executives.
Pantone wasn’t the first color-standards language, but it’s most
Herbert’s strategy to blanket the world with his product and establish
his matching system as the definitive international standard.
Pantone must
continue to retain
customer's
attention and find an
appropriate way to
increase profits in 2020.
#4

5. “Pantone annual color report” impact in its target market?
How effectively do
#5
Pantone annual color has a significant impact on the interior/
fashion/ furniture area.
Fashion:
According to Los Angeles Times: when national color was emerald,
Pantone highlight designers such as Nanette Lepore, Tracy Reese,
and Marimekko who use emerald in their spring fashion show, which
led to a run on green eye shadow. 1
Design:
Some interior and inspirational websites publish tips related to
Pantone's annual color. These articles talk about how to use the
yearly color to do the design project this year.
Sauce: https://smallbusiness.chron.com/pantones-color-year-
influence-marketing-70053.html

6. Communication strategy
The campaign will deliver a storytelling and demonstration brand
message through a variety of digital, interactive, and experiential
mediums to generate conversation, collaboration, and purchase
rate.
Platform: Instagram, Twitter, and physical experience
Creative Execution
Storytelling & Demonstration
Pantone creative objective
Color explanation:
Pressman admits that Pantone returns to the classics
because everything has been chaotic in the world.
However, it is not about doing what we did in the past,
but about reinterpreting it in a new way. While the
color of last year, the living coral was "living and
affirmative life.1
#6
Marketing communication Objective:
• To create visually appealing images that would be share-worthy
in the social networks Develop brand awareness
• To create topics that engage people to discuss in social media.
• Publish new retail products to increase purchase action.
Positioning strategy:
To young designers, delivering elite and visually appealing annual
color because Pantone has a professional color matching system.
Brand Character:
• Young
• Elite
• Visual Appealing
Creative Objectives &Creative Strategy
Creative, funny way to deliver message
Sauce: https://ratemyhome.net/color-pantone-2020-classic-blue-is-pantones-choice/

7. in different touchpoints when its’ 2020 annual color launch?
What did Pantone do
#7
On December 4th, the first Instagram picture was
showed the mellow pinkish “orange hue called
Living Coral (Pantone 16-1546) “ made clouds.
Then two pictures
showing two colors
mixed in the movie,
which means a new
annual color is blue,
2019 passing, a new
year was coming.
Then the new annual color video was posted.

8. #8
On December 5th, Pantone pushed an exhibition
picture to shew that there was a Pantone new
annual color exhibition, people can book a ticket
online in New York.
Pantone post every cooperator or the brands which
use classic blue color to make their products for the
rest of the day. Every picture after the “annual color
launch” was blue mainly.
What did Pantone do
Results:
• Awareness: 1,251,636 (Launch video)
• Average: 97,646 (a week)
• Awareness in twitter: 37k awareness 25.6k+word
of mouth in twitter.
in different touchpoints when its’ 2020 annual color launch?

9. #9
Date: December 5th to February 23th
Platform: indoor(physical)
Spread: Instagram and Twitter
Cooperate with ARTECHOUSE‘s creative team in
collaboration with Indus interactive design by
using Submerge( multi-sensory installation)
Picture Sauce:
https://brightestyoungthings.com/article
s/photos-pantone-color-of-the-year-
reveal-2020-artechouse-new-york
Pantone + ARTECHOUSE
New York indoor exhibition

10. #10
Assessment4 C’s of Integrated market communication
Conversation:
Collaboration:
Content relevant:
Customer experience:
A
S
S
S
Total score A
In my personal opinion:
good customer
experience should cover
visual, sound, smell, touch
( 5 senses) interaction. If
Pantone launch campaign
in Instagram only, the
customer experience is
lower ( actually they have
physical interaction)

11. #11
Super bowl started In Jan 30th, let’s assess what Pantone
do in their social media super bowl campaign.
What will be in the next episode?

12. Work sites:
Weiss, Dyanne. “Does Pantone's Color of the Year Influence Marketing?” Small Business
- Chron.com, Chron.com, 21 Nov. 2017, smallbusiness.chron.com/pantones-color-year-
influence-marketing-70053.html.
Admin. “Color Pantone 2020 – Classic Blue Is Pantone's Choice –.” RateMyHome.net -
No. 1 House Rating & Reviews, Deco, Real Estate and Apartments, 30 Dec. 2019,
ratemyhome.net/color-pantone-2020-classic-blue-is-pantones-choice/.
Villondo, Clarissa. “PHOTOS: Pantone Color of The Year Reveal 2020 @ Artechouse New
York ⋆ BYT // Brightest Young Things.” BYT // Brightest Young Things, 5 Dec. 2019,
brightestyoungthings.com/articles/photos-pantone-color-of-the-year-reveal-2020-
artechouse-new-york.