Creating an Instagram Campaign for Bioré: Critique, Proposition, and Proof of Concept

Critique of a Recent Skincare Competitor Campaign

To create an Instagram campaign for Bioré consisting of scamps for 2 posts (2 pages) plus a storyboard (5 pages) outlining a plan for video content that would last for 15 seconds.  This will be underpinned by theories of advertising to support your reasons for using the creative approach you decide upon.  

Please see additional information section for more on the background on the Bioré brand.

This is an individual assessment.    
Your task is to:
1.Using advertising terminology, theory and models, critique a recent campaign from a key skincare competitor to Bioré.  Summarise key ideas of how this will inform your approach to the client brief (20%)
2.Develop a campaign message with brand proposition statement for the client brief (25%)
3.Proof of concept – plan for 2 posts and video 15 second storyboard for Instagram in response to the client brief (30%)
4.Underpin the proposed social media campaign with advertising and social media theory including semiotics and linear models (25%)

Unit Learning Outcomes Assessed
1.Apply advertising theory to practical solutions to a given brief.
2.Create and present an effective communication campaign and apply theory to underpin your decisions.
3.Evaluate advertising and media techniques in relation to briefing objectives and target audience.
 
Assignment Details and Instructions.

You will produce 10 pages maximum with the following elements being assessed.  Use 12pt font any pages over the indicative max for each component will not be marked.

Section One: Critique of a skincare competitor campaign (20%) 2 pages max

1.Select a skincare competitor to Bioré and critique a recent campaign (within the last 12 months). The brand should operate within the mass skincare space and have executed a campaign across multiple touchpoints (e.g. TV, display print, social, PR) with a focus on digital. Explore in-terms of creativity, consumer target appeal and message effectiveness, with a view of if the campaign has delivered overall campaign effectiveness.  Explain how the insights from your analysis have informed the concept that you propose for Kao Skincare (1/2 page in table format) (10%).   
2.Explain why the specific proposed social media content concept will work – use advertising models and theory to justify your approach. Describe what message you want to convey with appropriate rationale considering your main appeal and positioning to the target audience (1 and half pages) (10%).

Section 2: Develop a campaign message with brand proposition statement for the client brief (25%) 1 page max

A clear written brand proposition statement that outlines the brand positioning in relation to the target audience and competition.  This should be supported with theory and models to support the ideas.  

Section 3: Proof-of-Concept storyboard 5 pages max and two scamps 2 pages max (30%)  

Scamps for 2 posts including visual, text and hashtags and a storyboard for a 15 seconds video content for the campaign on Instagram in response to the client’s brief.

Section 4: Underpin the proposed social media posts (2 image posts and 1 x 15 seconds video) with advertising and social media theory including semiotics and linear models (25%) (included within the storyboard pages).

Linked to your storyboards and written into each frame, annotate certain features that can be explained through theories of creative advertising – do not just describe the process.  You need to include creative platform, creative strategy, creative techniques and semiotic analysis (colour, font, voiceover, actors, props, lighting, techniques as appropriate, persuasion theory and emotional appeal).

Bioré Background

At Bioré, we are a passionate tribe of skincare obsessives. We proudly create products that uniquely care for pores with proof you can see & feel.

The Bioré brand was established in Japan in 1980 and launched in the UK in 1998, with the iconic Pore Strips, and we are proud to be the #1 brand in the UK for Pore Strips, even though that is not all we do! The brand has developed over the last 20+ years to become a medicated facial skincare brand known as the pore expert, helping consumers achieve their aspirational skin state of flawless, healthy, glowing skin. The portfolio has grown beyond pore strips to also include cleansers, masks and scrubs, offering a more holistic solution to clear skin and being recognised as the #1 cleansing brand in Japan.

Ingredients and sensorial experiences have become integral to the Bioré brand ensuring we also stay on trend and relevant to our target consumer. We established Charcoal has an iconic ingredient in the market back in 2014 and continue to leverage the latest trends including Rose Quartz, Blue Agave, Witch Hazel and Cannabis Sativa Seed Oil in recent years. Our Japanese beauty roots inspire us to improve and innovate in everything we do —innovation is in our DNA. With technology rooted in science, we take a no-nonsense approach to fight smarter, not harder--while having a little bit of fun along the way!

The target for Bioré is Generation Z men and women, aged 18-34, they are clever, passionate and seek purpose from brands. With a younger, demanding target we have to keep innovating which has helped grow our portfolio of products but also ensure our marketing activity is relevant. In 2020 we partnered with Saffron Barker, a well-known Blogger and Instagrammer who has brought fame and fortune creating meaningful content for the brand that we can leverage across multiple touchpoints, including social, PR and in-store. In 2021 we want to expand our influencer network to represent greater diversity (e.g. men, people of colour). And we see the output of this brief supporting our positive progression here.

With many new product launches planned for 2021 we have an exciting year ahead to continue to drive growth. We also see an opportunity to be more purposeful as a brand, ensuring we bring value to society beyond product and create an emotional connection with our consumer. In 2020 we established our brand purpose to “Inspire the confidence to use what makes you unique to make a difference” #DoDifferent. The #DoDifferent campaign encompasses how we #DoDifferent from a product point of view, but also a societal point of view. In 2020 we have focused more on the product aspect, by highlighting our product efficacy and our unique technologies.  In 2021 we see an opportunity to bring the propose to life more and support a mental health charity, as our contribution to society.

For this brief, we would like to see content that is relevant to the Masterbrand (Vs product specific) that can support our brand purpose. If product is required to support the story we recommend pore strips being the focus as it is the core of our brand and the most efficacious at cleaning pore and supporting our proposition.
See presentation for further details.

Early Career/ World Class Professional Skills (PLOs) being assessed or developed/assessed.

Our graduates will apply critical thinking to practical and theoretical problems
Identify and apply information critically in relation to context
Identify and interrogate relevant data and literature sources using methods appropriate to level of study and to discipline
Apply theory to discussion and analysis  
Our graduates will be effective communicators using a range of media Demonstrate communication skills at the appropriate level and using appropriate media

Organise work in a logical structure in order to draw conclusions that follow from line of argument  
Apply consistent and appropriate referencing and in text citations
Demonstrate digital skills appropriate to level and to discipline