Making My Film A Social Campaign

In order to make my film appeal to the wider audience I had hoped for, I would create a social media campaign for Jason Wu to post amongst different channels such as Instagram and TikTok. Jason Wu caters to all women, as Tianna wrote it in her client brief "the audience varies from the gorgeous previous 1st Lady, Michelle Obama, to a simple teenage girl, to a professional model, to a blogger, to a drag queen and transgender women". I believe if this was a real film for the brand, taking it to the socials as a campaign would really shift the way that the brand includes younger women. As shown through their socials already, Jason Wu shows a wide range of women aged primarily 25-40, by showing some younger females aged 18-21 (like in my film) would entice a younger audience.

Not only would enticing a younger female audience help the brand in terms of inclusivity of all women, it would boost the brands online presence. An October 2021 study shows that 31% of all Instagram users are aged 18-24 (Statista, 2021) which is the same amount as age group 25-34. This could mean that targeting to this younger audience as well as maintaining a focus on an older would increase their engagement. More people would like, share and comment furthermore boosting their digital footprint, knowledge of the brand and website clicks. Hopefully leading to more sales for the business.

I would share the content via Instagram through shorter, condensed versions of the final film. This would be uploaded to IGTV, reels and stories on their account. A way I thought of sharing my final film is through creating an IGTV video for each of my 6 models, similar to how I presented them in the first film try. Another way I would share this online would be through TikTok to really aim content at a younger audience. 41% of TikTok users are aged 16-24 with just under a third of users being aged between 10 and 19 (Omnicore, 2021). This means Jason Wu could really tap into a whole new social channel as a brand that caters to and inspires younger women. Gaining popularity on this kind of platform would inspire trends, duets and threads on TikTok meaning further engagement.

A social idea I had for Jason Wu would be to create an inclusive hashtag such as #MyFemininity where users could share either pictures or videos of themselves doing or explaining something that makes them feel like a woman. This would gain traction and we would see a wide range of females and female identifying people of all age and races participating in the trend.

Below I made some social media mock-ups inspired by the #MyFemininity hashtag and trend for the brand, this would be showcased through IGTV, Instagram feed and TikTok.

I also made a condensed version of the film, fitting into a mobile screen size (1080 x 1920) so it could be uploaded TikTok or IGTV. This also meant I could see what the footage looks like on a narrower scale. It obviously cropped a lot of the footage out compared to the wider angle I originally shot on, but it gives the video a whole new feel.

In order to make the video look like an actual TikTok, I used the mock-up of the layout that I used for the images above and got rid of the pre-set screen and image. This made a layout I could then insert over the film to make it look like a TikTok video, the only problem was that there was a black bar embedded in the likes and comments section that couldn't be removed on the mock-up file. Despite this you still get the vibe of the clip and what it would look like on social platforms.

https://video.wixstatic.com/video/34cd5e_b871b5aa0788499cbe9e82bc871ff132/1080p/mp4/file.mp4

Sources:

Omnicore. 2021. TikTok by the Numbers: Stats, Demographics & Fun Facts. [Online]. Available from: https://www.omnicoreagency.com/tiktok-statistics/ [Accessed 6/12/21]

Statista. 2021. Distribution of Instagram users worldwide as of October 2021, by age group. [Online]. Available from:

https://www.statista.com/statistics/325587/instagram-global-age-group/ [Accessed 6/12/21]