My goal for the awareness touchpoint was to create a cohesive campaign across three social media platforms: Instagram, Twitter, and Youtube. I chose these platforms because they are predominantly visual platforms; a common interest across art enthusiasts. The focus of the campaign is to advertise the improved audio guide app. The look and feel I was going for was sleek, modern, and flashy. The demographic who frequent the museum have an affinity for clean design, so it was imperative to keep that element across all posts.
I chose to approach social outreach across the three different platforms three different ways. The three approaches I refer to as "treatments". Below is a sketch of how each treatment would be carried out.
Treatment one acts a catch-all post, highlighting the mobile tour app redesign. The visual focus is on flashy look of the app's opening screen on a new iPhone. The copy is a simple call to action: come in and try it out.
Treatment two acts as a FOMO (fear of missing out) creator. Seeing other people enjoying their visit to the museum is an immediate way for the user to want and do the same. Mentioning they are using the new app also creates a feeling of essentialness. This also creates a good association seeing how the patrons enjoying themselves also have the app.
Treatment three focuses on young families, educators, and those older patrons who may want to bring the grandchildren out for an excursion. Marketing the mobile app as kid-friendly helps give a more inclusive feeling to the app.
All the social posts are image based rather than graphics*. From my marketing experience, images tend to do better in the algorithms of media-based apps than graphics; especially text heavy graphics. Plus, for the approach I aiming for tapping into that FOMO, the human element of photographs is more effective.
*Youtube ads will have a soothing voice-over reading the copy from each treatment over a simple instrumental track
Copy: "Come in and experience our new and improved mobile tour app!"
