Media Campaign
Client: NasmakPM
Goal:
Find ways to inform venues and their target audience about the Dense Night
Research Question
How can a tailored media campaign effectively capture a band's unique identity and engage their target audience while providing structure for their promotional activities?
Reason
We worked with Nasmak PM, a band from the 80s making a comeback with new music and a tour on the way. Their sound mixes post-punk and new wave, and they wanted to stand out with their "Dense Night" performance theme, being their unique and focal point, and have us find the best means of informing their target audience about it and create ads, posters, and a strategy.
The Process
CMD Methods: Literature Study, Competitive Analysis,Proof Of Concept’s/Stepping stones: Persona, Moodboard
Methodology
Qualitative(Literature study):
Aims to enhance comprehension of finding ways of growing a band’s audience through studying articles about the topic.Qualitative (Interview):
This method is employed to gather insights into people's behaviour, general knowledge and impressions regarding the band.Qualitative (Competitive Analysis):
Identify the most important competitors and list their offerings. See which of the user needs are unaddressed by the competition, as well as what works well for them.Empathize
Understanding their vision was tricky, so we did a lot of research. Our team explored their website, but what really helped was listening to their music and paying attention to the lyrics to get a sense of their vibe and what they were aiming for. The team went on to do a competitive analysis, followed by a survey on the target audience and library study.
Define
This research helped us create moodboards, personas based on the target audience and add improvements to their social media. A user persona is a fictional character crafted to embody the characteristics and behaviors of the target users of a product. These personas serve as a tool to concentrate on recognizing the target audience’s preferences and key ways of gathering information about a band. I also went on to create a media campaign timeline based on the library study, to help the band have a clear schedule on what and when they should do certain activities to enhance their growth.
Ideation
As the first version of the POC’S our team created posters and videos, some user tested, after which we used the feedback and we continued to create more posters leading up to the 23rd of November which was the date of the show.
Assess(Presentation 1):
The initial presentation was a success, the client liked our direction of surrealism and knowing their genre, especially since another team confused it which they disliked a lot. They also told us to give them the video our team made to use immediately before the concert. The version of the timeline was made for the 23rd of November and a bit onwards, but after clarification that they want it after the date of the show, I implemented the changes and improved it. The POC’s didn’t really align with the client’s surrealist vision, therefore we put this into practice.
Prototype
Following the completion of the empathize, define, and ideate stages, our team proceeded to create more refined versions of the POC’s such as merch and Posters, and I also visually improved the timeline.
Test/Assess(Presentation 2):
The second presentation was also successful, as we showed the media timeline and the other brand materials, as well as our team members coming up with two characters to reflect their brand, which were user tested. They really liked the timeline since the band didn’t have enough structure in their schedules before. The POC’s were good but more were better.
Conclusion
The Media Campaign project brought Nasmak PM’s "Dense Night" theme to life by focusing on their unique vibe and target audience. Through research, moodboards, and personas, we created posters, videos, merch, and a clear media timeline to help them promote their event effectively. The client loved the surrealist style, structured timeline, and overall direction, which gave their campaign a much-needed boost. This project emphasized the importance of collaboration, iterative feedback, and a strong connection to the brand's essence in delivering a meaningful and impactful campaign.
Reflection
Reflecting on it, this project taught me the value of truly understanding a client’s vision and audience before diving into creative work. I learned how important research and feedback are in shaping designs that align with a brand's identity while staying practical and effective. Building the media timeline showed me how structure can make a huge difference for clients who struggle with organization. I also realized that even small details, like tying designs to the band's vibe, can make a big impact on how well a campaign resonates. However, this project could have had more poc’s at the time of the presentations, and more stakeholder communication would have improved the outcome even further. Overall, it was a great experience in balancing creativity with strategy.
