Diary
15/11/2018
Today I opened up all of the survey results in a spreadsheet and went through and analyzed the results. It took me quite a while as I had over 170 responses and therefore needed to make sure the results that I talked about were representative of all of the results. I used the premade Google Forms graphs for the quantitative answers and listed the main points from the qualitative questions. Now I need to analyze three clips from Edgar Wright movies to talk about in my video essay.
Inform our own idea...
The people who watch all of these shows I have looked at are all different age groups. Ant & Dec's Saturday Night Takeaway is one of the shows with the broadest range of people watching, the reason this show is like this because of Ant & Dec and also the show has a big range of content.
The findings suggest that if we go with the Saturday evening, ITV, 7 pm as this is one of the most popular times for viewing TV as a family. At this time people will put the TV on and just watch whatever show is on. For the group, this shows us that we need to make sure that our show doesn't collide with a popular show as everyone would just watch the show. If we did have to show our show at the same time as a popular show we would have to make sure we were appealing to a different target audience.
Based on our idea we now need to research our target audience to find out what they would want from a show, we need to think of ways we can make our show different from others. We need to research what the shows we want to borrow ideas from do and how they are really successful.
Research Portfolio
Ariel 2012: #hotdate
Starts with finding out the character is about to go on a date and the ad then goes on to talk about how he managed to get his shirt so clean, followed by a screen promoting the product. This attempts to make the audience feel they could be like the guy in the advert.
Mr Muscle 2006: Gerald at Home
The idea of the advert is to show that anyone can clean really well with the Mr Muscle product, shows a guy with no muscle cleaning, turning his kitchen from disgusting to extremely clean. This advert tries to convey that anyone can use the product and it will work for them.
Flash Ah-ah Dog #FlashDog
This advert is a really good example for an engaging advert because it shows a dog singing which makes the advert funny and easier to watch. Showing a dog and its owning allows the viewer to get a sense that it is made for anyone and is really easy to use.
Diary - 30/10/17
Today when I saw the brief I was really happy with the task, I think it will be really fun to do and I will learn lots as I don't really have any experience with advertising.
Today I have learnt about lots of ad campaigns which was good as it gave us ideas about what other brands use and what it has done for their business. I have also learnt that a lot more work goes into the logistics of making sure an advert works well.
We were selected to do the cleaning category which we think is a good option as there is lots of scope to what can be done which is good as it means our idea can be developed well. We have decided to make our ad for Febreeze as it is a good brand and already has a range of ads we like.
My initial research showed me that cleaning adverts always seem to be very upbeat and have a sense of comedy this is because it wants to make cleaning seem more fun than it really is. I also learnt that the adverts are somewhat relatable situations which would make the viewer feel more at ease.
Our initial idea is to show different scenarios which change drastically when the Febreeze is sprayed. eg: gym which no one goes in to until the Febreeze is sprayed.
Ideas...
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Room with a someone on the gym equipment and then the others not wanting to join in, until the febreeze is sprayed
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Girl wont get in car until febreeze has been sprayed
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lots of people stanidng around desperate for the toilet but it smells too bad so they cant go in and they are really happy when someone sprays febreeze as they can go to the toilet
Production Meeting 1: Initial Ideas
Diary - 31/10/17
Today we had a production meeting to discuss our ideas which we had and to come up with a new idea... our idea is to make an ad where Febreze is used in strange places and use #StrangerSprays to get members of the public to submit videos of themselves using Febreze.
Following this, we started researching Febreze adverts to see what they do and what makes them successful. This information will allow us to make sure our video works well and fits in with Febreze's other videos.
Also, we held a focus group to our class and asked them questions that we had come up with, which we believe would give us the information we needed. I think the focus group went well as the class answered questions with lots of detail which meant we have lots of information to study.
Focus Group
Diary - 01/11/17
Today I continued to analyse existing adverts made by Febreze, analysing the advert is good as it is helping me to see what Febreze do in their adverts and why they are successful.
Next time I will finish this advert review and I will analyse another one which will continue to allow me to find out more about Febreze and what will make my advert be successful.
Analysis of existing Febreze adverts
Analysis of
Focus
Group
Diary - 06/11/17
Today I started by making a survey (Click Here) which is going to find out from as many people as possible what they think of viral adverts. As I have put the links on social media people who see viral advert son social media will fill out the survey. With the survey, I tried to come up with questions that wouldn't give closed answers.
I also continued to research Febreze's competitors to see what they sell and how they are different from Febreze. I need to continue to finish this off tomorrow.
Brand Research
What do they represent?
Febreze claims they have created a lineup of products which is the only brand to truly clean away stink. Their brand is all around creating products which strive to be the best while at the same time making them in a way which doesn’t harm the environment. Febreze is a brand that clearly wants to be transparent for its market as displayed on the website is a list of ingredients for each product along with what it does, this makes it look like Febreze wants to prove to people that its products aren’t harmful and that any unnecessary ingredients aren’t used. This shows me that their brand wants to be represented as a brand which isn’t just wanting to make money, it’s a brand that makes products people will use, love and talk to others about.
What is their logo and why?
Febreze’s logo is one which is very clean, which works well as their products are aiming to clean the smell of rooms. Their logo uses very clean colours which again represent their products. The simple designed logo ensures that they have a clear brand image which is necessary because the better brand image the better recognition from its audience. Their website also shows
Febreze’s website has a blue sky at the top which matches the colours of the brand this makes for a
really clean website where you can see Febreze have thought about the site.
Who are their competitors?
Febreze’s main competitors are: Glade and Airwick
Glade create products which generally focus on things like automatic sprays and devices which can be refilled, Febreze just sells sprays. Glade also sell these normal sprays however on their website they don’t give much detail about the product which suggests they make their products in a way which isn’t good otherwise they would be using that to promote their product. Glade also has a review element on their website which shows bad reviews, Febreze don’t do this but could add some quotes from people who use the product.
Air Wick sell a big range of products, they sell both automatic sprays and normal sprays. Air Wick doesn’t have anything on their website about their brand message just about their products. Their website focuses on promoting each of the products and doesn’t give much information like Febreze does by showing the slogan of the company.
This shows me that Febreze is being different by making themselves stand out with information competitors are not giving.
Febreze focuses on using blue in their adverts and as their main colour is blue, I have found that I need to stay away from green because that is what Air Wick use. Febreze’s bottled products come in many colours which makes them stand out amongst other things on the shelf.
How successful are they?
Febreze is only successful because they were bought by P&G, previous to this they didn’t sell many products. P&G own a lot of the market of cleaning products, they gave Febreze the money and expertise to be able to have a line of products which work well and sell well.
Are they linked to any controversies?
Febreze has been linked to some controversies in the past… it has been said that the plug-in products can use a barrel’s worth of oil each year, which isn’t very good for the environment.
Another time this occurred was when Febreze released the ingredients on the website because there was a lot of complaints about whether Febreze was damaging for the lungs, in the end all the ingredients were legal and harmless. P&G did several public announcements ensuring the public that the product was safe, harmless and had been tested in lots of scenarios.
Febreze has been involved with a few controversies which have probably resulted in drops in sales which has made Febreze try to be as transparent as they are today. The last big controversy was in July in 2016. It has now been over a year without a major one, this shows they have learnt their lesson.
Looking at the information from YouGov I can see that our main target audience is females and those who are aged 55+. The social grade we are targeting is A, B, C's. This information is surprising as I would have thought homeowners would be the main target audience, the results may be like this because the main type of people who fill out YouGov surveys are generally older people.
Looking at the Strategic Messaging Plan for Febreze it has a really good explanation of there target market... "The main target audience for Febreze Air Effects Spray is married women and/or mothers, ages 25-‐45, with children in the home, especially multiple children and/or children that play sports, or engage in physical activity. These mothers are usually educated, make at and over $40,000 a year, and live in two bedroom or larger homes. These mothers usually work full-‐time and therefore spend their time, energy and money looking for a product that will make cleaning their homes easiest, while still being effective." I think is very valuable because it gives so much detail and a very specific group that we can target.
Based on the information that we have decided that our primary audience will be women aged 25-45, and our secondary audience will be males aged 22-28, the reason we have picked a secondary audience is we want our video to be humorous so we feel that our secondary audience may be persuaded to buy it. The primary audience would be
ASA Advertising Rules
Firstly, we need to make sure our video is showing a mature sense of responsibility to the audience and society. We also need to make sure our video is different so the audience will be able to tell it is a advertisement. Our advert must not be misleading towards the audience, in any way, show exaggeration to the capability of the product. The advertisement must not contain anything which would lead to physical, mental, moral or social harm to anyone under 18. The advert must display on the screen if what is being shown is harmful to the audience. Following all of these rules will ensure that our video would be safe for use.
Diary - 07/11/17
Today I finished my research regarding the brand and I have been looking online to try and decide what Febreze's target market is and information about the target market. After this I have been looking at the ASA advertising rules, this has allowed me to find out if our idea will be suitable and if there is anything else to add.
Tomorrow I need to write up the survey results and then do my research evaluation to see if my research has found out everything I need to know.
Survey Review
For my first question, I asked the gender of the person filling it out, as you can see 41.7% (10) of the answers came from men and 58.3% (14) came from women. This is possible because women are more likely to use Febreze, this backs our target market which is predominately women. This is also a good question to start with as it makes the person filling it out feel more comfortable.
Next, I asked for their age, I did this because it allows me to find out the type of people who filled out my survey. Majority of people who filled out the survey (37.5% = 9) said they were 13-18, this is likely because my survey has been distributed through social media, this is a good thing because these will be the people who see the video on social media. 29.2% (7) aged 41-65, this is mainly homeowners and people who are likely to buy the product. The other group had fewer numbers but the age showed me that my results come from a range of people.
After this, I asked how long they thought an advert should last, I asked this because I wanted to know from people who watch adverts what they personally think. As you can see the majority of people (37.5% = 9) said they think an advert should last 30 seconds, which is surprising I thought this would be the other way round. This is closely followed by 20 and 10 seconds which shows me our advert should be around 20 seconds.
I then asked what makes a viral advert engaging, this has given me lots of answers I hadn't thought about and has given me answers I assumed I would get. Majority of people said that humour is a huge part of making an advert engaging. Someone else said "stimulation of senses, eg; the use of colour and sound" this is a comment which I think we need to make sure we can implement in some way as this will make our ad stand out. Others said that it needs to be engaging from the start, contains upbeat music, fast moving, to the point and have bright colours. These will allow us to make our advert be easy to watch and engaging.
I then asked what would put them off watching an advert, this was to show me what we shouldn't include in our advert. Some of the answers include confusion, annoyance by the actors, if it is cheesy, too long, too much talking and lack of colour. This shows me that our video needs to be clear, quick and bright.
I then asked if a friend had sent them an advert online would they watch it. This showed me that the majority of people would. I think this is because if a friend has seen it first they feel that their friend has felt that they may like to watch it. This shows me that the people who filled out my survey do watch ads on social media.
Afterwards, I asked them what if they could think of any memorable adverts and what made them memorable, by a mile John Lewis was mentioned the most with their huge marketing stunt, their Christmas advert. Other than that mentioned were Andrex, Evain, Flash, Gold blend and Haribo. I need to look at these adverts to see what has made them memorable and see if I can implement anything they have used into my advert.
After this, I showed them this advert (Click Here) and asked what they liked and disliked about it. People liked how colourful it is, focuses on how to use it, full of action, weird and from the moment it started how dramatic it was, when the women fell off the stairs because of a few droplets of vapour, the dramatic contrast in lighting and music and the woman crashing through the wall. People disliked how dramatic it is, bit boring and if this advert ever popped up on YouTube I would definitely skip, nothing catchy, it attacks other brands on spurious grounds and gives no evidence as to why it is superior. I know that's not the point of viral adverts, but an advert like this does not persuade me to buy the product in question. I need to use this information to make sure my video fits what the audience want but also fits in with what Febreze make.
Following this, I asked what comes to mind when they hear the brand Febreze. I wasn't really surprised on this one, people said breeze cause of Febreze, air, cleaning, fragranced air, removing nasty smells, nose blind and clean places. These answers have shown me the connotations of the brand, these are also elements we should include in the video as people will hopefully recognise it is Febreze as quickly as possible.
As Febreze is the market leader I wasn't surprised to find out that over half the people who answered the survey said they have it in their household. Others said they would buy it if it was on sale or they would buy cheaper brands. This shows me that the people who buy Febreze maybe are a higher class and have more money.
Secondary
Research
Bibliography
Diary - 08/11/17
Today I looked at the survey replies and wrote about what the information I have received means and how it is going to help me. I then did my evaluation of research where I wrote about how well I think I have done with the research. Moving on from this we need to start working on the pre-production work.
Evaluation of Research
For the research section of this viral adverts project I decided to use more methods than with my previous project. I have included information from a focus group, survey, YouGov, ASA and some other websites to find out about our cleaning brand, Febreze.
Primary
Focus Group
We started with a focus group in which we asked our class different questions about viral adverts and Febreze. I think the focus group went quite well especially because it was the first focus group I had ever done. I think we asked a good range of questions, this was good because it meant we gained valuable information for our project. As our focus group was made up of people who use social media on a daily basis they are likely to be the people who would watch a lot of adverts. I think Konstantin and I did a good job of asking the questions as we managed to get most people to join in and give their perspective on what they thought about adverts. To improve our focus group, we could have made sure our questions were more direct and therefore would have gained more direct answers. We could have also asked a few more questions because we did have a couple more minutes left. We did have a few follow up questions but we could have asked a few more to gain extra detail from each person.
Survey
With the survey, I think it worked well because I had a range of questions, some were open and some closed. I did this because sometimes a closed question can be helpful. I distributed my survey on social media because it is in a place where adverts are likely to be watched. On the survey, I got back 24 responses, some of them were really detailed which I was grateful for as this allowed me to gain lots of knowledge. I was happy with the questions as they did give me lots of information. I could have added a definition of what a viral advert was because a few people weren’t sure what that meant. Looking back at the feedback from a previous task I said I should distribute a few copies so I get a good range of answers, I didn’t remember this but on the next task I will try to do this as it will give me a bigger range of information.
Secondary
Target audience
To try and work out what Febreze’s target audience I looked at quite a few websites because I wanted to make sure I was getting a good and accurate result. On YouGov it said Febreze’s main target audience was females aged 55+ which I didn’t agree with because of the type of adverts and information Febreze release so I decided to disregard this and found a couple other sites which gave the same results. I spent a while looking at target audience which I’m glad I did because using the first result would have been the easy option and I then wouldn’t have been making an advert which would help Febreze.
ASA
I spent a quite a while looking at the ASA rules which were completely new to me so I learnt quite a lot while reading them. After reading them I have realised that we need to be careful with our idea, we need to make sure that we are creating a safe and friendly ad while at the same time trying to make it funny. Within our group we decided to write about different rules and how they needed to be changed so our idea would be mature.