Developing a Campaign Proposal

It is almost half of this term. The second term is far more hectic than the first one. Although we are doing stuff from home, assignments keep on occupying my days. Despite the tiredness, there is a lot of progress for this term.

Currently, I completing the Future Fashion Innovators course. In that course, I decided to be developing a campaign proposal for a renowned Indonesian cosmetic brand, ESQA. The reason for choosing to make a campaign is very simple because I wanted to become a content strategist and I took this opportunity to expand my knowledge and sharpen my skills. Critical thinking and creative strategy are really important in order to develop something that attracts the consumer’s attention.

ESQA is the first vegan cosmetic brand in Indonesia and has been established since June 2016. ESQA infused the best natural ingredients into their products which are also free of cancer-causing ingredients, such as substances containing parabens, triclosan, and gluten, to provide the beauty enthusiast with healthier cosmetics alternatives.

However, from the research that has been done, the brand’s USP of being vegan is not widely known by its potential consumers. Therefore, the campaign develop will emphasize on the Vegan feature. The campaign will include advertising in the form of video and posters, as well as a collaboration with Nadya Hutagalung, a veteran model and environment activist.

The Indonesian population is considered inseparable from their smartphones and may spend hours on social media and e-commerce. Due to the seen opportunity, this campaign will be published through the new media. The population also showed huge interests and influence to purchase a product reviewed by their favorite influencers and celebrities, so influencer marketing will also be implemented to further captivate the attention of the potential consumers.

A mood board is also created and included in the proposal to help visualize the idea better. This helps the other side to envision the direction, tone, and manner of the whole campaign.

From this project, I have earned many important points that may help my future career as a content strategist. 1) Identifying problems and decide the expected end goal. This helps to envision what proper messages will be conveyed to the audiences. 2) Researching and understanding the target consumers from their needs and demands to their psychological attitude. 3) Choosing the right media and vehicles. Since, if we pick the wrong media and vehicles, it will not be as effective and efficient. It will only waste the budget.

---

Image source: Instagram.com/esqacosmetics/