Design Denmark
Awareness Campaign
Solo project for my exam in Campaign & Activation
April 2024
Description
Design Denmark asked us to come up with a campaign targeting young designers and design students, in order for them to get new members from this segment. We originally did this as a group project, but I have come up with a whole new solution for my exam.
Research
From the research in the original project, and in my new research, I found that not a single young designer or design student knew Design Denmark, and therefore probably wouldn't sign up or even pay attention. Because of the constant overflow of information online, the younger generation is used to tuning out what's not relevant for them.
Strategy
Insight
Through my smart insights in the 4C's, client, consumer, category and culture, I've worked out a main insight for the campaign.
I don't feel like a designer.
Problem
The problem from Design denmark is that they need young members. And the human problem is this:
I'm used to ignoring things that are not relevant to me
Proposition
When you don't see yourself as a designer, it's very easy to ignore a campaign for designers. Therefore the proposition is:
Design denmark is an association for you!
Concept
We are Design denmark
This idea comes from a recent TikTok trend, going something like: "We're...(who you are), of course we... (something you do)". Through idea generation, this has tuned into my campaign idea across all platforms.
The campaign consists of photos (ai-generated for the purpose of this project), graphic elements and text. The tone of voice is youthful yet professional, white keeping the proposition in focus by showing young designers and students someone like them, and also with various "of course" statements to directly address the value propositions.
Execution
Outdoor posters placed near the creative schools
Organic social media content (paid if performing well)
This video shows how Design denmark can join the tiktok trend that started the whole idea. This video is a prototype, and should be filmed with real people.
Podcast cover and SoMe promovation (organic and paid)
In order to inspire young designers and design students, and to give a taste of what Design denmark can do, I want to create a podcast called "We're Design denmark". In each episode a young designer (student) visits the studio for a chat about the design industry, their field and career, and stuff like that.
The podcast is promoted on social media: Instagram, TikTok and LinkedIn (this is just a sketch, it should be a real video from the recording session).
Goals & follow up
Campaign Goals
Strategic goal
Design Denmark should be a design business association for all designers across age and experience.
Tactical goal
When the campaign is over, 50% of the students participating in a survey must have heard of Design denmark.
Communicative goal
The target audience knows, that Design denmark is an association for them (too).
Success criteria
Apart from the tactical goal, success can be measured on how many people listens to the podcast, and the number of views on social media.
Follow up campaign
When this campaign is over, the young designers and design students should know that Design denmark exists. Then it would be ideal to follow up with a campaign focused on getting sign ups, or some interesting events for the target audience.