Projects > Project 4: Video-campaign across social media platforms
IGEN: Video-campaign across social media platforms
Table of contents
Project description
ATTENTION: The following project is a work of fiction and is not made for commercial purposes.
Social media is an ever-growing marketing platform for companies to reach a wider audience, and now, more than ever, the video-format has found its way into people's daily routine. Based on the Danish fashion company IGEN, my team and I were assigned to make a series of videos designed for social media for a winter-campaign advertising their "Shopper"-bags.
IGEN Shopper winter campaign, 2024
IGEN Mega Shopper and Mini Shopper, 2024
Photo shot on film set
The solution
My team and I made four different videos, each one designed for different purposes: three for social media and one for a seperate landingpage. Our social media-videos varies in length: 5-, 15- and 30-seconds long, depending on the platform for which it is shown upon. The social media-platforms in question are Instagram, Tiktok, Pinterest and Youtube. The different videos each tell a story of girlfriends meeting up and having a cosy time in the big city.
Each post links to our landingpage advertising the winter-campaign. The banner on the landingpage is a video specifically for this website, looping with the bag in focus.
IGEN Shopper winter campaign, 2024
30-second-video for social media, 2024
Edited video in Premiere Pro
IGEN Shopper winter campaign, 2024
5-second-video for social media, 2024
Edited video in Premiere Pro
IGEN Shopper winter campaign, 2024
15-second-video for social media, 2024
Edited video in Premiere Pro
IGEN Shopper winter campaign, 2024
Landingpage-video, 2024
Edited video in Premiere Pro, website prototype in Figma
IGEN Shopper winter campaign, 2024
Landingpage with banner-video, 2024
Edited video in Premiere Pro, website prototype in Figma
The process
The process of making this campaign and its videos were divided into three parts:
- Pre-production: idea generation, research, moodboard, shotlist
- Filming
- Post-production: editing, tests
Pre-production
The most important thing for my team and I was having a strong concept with a red thread between all videos and content for the campaign. While each video can be viewed independently, they should all have the same style to connect them to each other.
The common denominator is the shopper bags in focus. Our campaign rely on feelings, cosy-vibes and "hygge", telling a story between two girlfriends having a good time. To encapsulate this vibe going forward with the campaign, we made a moodboard.
IGEN Shopper winter campaign, 2024
Moodboard for video-campaign, 2024
Figjam-board in Figma
IGEN Shopper winter campaign, 2024
Snippet from storyboard for video-campaign, 2024
Pencil on paper
IGEN Shopper winter campaign, 2024
Snippet from shotlist for video-campaign, 2024
Screenshot from Google Docs
The moodboard inspired the entire pre-production stage when making storyboards, the shotlist and the videoscript.
Furthermore, in order to tie each video to each other, we wanted to have the same aesthetical choices in all videos and posts. Based on the pre-existing style found on IGEN's website, we made a styleguide for our concept--the videos as well as the landingpage--to follow. If anyone were to make these exact videos, this would be their instructions.
IGEN Shopper winter campaign, 2024
Snippet of styleguide, 2024
Frames in Figma
Filming
An entire day was dedicated to filming the footage for all four videos as well as taking pictures for any additional promotion. Based on the shotlist and videoscript, my team and I made a plan for the locations and shots we needed throughout the day.
Post-production
After filming, we worked with the post-production, editing each video in the style appropriate for the length. Each video was tested with different test-groups, each who gave us feedback for us to revise in the final product.
Finally, we made mockups and a landingpage for the videos to appear on. The landingpage is following the AIDA-model with the video being the focal point to grab the user's attention, peaking their interest with a few words on the bags before giving a call-to-action by redirecting them to the shop.
The primary target group for the campaign are young women in the ages of 15-30 years old. The campaign is specifically tailored to this demographic and so is the social media platforms, we have focused on (Instagram, Tiktok, Pinterest and Youtube).
IGEN Shopper winter campaign, 2024
AIDA-model for the landingpage, 2024
Frames in Figma
IGEN Shopper winter campaign, 2024
Figma-board, 2024
Website prototype and social media mockup in Figma
IGEN Shopper winter campaign, 2024
Wireframe landingpage, 2024
Frame in Figma
