Smart Start Transmedia Campaign
Smart Start logo
Smart Start is a big, box baby store that meet the needs of parents with children ages newborn to five years old. The project below is the strategy for a four-part transmedia campaign, "share your moments." The campaign's purpose is to promote a human-focused campaign and elicit consumer involvement in the brand. This helps to develop a familiarity between the brand and the target audience. Below are the varying media forms I chose to promote for this campaign.
This commercial is the beginning of the Smart Start "share your moments" transmedia campaign. It tells the story of a little girl in reverse, as these moments all include Smart Start. The clothes, the shoes, the toys, even things bought before her birth are shared in this commercial. The audience is then give an opportunity to participate in a similar experience by visiting Smart Start's Facebook page.
The Facebook page was the second part of the brand's transmedia campaign. The audience can share their children's moments, or Smart Start experiences, with the company and other families. By doing this, they are automatically entered for a chance to be a part of the campaign. Doing this creates a bond between the company and the consumer. Using real people, real experiences, produces trust and value in a brand as opposed to using stock models.
The third installation of this strategy is the print ads. Once families are chosen, either through a social media poll or judged by a company appointed panel, they become part of the brand's campaign. They are then placed on print adverting, billboards, social media sites, and the Smart Start website.
The final portion of the campaign is the website. These websites were created to feel warm and inviting. They create a sense of youthfulness. After sending out a survey to test the effectiveness and efficiency of the design, the overall consensus was that the design was indeed easy to use, functional and aesthetically pleasing. I did, however, change the original "blog" to "stories". As one respondent's feedback was that it would be confusing to find the stories if the audience didn't know where to look without having to search for it.
