extra gum : Social media Content creation
Client : Extra Gum, a Mars product.
The Brief: To envision the artistic direction of Extra Gum on social media, and to create content that reflects that vision.
What was done : Brand Identity, Communication Strategy, Marketing Strategy, Key Visuals
brand analysis
The first steps taken before envisioning a direction for Extra Gum’s social media was to analyze current tone of voice, themes and the visual communication of the brand. Focusing on what the target user relates to and responds to, was important on figuring out the right artistic direction
A mood board of images that reflected the analysis was key in the development of the artistic direction. Creating a trend paired with imagery that sparked an emotion was the overarching theme of the artistic direction.
The concept
Creating an emotional connection with the brand was the focus of this social media content strategy. Encouraging users to paint the world with how they’re #beingextra.
People always remember things they have an emotional connection with, and by associating the Extra Gum brand to a “feel good, do good” imagery allows for consumers to remember the brand as such.
STORY BUILD
To expand on the idea of creating emotional sparks with consumers several “story builds” were explored for future posts. The vision of Extra Gum’s future content was to create content which could resonate with their audience. By creating an emotional connection Extra Gum is able to share honest, candid and approachable content that makes consumers connect with the brand.
