Location
Comstock Memorial Union, MSUM
Document Type
Poster
Event Website
https://www.mnstate.edu/sac/
Start Date
23-4-2024 12:00 AM
Publication Date
April 2024
Description
Absolutely Not, a video podcast created by Michael Claymore (alias) and Scott Guy, hired MSUM Flypaper Creative Services, a student-run agency, to create an awareness campaign. What began as a COVID-era project between Michael and Scott, Absolutely Not has grown into a widely viewed YouTube channel due to promotions on TikTok and Instagram. Research: This project began spring 2023 with a three-member team of students enrolled in COMM 379: Ad Agency Practicum, commonly known as MSUM Flypaper Creative Services. The client continued to use our services fall 2023 with Kyle Schmidt (team lead), Morgan Bachelor, Noah Swegarden, and Sheyenne Norberg. & Audience research conducted spring 2023 indicated viewers appreciate "dry humor and dark and sarcastic humor." The research was conducted via an online survey that was promoted on social media and news releases. A majority of the respondents were female (60%) and students of MSUM. The objective for the campaign was to raise awareness about Absolutely Not, in particular on our campus. Planning: Resources available to the Absolutely Not team include Canva Pro to develop posts and thumbnails, Sprout Social for analytics, Microsoft Teams for sharing, and Zoom for client meetings. Team members met with the clients twice each month. The focus for September 2023 was creating the brand assets, such as the thumbnail template for YouTube and creating the general workflow of getting content posted on a weekly basis. Each team member was given specific tasks that best support their pre-established set of skills. Execution: At the start of the campaign, the main focus was putting a steady stream of weekly content on YouTube. Once we had enough content released and analyzed video performance, we were able to boost YouTube videos in addition to distributing print flyers on campus. Absolutely Not paid a flat fee of $300 to MSUM Flypaper Creative Services each semester. Using the 80/20 rule, 20% ($60) of the fee was available for advertising. The printing cost for fliers was $15 and we boosted YouTube videos for $20. We are in the process of analyzing the boosted videos and will determine how best to proceed based on the results. Evaluation: The campaign, which began September 2023, was to reach 500 total views on YouTube by February 15, 2023. This goal was reached with over 1,750 views total. All content was organic and shared by MSUM Flypaper via TikTok and Instagram, directing viewers to follow Absolutely Not on YouTube. As of February 15, 2024, the client had 43 followers on YouTube and is gaining substantial growth on TikTok, garnering over 1,700 views.
Absolutely Not Brand Awareness Campaign
Comstock Memorial Union, MSUM
Absolutely Not, a video podcast created by Michael Claymore (alias) and Scott Guy, hired MSUM Flypaper Creative Services, a student-run agency, to create an awareness campaign. What began as a COVID-era project between Michael and Scott, Absolutely Not has grown into a widely viewed YouTube channel due to promotions on TikTok and Instagram. Research: This project began spring 2023 with a three-member team of students enrolled in COMM 379: Ad Agency Practicum, commonly known as MSUM Flypaper Creative Services. The client continued to use our services fall 2023 with Kyle Schmidt (team lead), Morgan Bachelor, Noah Swegarden, and Sheyenne Norberg. & Audience research conducted spring 2023 indicated viewers appreciate "dry humor and dark and sarcastic humor." The research was conducted via an online survey that was promoted on social media and news releases. A majority of the respondents were female (60%) and students of MSUM. The objective for the campaign was to raise awareness about Absolutely Not, in particular on our campus. Planning: Resources available to the Absolutely Not team include Canva Pro to develop posts and thumbnails, Sprout Social for analytics, Microsoft Teams for sharing, and Zoom for client meetings. Team members met with the clients twice each month. The focus for September 2023 was creating the brand assets, such as the thumbnail template for YouTube and creating the general workflow of getting content posted on a weekly basis. Each team member was given specific tasks that best support their pre-established set of skills. Execution: At the start of the campaign, the main focus was putting a steady stream of weekly content on YouTube. Once we had enough content released and analyzed video performance, we were able to boost YouTube videos in addition to distributing print flyers on campus. Absolutely Not paid a flat fee of $300 to MSUM Flypaper Creative Services each semester. Using the 80/20 rule, 20% ($60) of the fee was available for advertising. The printing cost for fliers was $15 and we boosted YouTube videos for $20. We are in the process of analyzing the boosted videos and will determine how best to proceed based on the results. Evaluation: The campaign, which began September 2023, was to reach 500 total views on YouTube by February 15, 2023. This goal was reached with over 1,750 views total. All content was organic and shared by MSUM Flypaper via TikTok and Instagram, directing viewers to follow Absolutely Not on YouTube. As of February 15, 2024, the client had 43 followers on YouTube and is gaining substantial growth on TikTok, garnering over 1,700 views.
https://red.mnstate.edu/sac/2024/cbac/5