A Re-branding Marketing Campaign for a company with long-loved skincare products

This is a complete marketing re-branding project that symbolize the diversity of my background – a BBA degree holder with Marketing Major, a 14-year front-line sales personnel with strong storytelling skills, and a passionate New Media Creative with the full-scale ability of Video production.
Key Skills
  • Project management
  • Branding
  • Video Production
My Takeaway

“A cohesive brand story makes the brand identity strong.”

Company
Fictitious Skincare company
Role
  • Marketing Manager
  • Video Creator
Total Hours
30 hours
Project dates
(1) Jun 29 2023 – Jul 28 2023
(2) Nov 13 2023 – Dec 8 2023
Contributors
  • Logo Designer, Actor - Kreesha Benito
  • Web developer and Product Designer - Lexi Dugo
  • Fellow Videographer - Parisa Bornoosh
Technical Info
  • Adobe Photoshop
  • Storyboarder
  • Adobe Premiere
  • Adobe Audition

Project Goals

  • (1) To plan a re-branding marketing campaign for a skincare company “beauty.com”, including creation of new brand style guide with thoughts and meaning, marketing strategy for repositioning prime product with new slogan, creation of website and social media mock ups;
  • (2) To create a story board for a Video Commercial to sell the new rebranded image and its prime product;
  • (3) To produce, film and edit the Video Commercial into a 2.5-minute long mp4 ready to be posted on Youtube channel.

The Process

This is a complete marketing re-branding project that symbolize the diversity of my background – a BBA degree holder with Marketing Major, a 14-year front-line sales personnel with strong storytelling skills, and a passionate New Media Creative with the full-scale ability of Video production.

This large project was covered in the “Storytelling” and “Video Storytelling” courses in our New Media Design and Web Development Program in BCIT.

Marketing Campaign

We had selected to compile a marketing campaign for the fictitious skincare company“beauty.com”. The campaign includes: a business presentation to the client of the marketing,with new logo design and color palette, product positioning, refined target audience,business slogan, website mock up and social media channels mock up.

We have come up with the background setting of the company that they had this patented technology of infusing premium Lavender and Chamomile essential oils into their skincare product to soothe and calm the skin. As such, we had suggested to re-brand the company name as “SleepingBeauty.com”, to signify their prime product - The Night Cream Mask,which were their customer's long-term favourite to improve skin condition while they sleep with the minimal effort, like the Sleeping Beauty Princess.

I was the Branding/Marketing Manager in this project to come up with the creative use of adding the “Sleeping” element into the brand name, so that major part of the client's brand strength was preserved, while new elements were added as an enhancer to highlight their prime product.

Storyboard Creation

We were introduced a new software - The StoryBoarder, to compose of the story board of the Video Commercial. I had managed to learn how to use this software very quickly and produced 27 boards, with 19 planned shots and an estimation of 2 minutes and 23 seconds. The story board was also designed pragmatically in view of our capability and available resources when filming.

Video Commercial Production

Thanks to the well-planned story board produced earlier, the team managed to film new footage efficiently in only 3 hours. It was smooth and easy to handle as the story line was designed according to our capability in the first place. The final video produced were 90% similar to the ordinal story board with addition of the 140 b-roll footage that I took on daily basis to composite a more interesting video. This requires Video editing skills in Adobe Premiere Pro including video composition, transitions, color correction, creative usage of sound effects, managing average volume and sound quality in Adobe Audition.