Meg Pasha

Sinead Bidwell
Rosy Gin Portfolio

PRODUCT DESCRIPTION
Rosy Gin is our brand new premium gin based in London. When creating this gin brand we
wanted to incorporate the idea of being open to all genders. We have a campaign objective of
increasing brand awareness as well as encouraging the male sector to pick up any glass and
have a sip of our Rosy Gin, manipulating the gender stereotype of drinking pink gin.

Our USP is that our gin breaks gender stereotypes, with the versatility of serving options as well
as emphasising that the gin can be enjoyed out of any glass. The flexibility and versatility of
Rosy Gin allows it to be enjoyed in different settings and occasions.

DIFFERENCES BETWEEN AUDIO AND VIDEO ADVERTISING

For our audio advert we’ve decided to broadcast our advert on Spotify as our target age
demographic, 25-34 year olds, make up 29% of Spotify’s worldwide users which is the largest
segment. Spotify adverts are 30 seconds or less so we have to ensure that our advert fits with
this time limit. This means that we need to consider how our audience will respond to a drink
advert in this time-frame and what essential information we need to include. From looking at a
variety of campaigns we noticed that drink adverts often use ASMR (Autonomous Sensory
Meridian Response) sound effects such as fizzing bubbles and the sound of drinks being
poured. We want to incorporate ASMR and various sound effects into our own advert to entice
our audience into purchasing our gin as well as creating a cognitive connection to our
advertisement. According to Spotify’s ‘Audio ads specs and requirements’, a good quality audio
needs a bit rate of 192 kbps as well as a sample rate of 44.1kHz. We had also considered
creating a radio advert, however after doing some research we discovered that the target
audience for BBC Radio 1 is people ages 15-29 and for BBC Radio 2 it’s adults over the age of
35. This would’ve meant we would have to create 2 different versions of our audio advert to fit
the style of each radio station.

Video advertising has the benefit of visuals as well as sound meaning we can appeal to more
than one sense. We want our videos to be aesthetically pleasing and to entice our audience into
trying our gin. It’s important that the visuals go with the audio so that the advert feels like a
whole advert and not two separate pieces. However, video adverts can also have an impact by
not using sound at all. Having a silent advert makes the viewer focus on the visuals, it’s a
chance to show our product in high quality with a lot of detail in the imagery. Our video advert
will be for YouTube meaning it will need to be between 15 and 20 seconds to be a
non-skippable advert. A non-skippable advert ‘must be watched before a video can be viewed’
(YouTube Help, 2023) so we need to make sure our advert is attention grabbing to keep the
viewers entertained so they retain the information in the video. 15 - 20 seconds is industry
standard for YouTube adverts which is why it’s more important for our content to be engaging so
it stands out from other gin adverts.
Below is a table showing the benefits of audio advertising vs video advertising.
Audio Advertising Video Advertising

- It’s cost effective to create an audio - Customers can actually see the
advert as less equipment and space is product and know what they are
needed. purchasing.
- Consumers have to pay attention to - Context is provided to the audience
understand the information being quickly so they can decide if it’s right
provided so they have to be fully for them.
immersed. - Videos allow for more one than one
- Adverts can be targeted to the product to be featured meaning in the
consumer through chosen platforms future we could show off multiple
and consumers listening habits. flavours in one video.
- Consumers who listen to adverts are - A video contains the company’s logo
likely to search up the website and which makes it instantly recognisable
buy the products. to the viewer.

When planning our different adverts, we had to consider the differences from a consumer's
perspective. A radio script containing almost entirely ASMR sound effects doesn’t always fit into
a YouTube advert. For our campaign, both the Spotify and YouTube adverts are less than 30
seconds so the use of ASMR can be similar between both adverts, however the use of speech
should be different to fit the visual element. Planning for either advert requires several
pre-production documents such as:
- Risk assessments
- Call sheets
- Storyboard
- Moodboards
- Recce
- Budget
Our audio advert requires fewer documents as there will be no visual shots which means a
visual storyboard won’t be necessary however, a timeline of the advert would still be useful.
Also, a recce would look different for the audio advert as ours will be recorded in one location
whereas the videos will be filmed in multiple locations.

Looking at OfCom’s regulations for broadcasting, neither our video nor our audio advert will
violate any of the rules. As of November 2020, OfCom was given legislation over
UK-established video streaming platforms but as of March 2023 both YouTube and Spotify do
not fall into a UK-established VSP. This means our adverts don’t have to comply with the OfCom
regulations.
The table below shows what we can and can’t do based on ASA and OfCom’s regulations.
WHAT WE CAN DO WHAT WE CAN’T DO

- Be factual - Encourage binge drinking

- Show safe consumption of our gin - Imply alcohol increases confidence
- Include an element about responsible - Encourage anti-social behaviour
drinking
- Link alcohol to illicit drugs
- Include drinkaware.com
- Show that binge drinking or excessive - Show alcohol being used irresponsibly
drinking is a negative thing - Target children or under 18’s
- Make sure our advert isn’t to under - Have our adverts before videos aimed
18’s at children or under 18’s
- Show our adverts on TV after 21:00
- Play our advert during prime radio
time
Overall, the planning for our adverts will be similar as we want our campaign to be coherent so
all our adverts should have the same message and style. For both formats we need to ensure
we follow both OfCom and ASA’s regulations to prevent any potential legal issues. The biggest
difference in our planning will be planning the visual element and figuring out how to get the
highest quality video that shows off our gin.

PROJECT MANAGEMENT CONSIDERATIONS

When creating this campaign we considered how we wanted to manage this project. We
decided that while the waterfall model is more of a linear approach and determines the end goal
much more clearly, a more agile methodology for our project management allows us to
continuously improve minor technical issues and correct issues we may have faced at the
beginning of the project. We can correct anything that doesn’t match our scope and creative
direction, and ensure we have perfect pieces of content at the end of the campaign.

COMPETITOR RESEARCH & IN-DEPTH EVALUATION

We analysed the market that we are entering and found some direct and indirect competitors
with different key strengths and weaknesses which allowed us to seek a gap in the market and
unique values that we can offer our customers. From carrying out our competitive research, we
felt that many of the gin brands were focusing more on the aesthetic of drinking gin than the
drink itself, i.e the glass.
In the UK alone around 1722 gins’ have been manufactured meaning we are entering a red
ocean market as it is highly competitive. Therefore, we need to use our USP to entice
customers especially as we are a brand new company. Our marketing needs to be exciting in
order to stand out from our competitors. Establishing ourselves as a new gin brand will be
difficult with so many competitors but we have done extensive research into our competitors as
well as our target audience in the hopes we can create a unique campaign.
TARGET MARKET & IN-DEPTH EVALUATION OF SEGMENTATION IDEAS

Our target market is young to middle aged adults aged 25-35 years old. Our primary audience is
men with women being our secondary audience.

We want to market ourselves differently on different social media platforms to suit our target
demographics however, we want our campaign to remain coherent throughout. As well as our
Spotify and YouTube adverts, we have to consider the social media side of our campaign and
what platforms to use. Our chosen social media platforms are Instagram and TikTok, below are
some statistics from Khoros that show the demographics of our chosen platforms:

INSTAGRAM TIKTOK YOUTUBE

- 67% of users are - 25.11% of users are - 81% of users are

aged 18-29 and 47% 25-34 and 5.97% of aged 15-25 and 71%
of users are 30-49. users are 35-44. of users are 26-35.
- 51% of users are - 57% of users are - 46.1% of users are
female and 49% are female and 43% are female and 53.9% are
male. male. male.
- Average time on - Average time on - Average time on
Instagram is 30.1 TikTok is 95 minutes a YouTube is 45.6
minutes a day. day. minutes a day.
- 83% of uses find new - Users are 1.5x more
products and services likely to purchase
through Instagram. from TikTok than other
platforms.
- Users are 1.5x more
likely to convince a
friend or family
 member to buy a
product from TikTok.
- Users are 2.4x more
likely to create a post
and tag a brand after
buying.
(Khoros, 2022)

TikTok videos can be filmed as 15 seconds, 60 seconds or 3 minutes long which means we can
create videos for different intentions. For example, to be attention grabbing and to the point, a
video between 15 and 60 seconds would be most suitable. A 3 minute long video would be
more suitable for an in depth description of our product and our brand with testimonials. In
February 2022, King’s College London carried out a survey that found 49% of the public believe
their attention span is shorter than what it used to be. This means for us, shorter videos are
more effective as viewers will be more likely to watch the short, snappy videos over a longer,
detailed video.

In terms of behavioural segmentation we want to ensure that we separate our customers in

terms of high customer loyalty and purchasing behaviour compared to people who only
purchase on one occasion.
We want to focus on CRM (Customer Relationship Management) by identifying who returns and
purchases or engages in our social media pages repeatedly. It’s good to attract new customers
and have a strong brand awareness but it’s also good to ensure we maintain CRM with repeat
customers. To do this we will send tailor-made newsletters to our loyal customers to maintain
satisfaction, as well as customised discount codes.

We also looked at segmenting by psychographics for example what are our customers’ habits
and attitudes to purchasing our gin? When are they purchasing gin? This means we can
introduce more personalised marketing to the individuals and can explore emotional advertising,
with captions about ‘happiness’ and ‘family values’ to this segment.

When placing ourselves

on the perceptual
positioning map, we
positioned ourselves as
having a high brand
awareness as we believe
this is very important
when creating a
marketing campaign; the
initial attraction and
understanding of what is
being shown and heard on the video/audio. We also wanted to be situated in the middle for
price, as we want to be affordable but also ensure our price reflects the premium product that
we are advertising. Therefore, we decided to set our price at £24.99 per bottle using a
psychological pricing strategy.

Humans read from left to right, so our price would be perceived as £24 instead of £25 because
people focus on the digits on the left. This type of pricing strategy, would convince our
customers that they have actually saved money which means they would likely buy
our product again and therefore demand for our product increases. It also increases customer
retention as our customers are more likely to revisit the product as it seems cheaper to them.

CAMPAIGN COPYWRITING AND CREATIVES DRAFT

Instagram caption example:

‘Rosy Gin 🌹
Our new London based, premium gin
focuses purely on the gin itself and
not the glass it comes in. We want to
encourage everyone to have a sip of
our gin without caring about the glass
it is served in.
#gin #londongin
#itsjustthedrinknottheglass ‘

Interacting with our customers.

Instagram caption example
The first 10 people to click the link in our bio now will win a FREE
Rosy Gin!
CLICK NOW!
COPYWRITING FOR EFFECTIVE COMMUNICATION

We have integrated feedback surveys into our e-commerce site when people are scrolling and
purchasing. This is for customer acquisition, because it allows us to identify where most of our
customers are coming from and where we can focus our CRM.

We have incorporated newsletters into our communication mix. Applying the AIDA model, the
newsletter creates interest and desire (Smartinsights,2023). As we have added ‘first 10 people’
it also creates scarcity and the sense of urgency to sign up to the newsletter.
People aged 25-34 shop the most, and seem to be a high consumer age bracket. These people
don’t enjoy missing out therefore, it’s good to incorporate that sense of scarcity in our
communication mix. (Statista,2023).
We also want our communication mix to incorporate direct, first-person marketing by offering
incentives tailored just for the customer. This creates exclusivity as well as fitting Cialdini’s
‘Esteem Needs’ principle (Cialdini et al, 1984). Customers feel a sense of accomplishment when
they have become one of the ten people to have received a free gin.

DESIGN BRIEF EXAMPLE

Our objective:
Our objective was to create a campaign that made consumers, especially men, aware of our
brand.

Dimensions and Formats:

- TikTok video dimensions (pixels): 1080 x 1920
- TikTok character count:150
- Instagram image dimensions (pixels): square - 1080 x 1080, portrait - 1080 x 1350,
landscape - 1080 x 566
- Instagram character count: 2,200
- Instagram reels (pixels): 1080 x 1920
- YouTube video (pixels): 1280 x 720

Number of images and videos:

- Images: 2 for Instagram
- Videos: 1 for Instagram, 1 for TikTok, 1 YouTube
- Audio: 1 audio advert

Brand Voice:
- Promoting the idea of gin being for the male gender and the fact that the gin can be
drunk out of any glass.
- Making sure that the male gender are aware it’s directed to them, i.e using beer glasses,
male background when shooting the gin, utilising some stereotypes and direct
marketing.

METRICS USED TO MEASURE THE SUCCESS OF OUR CAMPAIGN

When we began analysing what metrics we should use to measure the success of our
campaign, we did think about visiting a PPC agency for an initial client consultation but using
our own knowledge we decided to come up with our own metrics that we believed were
effective.
As our campaign objective is to increase brand awareness, we have considered these
metrics:

- The number of interactions with our posts vs how many views the posts get
- The number of men seeing our posts vs women (on TikTok)

- The number of followers vs non-followers seeing our posts (on Instagram) - helps us
reach a new audience, with different psychographic segmentations, i.e interests, and
lifestyle. It can also help us to see if we have a strong online presence and whether our
content is impactful to more than just our target audience.

- Engagement rate per follower (TikTok & Instagram) - this allows us to identify who
interacts with our content the most, but also allows us to analyse which social media is
performing the best. It also allows us to see if the content we are producing is of high
quality and being understood well by our audience.

- Scroll reach (0-100, this allows us to analyse whether people are engaged in our site,
and are scrolling to the bottom) - helps us indicate the interest we are getting from our
audience. It measures how many people actually saw the content we put up on our
website or social media pages and gains raw data.

Both Instagram and TikTok have an ‘insights’ or ‘analytics’ section which means we are able to
track the progress of our campaign once it is posted.

Barriers which might prevent our campaign from reaching particular

segments of our target market

In terms of psychographic segmentation, our target market lifestyle is fast-paced, therefore,

asking for too much from our customers, i.e filling out a newsletter can lead to abandonment
quickly, so ensuring that our newsletter requires little to no effort to fill out is practical for our
target market.

Our target market is aged 25-35 but only 15% of this demographic listens to audio ads (Statista,
2023). This indicates that a radio campaign may not reach enough of our target market. We also
discovered that the age bracket we are advertising to listen to different radio stations so, it would
be difficult to create different versions of our audio advertisement to fit each age bracket within
our target market.
 ANALYSING THE RISK - RISK ASSESSMENT FORM

Prior to shooting our content, we decided to analyse the risks that could occur by
completing a detailed risk assessment to weigh out how likely the risks are to occur and
what we can do to minimise the risks to ensure that they won’t happen. After looking at
the risk assessment, we decided to look at other pre-production documents to help us
plan out our campaign.

Risk assessment form:

Event: ROSY GIN video and audio campaign Date: March 2023 Location: London, United
Kingdom

(1) (2) (3) (4) (5) (6)

Activity / Area of Concern Hazards Identified Persons at Risk Current Risk Actions to be Taken to Minimise each Risk New Risk
Factor Factor
i.e.: What is i.e.: what can cause i.e.: who could be i.e.: what action can you take to lower the
taking place as part of the harm? harmed by the (high, medium level of risk (high,
event? hazard? or low) medium or
low)
i.e.: risk
factor
after action
taken to
minimise the
risk

Working with glasses and glass If any of the glass items Anyone who we ask High. Accidents Ensuring that we use plastic as much as possible. Medium
bottles get dropped or knocked to help film with us. happen and it
over, the glass could would be easy to Ensure soft surfaces so that the glass does not
cut someone. knock something smash when dropped.
over
unintentionally.
Employees working under the Delayed reactions Anyone who is High. Ensure that absolutely NO alcohol is consumed in the Low
influence of alcohol influenced and Anything can studio and on set.
Breakage of equipment around influenced happen under the
people influence of Make everyone sign a declaration.
Fights alcohol which can
cause danger
and harm to
themselves or
others.
Could drop the camera or any Means content cannot Everyone who is Medium, it is Ensure that equipment is placed into a protective bag Low
equipment when entering the be taken, especially involved in the possible to to ensure if the item is dropped the impact of it
premises. when we have a campaign happen but not breaking is low.
deadline of when going to harm
content must be taken. individuals.
Spillages Electrical faults, Anyone who is near High, this can Ensure that appropriate people and the same people Medium
damage to clothing and the liquids being cause harm to are handling drinks.
filming equipment. used. people around
the area at the
time.
 Budget for Hardware:

EQUIPMENT MODEL / SPECIFICS PRICE REASON

Camera Canon DSLR 600D £300 (Self-owned - free) The cameras are for taking high quality photos for our
campaign.

Phone iPhone 11 £439 from John Lewis, no longer We will use our phones to record the videos for Tiktok
available from Apple directly and Instagram as it is the easiest way to upload directly
(Self-owned - free) to the two platforms. Both our phones have high
quality cameras.

Ring Light Ring Light 10" with 67" Extended £23.99 from Amazon (Self-owned The ring light will be used to hold the phone stable while
Tripod Stand & Phone Holder - free) shooting content. It will also be a light source.

Apple MacBook Pro 13 inch, 2020 £1549 (Self-owned - free) Both of us own Apple products meaning it is easy to
share documents and assets from one device to
another. Our Apple MacBooks are compatible with
Adobe software which is how we are editing our assets.

Glasses Tumblers £25 from various retailers The glasses will be props for our images and videos.
Fishbowls

Gin Bottle Haysmith’s Bramble Blackberries £15 from Aldi Gin bottle would be used as a prop bottle for use to
and Raspberries wrap a label around.

Food Strawberries £2.20 from Tesco The strawberries will be used as garnishes on our drinks
for our filming and photo shoots.

Flowers Roses £6 from Tesco The flowers will be props for our images and videos.

Stirrer Metal Reusable Straws £3 from Asda The straws will be props for our images and videos.

Wooden Slice Dark wooden slice £4.50 from Hobbycraft The wooden slice will be used as a prop in our shoot as a
base for our glasses to stand on.

Black card roll of black card, £4 from Hobbycraft The card will be used to create an infinity curve for our
background.

Budget for Software:

EQUIPMENT TYPE EQUIPMENT MODEL PRICE REASON

Adobe Photoshop V 24.3 £19.97 a month (Free to We will be using Photoshop to create images
use as a student) and edit assets. Photoshop is a good software
to create mock-up designs of our product.

Adobe Illustrator V 27.4 £19.97 a month (Free to Illustrator will be used to design our logo. In
use as a student) previous projects, we have used Illustrator to
create logos that have been to a high standard.

Premiere Pro V 23.2 £19.97 a month (Free to Premiere Pro will be used to edit our videos as
use as a student) it’s a software we are familiar with and it has
features to make the video high quality such as
being able to remove shakiness.

Adobe Lightroom V 6.2 £9.98 a month (Free to use Lightroom will be used to make small edits to
as a student) images rather than major changes. Lightroom is
useful for making minor tweaks such as
changing the saturation.

Adobe Audition V 23.3 £19.97 a month (Free to Adobe Audition will be used to create our
use as a student) audio advert. This is because it’s a professional
software with features that ensure we have a
high quality audio.

CALL SHEET
REFERENCES:

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https://khoros.com/resources/social-media-demographics-guide (Accessed: March 1st
2023)
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2023)
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