Brief (Dummy): Develop a digital awareness campaign for The Guardian Nigeria.
Objective: Create WOM for The Guardian Nigeria.
Brand Proposition: Guardian is a news platform that holds dear the values of ethical and professional journalism. We go the extra mile to ensure that we deliver reliable reports to our readers. Our unique value proposition lies in the RELIABILITY of our reports.
Target audience:
Gender: Male, female, non-binary
SEC: Upper and middle section
Status: Educated, left-leaning
Age: 25 - 60
Geographical location: Nigeria
Insight: I want to know what’s going on around me but you can’t trust what you read in the news these days, with gossip and rumors becoming headline stories. If only I could find a platform which can serve as my go-to for reliable news.
Big idea: Reliable news
Rationale: Consumers rely on the news for information. Unfortunately, ethical journalism is going extinct and the culture of fake news is taking its place. Headline stories are taken with a pinch of salt. Guardian News is aware of this treat, so we prioritize fact-checking and ethical practice to ensure that our readers have access to reliable reports. Therefore, this campaign will reiterate the unique offering of our brand, which is reliability #RE-LIE-ABLE
#GUARDIAN.
Brand: Guardian Nigeria
Role: Strategist, Copywriter
Date: July 2019
Campaign Creative Posters