INTRODUCTION: For many of the social media projects I have worked on the objective has been to promote an existing campaign that lives on the company's website the purpose of the social content is then to drive traffic to the original content like a sale or blog post. These types of media are usually a little easier to create because the concept and development process has already been done and all that is needed is to re-work the artwork to accommodate the size and content requirements of the social setting. However some projects exist with the sole purpose of engagement and do not have parent creatives to set the design concept of the project.
Below is the thought process that went into a couple of the above social graphics with the sole purpose was engagment:
FORUM CONVERSATION STARTER: To understand why this project is important one needs to understand the market and setting for which it would be displayed. Our project was launched during a time when Taylormade, a well know golf company had released an extravagant number of golf club designs within a single season. It was also the opinion of many golfers that the clubs were getting more bold with each new design. Our company at the time had the privilege of being moderators of a number of golf forums where many golfers got their information about new clubs and golf news.
There was a lot of talk on the forums about all the new Taylormade drivers. Every once in awhile companies would leak information or photos of new clubs they had coming. With all this recent talk our team decided we should come up with an outrageous design of our own. The club would need to be just cool enough that it would get passed around and talked about. In the old days some clubs were made of wood so why not take a modern day club and dress it up to have a wood finish. The idea was simple and would be easy to create however the payoff could be big and it was.
After we launched the teaser images of our fictitious clubs the news spread all over the community everyone wanted to see what they looked like even if they were not real. By the time the traffic to our post died down weeks later anyone who didn't know the name golfdiscount.com was now aware that we existed.
NATIONAL RAT CATCHER'S DAY: This project was all about the creative use of photoshop. The easy thing to do would have been to find a picture of the Pied Piper or a rat trap but I thought we could get a little more creative than that and combined some images to make something that was nostalgic looking and relevant to theme. The original photo consisted of simply the McLendon Hardware parking lot. The van and extermination graphics was added to the picture and made to match the look and feel of the original photo.