There were 3 objectives to the project: authentically communicate a sustainability message to a Gen Z audience; enhance brand awareness and brand engagement through a collaboration/event (Zen Studio pop-up); and increase social media followers across Facebook & TikTok accounts.

I carried out an in-depth situation analysis of the brand, including category and market research, current marketing communications tactics, application of the 5 P's (price, place, promotion, product and people), target audience, and competitors, providing an outlook of the current position of the brand and therefore guidance on how to achieve the objectives from the client brief.

I used the SMART framework to expand the breadth of each objective, and used the AIDA framework to raise awareness and interest of the brand to consumers. Being an engaging brand will push consumer’s desire to have more involvement with Stories Behind Things and their mission, which in turn creates action within them that is shown through word-of-mouth communication, sharing experiences, following of social media accounts and in the long-run, living a more sustainable lifestyle.