You are a brand manager of an umbrella brand of your choice*. Your mission is to feature your brand portfolio in the next James Bond film set for release in 2023. In order to do this, you need to convince EON productions that your brand is a good fit for the franchise. As the key cinema going audience is between 15-24 you want to show how well your brand successfully engages with this younger demographic through TikTok, resulting in fan awareness and engagement not reached on other social platforms.
A cluttered brandscape demands unique and engaging content. Enter TikTok: with more than 800 million active users worldwide, TikTok is taking app stores by storm and is now a worthy competitor to Snapchat and Instagram. Brands are therefore starting to experiment with TikTok’s video marketing opportunities. In this assignment you need to design a TikTok Challenge which will both showcase one or more of your product brands and reflect brand values that are in line with the Bond brand. While you do not have to cross-promote Bond (e.g. through tagging or co-branding) you can do so.
Write a 500 word brief[1] which describes your branding strategy for the TikTok Challenge. The brief should describe your target audience (be specific – which TikTok communities are you targeting?), suggested use of hashtags, why you think your challenge will go viral and how it will benefit and fit in with the Bond brandscape.
**Please note that although both assignments are practical, I will still expect you to engage with the academic literature and do research. You should access marketing-specific journals (e.g. Journal of Consumer Research, Journal of Marketing Management, Journal of Macromarketing, Journal of Marketing, Journal of Consumer Culture) to provide theoretical support for ALL your suggestions. Make use of the course readings as well. Please see the student handbook for more information as to how to accurately reference.
**TIKTOK VIDEO ATTACHED
* An umbrella brand is a single name and logo that is on two or more related products that serve different needs. The brand should be an already existing brand, not an imaginary one. It can, however, be a non-profit, celebrity or place brand.
[1] Assignments should be submitted in Times New Roman, Size 12, with either 1.5 or 2.0 line spacing. References do not count as part of the word count.
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