PORTFOLIO

HUIMIAN WANG

797871

WRITING FOR MARKETING COMMUNICATION

MECM 90024 2017 SE2

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TABLE OF CONTENT

Executive Summary .................................... 2

Blogpost ....................................................... 3

Blog post commentary ................................. 8

Instagram ..................................................... 9

Instagram commentary ................................ 9

TVC Storyboard ........................................ 11

TVC Commentary ..................................... 14

Tweets 1 ..................................................... 15

Tweet Commentary 1 ................................ 16

Tweet 2 ...................................................... 16

Tweet Commentary 2 ................................ 17

References ................................................. 18

Appendixes ................................................ 19

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EXECUTIVE SUMMARY

This portfolio, including a blog post, will published on the official Huawei blog; an

Instagram post which will posted by key Instagram influencer @lichipan; and a TVC

campaign storyboard to illustrate and convey the key message based on the client

brief. This portfolio will ensure all copy is organic, assisted by two tweets posted by

@huaweimobile and @saatchi_gallery separately.

The key message throughout the entire portfolio is to express yourself bravely with

Huawei. To convey this message effectively, the timing of this campaign will be

during the Christmas period from November to December 2017. Therefore, the blog

post will be an informative article centering on creative Christmas ideas, as will the

Instagram post and one of the tweets. The TVC content will also be designed to keep

consistent with the key message in a sustainable and innovative way, with a focus on

content, rather than adapting a specific seasonal attribute as a Christmas element.

The target audience is well-educated urban Westerners working in the creative

industry, such as independent designers, architects, travel and lifestyle social media

influencers who have a distinct personal lifestyle and a good sense of aesthetic, and

interested in travel, art or any relevant topic of creativity could be effective to this

market segment.

The overall communication objective of this portfolio can be explained by the CBBE

brand resonance model (Keller, 2003). It begins with the TVC campaign and usage of

the Saatchi gallery Twitter account, commencing at the end of November in order to

build Huawei’s brand salience as an innovative, technical brand with outstanding

quality and artistic endeavour by generating emotion resonance; and then emphasising

the camera function as the second level of brand performance with the blog post and

Instagram post. At the response level, the portfolio aims to gradually build up a high-

quality, intelligent and soulful brand image when the target market is thinking of a

suitable mobile phone that fits an artistic personality. The final communication goal is

to create a commitment and strong awareness in the Western market, and finally build

up customer loyalty.

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BLOGPOST

Four soulful creative ideas to light up your Christmas

——say bye to the clichés!

Peter Thorpe / Via peterthorpephotography.blogspot.co.uk

Even though Christmas is time of a celebration, it doesn’t mean that you have to keep

trotting out the same clichés. From choosing Christmas ornaments for your tree and gifts

for your family, friends and colleagues, right through to the celebration on the day,

breaking or mixing up repetitive traditions may seem taboo. This year, let’s try something

different.

Ingenious photographic Christmas cards

Feeling sick of the boring, impersonal cards in the supermarkets? This artist is has dedicated

himself to creating unique cards with his adorable dog for the past 20 years!

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Peter Thorpe / via peterthorpephotography.blogspot.co.uk

Rather than using impersonal generic designs, Peter Thorpe, independent UK

photographer dresses his dog in various costumes to take adorable pictures for Christmas

cards. Use a real, creative photo to create your Christmas card this year, whether they are

taken by others or by you will definitely bring more originality to your Christmas!

DIY Your Christmas tree

This year, don’t worry about how to deal with your Christmas tree after Christmas. All you

need is some old magazines or books!

https://www.pinterest.com.au/pin/127719339410804974/

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This creative and clever Christmas tree is an alternative way of expressing your respect for

Christmas tradition, without having to break the bank.

Christmas celebrations——treat yourself a Christmas in the hidden tropical paradise

Escape the crowds this winter and experience a 25℃ Christmas in a treehouse resort,

which looks exactly like the home of elves we used to imagined. Wake up to the gentle

sunlight from the forest and the sound of native birds singing, surrounded by nature, while

enjoying a homemade Thai breakfast followed by a bike ride to the waterfall.

Located in a tranquil town nearby Chiengmai, Thailand; this rustic cottage is beautifully

designed by a 70-year old Thai architect who speaks fluent English and is keen to provide

you with local knowledge of the area.

http://www.chiangmaitreehouse.com/

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As a bonus for spending your Christmas in Thailand, you can also get yourself an Open

Water/Advanced Open Water scuba diving certification within one week! And you are

very likely to dive with a majestic whale shark, since Thailand has the highest chance to

spot the whale sharks. And guess what the “lowest” thing of Thailand is? The price!

Especially when comparing to most the Western Countries. If you have more time, a

solo skydiving license is also something you can gift yourself.

https://www.adventureinyou.com/thailand/best-scuba-diving-in-thailand/

What if you still have to spend your Christmas in winter weather but also craving a cool

licence? Go to the Santa Claus Village in Lapland, Finland; you will easily get an official

reindeer driving licence after experiencing the traditional Lappish mode of transport in

the Arctic Circle. It also comes with the snowy Finnish pine forest, and the open fire held

in Santa’s backyard.

http://www.livingbythesea.be/lapland-finland/

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http://www.santaclausreindeer.fi/reindeer-sleigh-ride/

Christmas gift-giving ideas

Candles, hand cream, socks and underwear may be foolproof Christmas gifts, but for

most gift recipients, these tired clichés let them know you can’t be bothered finding out

what they might like. With its outstanding dual-Leica lenses, a Huawei mobile phone

should be on your Christmas gift list of this year for that special creative in your life, so

they can capture the precious moments of their Christmas. It’s all about expressing your

life aesthetics and exploring more possibilities.

For more stunning mobile photography: @huaweimobile Instagram

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BLOG POST COMMENTARY

The feedback from the previous draft can be summarised as being more relatable to the

key message given by the client brief. Therefore, the challenge for the blog post would

be find a natural way to connect the article content to the Huawei brand, without making

it seem like a sponsored post.

The objective of the blog post is to resonate with the audience by utilising the

“Christmasphobia” psychology of the target audience as cultured creators, who typically

lead a non-clichéd lifestyle, and then to reinforce brand awareness of Huawei in that

Huawei endeavours to explore more innovative possibilities. Ultimately, the audience

will consider purchasing a Huawei smartphone as a Christmas gift for its outstanding

photographic function.

The message conveyed by this blog post is there is always a more meaningful way in

which one can spend their life, and to capture details of their life that reflect their

persona. It also implies that Huawei can empower its smartphone users to express

themselves better.

This blog post uses aesthetic pictures to visually attract the audience’s attention,

especially the quirky pictures of dogs, which is more appealing and original to readers,

since pets are a significant traffic driver for the social media marketing. (Jarski, 2013)

The structure applied from the inverted pyramid (Pottker, 2003) by using with the

headline “you can stop being a cliché this Christmas” is the pinpoint targeting

Westerners, since Christmas can become a repetitive routine.

The body of the blog post appeals to the target market by using photographs of the cards

and travelling. These ideas make it sound like they may not for everyone but it is

achievable for them, since the audience are most likely to afford an overseas holiday, and

appeal to their creative side as they are also likely to make decorations by hand. In

addition, travel is an attractive hobby for creatives, especially for the American

audiences, due to they have one of the highest outbound travel intention among all

Westerners, and this trend is still projected to increase in the following years (National

Travel and Tourism Office of U.S., 2016). Also, travel is capable in boosting traffic to

blogs (Patel, 2017). The reason for choosing Thailand is because while it is considered

primarily as a beach and backpacking destination for Westerners, there are many well-

kept hidden gems that are off the beaten track and are known only to domestic travellers.

The Huawei brand is mentioned at the end of the article a as a functional tool for the

entire Christmas plan, which is meeting the goal of relating to the brand while not being

conspicuous.

Finally, the last picture links the blog post to the Huawei Instagram account, which could

be advantageous in driving traffic to different media platforms in order to generate

organic communication. And it could generate greater outcomes if this blog post can

published in other travel bloggers’ personal blog.

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INSTAGRAM

@lichipan:

It’s still 14 days to Christmas... but I’m mentally on my holiday now! Making my

travel essential list, I’m thinking hard about what I shouldn’t bring with me? Not the

phone, it’s my must-have What’s your plan for Christmas? Here are some brilliant

tips for you: http:// (the address of Huawei blogpost) #huaweimobile #huaweigram

#christmas #nexttrip #getreadyforholiday #travellingstarterpack #travel #travelgram

(Image derived from @Huaweimobile Instagram)

INSTAGRAM COMMENTARY

The key information derived from this Instagram post is to keep the message consistent

with the original Instagram influencer’s aesthetics, tone and wording choice. In this

regard, an approachable and conversational tone should be used in Lichipan’s Instagram

post, with the wording choice being a subjective and casual style.

The purpose of this Instagram post is to plant a conscious picture in the audience’s mind:

if you want to go on a holiday, definitely bring (buy) a Huawei smartphone since it is the

one holiday item you absolutely cannot do without if you want to capture all your

important memories. The key message could be simply interpreting that Huawei

smartphone is a must-have travel essential, enabling them to create fascinating photos

and express their festive season and aesthetics creatively.

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In targeting Instagram users, we are looking for fashion enthusiasts and designers who

have a travel destination list, so that the topic of going travelling is highly searchable and

noticeable in order to compliment the overall narrative structure.

There are three significant factors in choosing Lichipan as an Instagram poster: the solid

follower base with a steady increasing rate (Klear, 2017); the artistic aesthetic layout post

content, and herself. Lichipan is a former architect based in Sydney, who started running

her Instagram as a “foodgrammer” two years ago (Meryment, 2016). However, with

distinct and individual characteristics, her Instagram account does not only post food, but

also about travel and lifestyle (see Appendix 1). Along with a similar personal

experience of working in the design industry, she became increasingly influential on

social media as a “tastemaker” and “aesthetic icon”, especially among art lovers; which

is what exactly the target audience for Huawei. Hence, choosing Lichipan as the social

media influencer could be effective for accomplishing the overall communication

objective.

Image 1: Instagram mock-up

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TVC STORYBOARD

TITLE: The Faceless World

PAGE: 3

DATE: 24/10/2017

SCENE 1: lunch break, restaurant

PANEL:3

SCENE 2: clothing store PANEL:3

(original design image)

Image derived from

https://www.pinterest.com.au/kreandra/fashion-

store/?lp=true

DIALOGUE:

Girl: Excuse me, could I have a menu?

Waiter: Here you are.

(hands her a menu)

DIALOGUE:

Girl: hmm, can I try on another colour?

Shop assistant: I’m sorry, we only have that colour

(looks apologetic)

ACTION:

1. The girl looking at the waiter asking for a menu.

2. The menu is handed to the girl

3. the menu content

ACTION:

1. The girl is looking into a mirror with a new dress, her

face does not look satisfied

2. The girl turning to the shop assistant asking for a

different colour

3. A full shot of the whole store, where all the clothes

are the same colour

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FX: N/A FX: N/A

Shot:

1. Medium shot (action 1 & 2)

2. Point-of-view shot of the girl

3. Close-up shot (action 3)

Shot:

1. Medium full shot (action1 and 2)

2. Full shot (action 3)

SCENE 3: inside a subway, full of people

PANEL: 3

SCENE4 : cinema, movie screening

PANEL: 4

image derived from http://www.allposters.com/-

sp/People-in-a-subway-all-reading-subway-oriented-

magazines-and-newspapers-New-Yorker-Cartoon-

Posters_i9190340_.html

(original design image)

DIALOGUE:

N/A

DIALOGUE:

Old lady sitting beside girl: She’s not laughing! How

odd.

The lady’s husband: Should we call the police? What a

crime.

ACTION:

1. Everyone on the subway are dressed in the same

colour, with the same posture, reading the same

magazines.

(mobile phone ringing)

2. Everyone is looking for their phone (because

everyone’s ring tone is the same)

ACTION:

1 A comedy movie is screening, and the audience is

laughing except the girl.

2.The lady sitting next to the girl is whispering to

her husband, with a disbelieving face

3.Everyone in the cinema gradually turns their heads

to the girl, with a quizzical facial expression

4.The girl starts to feel embarrassed and escapes

from her seat, running out of the cinema

FX: The ringtone sounds sudden and sharp FX:N/A

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Shot:

1. Medium full shot (action 1)

2. Master shot (action 2)

Shot:

1. Full shot (action 1)

2. loose close-up(action 2)

3. long shot (action 3)

4. medium shot to long shot(action 4)

SCENE 5: bedroom

PANEL: 5

(original design image)

DIALOGUE:

Voiceover: self-expression should be celebrated. Explore

your possibilities with Huawei.

ACTION:

1. The girl suddenly wakes up from the disturbing dream

2. Takes deep breaths

3. Jumps out of her bed to check everything is not

“faceless”, such as her clothes, items on the desk, and

her phone (Huawei)

4. Takes a selfie with her Huawei phone, adjusting the

filters and focus, and posting on social media, typing

caption as “I’m so glad to be myself in a world full of

possibilities!

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5. Ending scene

FX: presenting the subtitle of the ending tagline:

1.#selfexpression

2. Explore your possibilities with Huawei

Shot:

1. extreme close-up(action1)

2. close-up (action 2)

3. master shot/point-of-view (action 3)

4. medium-tight shot (action 4)

Casting notes

The lead character: white girl, 25-30 years old, clotheshorse, flexible facial

expressions, big smile, indistinctive accent

Shop assistant: white girl, blonde hair, pretentious smile, British accent, poker face

Extras in the subway: all dressed in the same white t-shirt, different races, all poker

faces

Old lady in cinema: silver hair, American accent, rotund body, sarcastic voice

TVC COMMENTARY

The core message of this avant-garde video campaign is that self-expression should be

encouraged and appreciated; to express yourself is the key to discovering your

possibilities. This message is conveyed through a dreamy state in the perspective of

the main female character, who is reflective of the target audience profile. The whole

story starts with her dream, where she experiences a series of extreme events of

having no choice to express herself. After she wakes up from her dream, the key

message will present through her starting to express herself as she desires.

The most valuable feedback on the TVC campaign was to find a storytelling angle

that would generate more emotional appeal, and be innovative as well as impressive.

In this case, the main idea of this TVC is derived from the basic emotion of fear,

where the target audience fears being ordinary and not have the chance to express

themselves.

The purpose of this TVC is to establishing the Huawei brand image into the Western

market as an icon with a creative brand persona and artistic endeavor, developing

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brand awareness by emotionally and visually stimulating audiences by rejecting

“being pushed to compromise rather than express yourself” in an imaginative way.

Furthermore, this TVC echoes the overall narrative regarding the theme of self-

expression and pursuing more possibilities.

The emotional focal point of the "Plutchik-wheel” theory can be used to analyse the

effectiveness of the TVC. As Plutchik (1983) stated, the emotion hierarchy can

biologically influence the memory and the way information is processed by the

audience. The emotion elements designed in this TVC are mainly “fear” and

“boredom” (of being choiceless and faceless), with a minor emotion of “surprise”

when it turns out to be a dream but it fits the reality. The emotion outside this video is

triggered by its content of “anticipation”, of self-expression and pursuing more

possibilities (see Appendix 2)

In terms of casting choices, the main character is chosen to be a reflection of the

target audience, where other cameos reflect the “faceless and tasteless people who

lack self-expression”. In this regard, the extras will chose the average everyday-look

people with unrecognizable personas.

TWEETS 1

@huaweimobile:

Explore new possibilities, express creativity and embrace a cosmopolitan you with #huawei.

The winner of #saatchiselfie. Show us your #christmas!

Image 2: Twitter mock-up

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TWEET COMMENTARY 1

This tweet assists in delivering the key message as it is written with the keywords.

Secondly, it leverages the previous brand collaboration campaign with the Saatchi

gallery, which implies that Huawei is not only a technology brand, but also endeavours

to pursue and explore more possibilities. Through the hashtag of Saatchi selfie, the

audience is able to recall the whole artistic selfie exhibition held in Saatchi London, to

reinforce the Huawei brand image. By doing this, the Saatchi self-expression exhibition

could be more sustainable and likely to gain more attention during the Christmas period.

Lastly, by using the Christmas hashtag, the searchability and audience engagement for

this tweet is optimised.

TWEET 2

@saatchi_gallery

How bland it would be if we lived in a #faceless world? Check this video out, you’ll feel

thankful for living in this world of #selfexpression

Image 3: Twitter mock-up

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TWEET COMMENTARY 2

The above reinforces the artistic brand persona of Huawei, and the Saatchi gallery

Twitter account is a suitable spokesperson, since it was evaluated as the most engaging

gallery account on Twitter (Saatchi Gallery, n.d.).

Twitter followers of Saatchi gallery will highly match Huawei’s target audience, which

are cultured, creative Westerners with a discerning personal taste and upmarket lifestyle.

The Twitter content introduces the “faceless” TVC campaign to the public, using the

Huawei brand to drive more traffic to other media platforms belonging to Huawei. The

self-expression spirit is the core of the video, which also fits the previous selfie art show

at the Saatchi Gallery.

Word count: 2634

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REFERENCES

2016 U.S. Travel and Tourism Statistics (U.S. Resident Outbound):. (2016). Retrieved

25 October 2017, from

https://travel.trade.gov/outreachpages/outbound.general_information.outbound_overvi

ew.asp

Fiske, S., Gilbert, D., & Lindzey, G. (2010). Handbook of social psychology.

Hoboken, N.J.: Wiley.

Jarski, V. (2013). Animals Taking Over Social Media [Infographic]. MarketingProfs.

Retrieved 24 October 2017, from

http://www.marketingprofs.com/chirp/2013/11321/animals-taking-over-social-media-

infographic

Keller, K. (2003). Understanding brands, branding and brand equity. Interactive

Marketing, 5(1), 7-20. http://dx.doi.org/10.1057/palgrave.im.4340213

Plutchik, R. (1983). Foundations of experimental research. New York: Harper & Row.

Li-Chi Pan ☁ (@lichipan) Instagram Influencer Analysis | Klear. (2017). Klear is

a social intelligence platform that helps brands do smarter marketing. Retrieved 25

October 2017, from https://klear.com/instagram/lichipan

Meryment, E. (2016). This one woman is changing Sydney

food. Dailytelegraph.com.au. Retrieved 24 October 2017, from

http://www.dailytelegraph.com.au/lifestyle/food/sydney-taste/meet-the-sydney-

foodgrammer-whos-attracting-1000-new-followers-every-day/news-

story/220c50d6a26b8c8a9d033f3dc6f61da2

Patel, N. (2017). Top 35 Blogging Ideas That Are Guaranteed to Be Popular. Quick

Sprout. Retrieved 24 October 2017, from

https://www.quicksprout.com/2016/08/31/top-35-blogging-ideas-that-are-guaranteed-

to-be-popular/

Plutchik, R. (1983). Foundations of experimental research. New York: Harper &

Row.

Po ttker, H. (2003). News and its communicative quality: the inverted pyramid—

when and why did it appear?. Journalism Studies, 4(4), 501-511.

http://dx.doi.org/10.1080/1461670032000136596

Saatchi Gallery. Saatchigallery.com. Retrieved 25 October 2017, from

https://www.saatchigallery.com/press/press.htm

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APPENDIXES

@lichipan Instagram content screenshot

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"Plutchik-wheel” emotion analysis in the context of the Faceless TVC