April 24, 2016
Creative Strategy Brief
What is the objective, the purpose of the project?
The purpose of this project is to help LasikPlus reach out to a younger market.
Tumblr is targeted towards a younger audience, so by having a presence on Tumblr,
LasikPlus has the opportunity to better target these individuals. Tumblr will allow
LasikPlus to generate content that will effectively engage users as well as raise
brand awareness among younger individuals.
What are we going to tell our target and how are we going to tell it?
The LasikPlus presence on Tumblr will serve to raise brand awareness as well as
educate the younger audience about LasikPlus, its benefits, and why they should
consider LasikPlus. This will be accomplished through original posts that convey
LasikPlus’ vision, mission, and voice. Posting creative and fun content is important,
but promoting the LasikPlus brand is equally important. To keep this balanced
appropriately, I propose a 1:5 ratio of promotional, company-related content versus
general content. Company-related and promotional content could include patient
success stories, photos from company-sponsored events, etc. Content is key for
Tumblr, because we want to generate user interaction. So it will be important to
stay up-to-date on what the popular trends are. Most recently GIFs have been really
big on Tumblr. LasikPlus could utilize GIFs in a way similar to Coke’s GIFtheFeeling.
If LasikPlus were to make posts about reactions to how you feel after Lasik surgery.
Another way to market to the Tumblr audience is to adopt a tone that’s playful and
fun, but still promotes the brand. Denny’s is a really good example of a brand that
utilizes Tumblr well. They post content that is funny, relatable, and it’s eye-catching.
LasikPlus could use Denny’s page as a model from which to develop their presence
What are our interaction goals?
LasikPlus will create original content and post it to Tumblr to evoke a response from
other users. This response can come in the form of a reblog, like, reply, or a direct
message. Our goal is to engage with Tumblr users to promote the LasikPlus brand.
To be successful on Tumblr, we will need to be able to actively engage Tumblr users
so that they are able to connect with LasikPlus. By utilizing tags, we will be able to
reach a broader audience outside of those users that follows us directly. We want to
target a younger audience to raise awareness about the LasikPlus brand as well
about Lasik surgery and how it could benefit them at such a young age. LasikPlus is
hoping to reach out to this audience when they’re younger so that they know what
their options are. However, it may not always be an option, financially, for them so
the biggest goal is to create a positive brand image with this target market so that in
the future they will have that brand recognition and positive association with the
What impact or role do we want users to have with the message?
With the message conveyed through Tumblr, the goal is to gain brand awareness as
well as promote Lasik surgery. We want users to be able to recall the LasikPlus
brand as well as associate the voice and tone conveyed through Tumblr along with
the LasikPlus brand. Our hope is that these Tumblr users are able to connect with
LasikPlus to the point where they would feel comfortable reaching out to us with
any questions that they have in the event that they do what to pursue Lasik surgery.
What kind of social currency does our target have? (i.e., To what extent do users share their
experience with our brand as part of their everyday lives?)
With Tumblr, specifically, we want users to share our posts and their experiences
with others. If a user encounters a post that they find funny or informative, we want
for them to reblog it and share that post with other people. If they have had Lasik
surgery, we want them to share their testimonial with other people and with us so
that we can promote their story. With Tumblr, it will be key for users to share their
experiences with our brand with other people.
How will we measure the effectiveness of the creative?
Interaction will be the biggest measure of effectiveness for this campaign. The goal
is to raise brand awareness, so by getting likes, reblogs, messages, etc. we’ll be
effectively raising brand awareness. We could also track procedures and the age of
the patients getting Lasik. If there is an increase in Lasik procedures done on
younger patients, that would also indicate a successful campaign.