CREATIVE BRAND STRATEGY : TASK 01
|| 22/04/25-13/05/25
|| Sun Jia Yi / 0370449
|| Creative Brand Strategy / Bachelor of Design (Honours) in Creative Media
|| Task 01:Case study & Campaign Proposal
TABLE OF CONTENTS
1. Lectures
2. Instructions
3. Feedback
4. Reflection
5. Further Reading
LECTURES
Week 01:
Today, during our inaugural class, Mr.fauzi offered us a concise
introduction to the course. Below are the notes I recorded:
In this course, you will acquire skills to develop strategies for a
brand. It requires creativity approached in a more conceptual manner.
This module consists of half conceptualizing a brand and the other half
executing that concept. It involves an in-depth visual strategy
utilizing graphics that will be ingrained in the consumer's mind.
In this module, the target audience must be thoroughly researched and
mapped out. Assess what they would encounter with the brand. Learn to
articulate problems in order to identify the optimal solutions for
brands. Your objective is to resolve an issue.
Submissions may need to be presented, allowing us to learn from one
another.
Task 01 consists of two main components:
1A. Case Study
Consider examples such as Shopee's 11.11 Sales, Nike's Just Do It, and
Diversity. Select one campaign and analyze its brand strategy. Gain an
understanding of the brand experience. Review the essential visuals and
their applications.
For instance:
You may discuss Nike as a fitness brand and the underlying concept of JUST
DO IT. Subsequently, identify the purpose or strategy and the message it
conveys. Explore the brand's vision and mission. Deconstruct it based on
the selected campaign. Discuss how the brand has been perceived or
responded to by its target audience. Finally, identify the key visuals,
including typography, graphics, photography, and visual style, among
others.
1B. Campaign Proposal
This can involve launching a new product, introducing a new personality,
or raising awareness. You are free to propose any type of brand campaign.
Select a well-established brand and consider what campaign would be
appropriate for it. Your proposal must include a campaign description,
narrative, objectives, and purpose, along with key terms (refer to
MIB).
Both components are due in Week 04 and should be presented.
Task 02.
Create a Brand narrative and formulate a design brief.
The design brief must include the campaign title, communication
objectives, and primary message.
2A. Touch Points may encompass applications, posters, social media
platforms, websites, etc. Conduct research on the application of the
concept. Choose only the most pertinent options.
2B: Create mood boards, color schemes, typography, visual style, and
overall aesthetic. Take all factors into account.
Task 03
Final Execution: Prepare a presentation deck for the campaign. Begin by
creating key visuals. This should include a website, social media
content, an introductory video, and one additional element. It is
permissible to include more than four components.
Lecture 01: Introduction to Module
The slides from Lecture 01 essentially summarized the preceding notes,
but I found the initial slides particularly engaging as they introduced
Brand Strategy and Brand Experience. This provided me with a
foundational understanding before delving into the first task.
Lecture 02: The Branding Process
To summarize this lecture:
A brand influences a company's conduct, reputation, and customer
experience.
For a brand to thrive, it must be capable of evolving as the market
develops.
The various stages and roles involved in brand development.
Fig 1.1 Brand Development Stages (Week 1)
Brand Development Process: Establishing a brand strategy > Creative
execution > Creative implementation > Communicating the brand
Campaign: A sustained effort to convey a message to the audience that
typically endures for an extended duration.
Concept Campaign: A compelling idea or hook that persuades audiences to
take action. (For instance: Nike's "Just Do It" and the Red Ribbon
campaign)
Cause Campaign: Aims to enhance society while simultaneously boosting
profits through activist messaging. It promotes a particular idea, goal,
or cause rather than a product or service.
Event Campaign: Also referred to as experiential marketing, it employs
virtual or in-person experiences to educate consumers about products,
services, and businesses.
Launch Campaign: Achieves a specific marketing objective to generate
interest and enhance reputation.
Personality Campaign: Elevates an individual's reputation and career
from relative obscurity to significant visibility.
SWOT= Strengths, Weaknesses, Opportunities, Threats
Facilitates decision-making to initiate new projects, refine policies,
and explore opportunities.
Customer Journey Map: Outlines the consumer's interactions with the
brand from beginning to end.
Requirements: Customer perspectives, Touch points, Customer Segments.
Lecture 03: The Creative Brief
The competitive frame of reference:
Fig 1.2 Competitive Frame of Reference (Week
1)
Big idea: A fundamental message that supports all aspects of a campaign
to connect with a broad audience.
Fig 1.3 Big Idea (Week 1)
Lecture 04: TouchPoints
Touch points refer to the interactions and exposures that consumers
experience with each brand.
Three-Step Process:
Step 01: Compile a comprehensive list of the Brand Marketing
Activities and Touchpoints throughout the stages of the Customer
Journey Map.
Step 02: Prioritize the touchpoints based on their potential impact
and the level of ease for implementation.
Step 03: Position the prioritized Brand Marketing activities and
touchpoints along the Customer Journey Map.
INSTRUCTIONS
This is the Module Information Booklet for this
Module:
Task 01(A): Case Study
Following Ms. Lilian's briefing on Task 01(A), I contemplated
several ideas for my case study. Here are a few of them:
Fenty Beauty – Shade-Matching Tour
La Mer – Hydration Experience
Torriden - Dive Into Splash Pop‑Up
Ultimately, I chose to focus on Torriden -Dive Into Splash Pop‑Up , as it resonated with me the most.
To begin, I proceeded to explore the Torriden website, aiming to
examine their social media presence and locate articles related to
the campaign itself. Below is the working document I utilized:
Fig 2.1 Torriden Case Study (Week 2)
Please be advised that the document mentioned above serves as my
working document. Therefore, all content within it should not be
regarded as equivalent to that of the Final Submission.
Once I had gathered the majority of my data, I chose to search for
a slide template that would complement the campaign.
Fig 2.2 Making the Slides (Week 2)
Task 01(B): Campaign Proposal
First, I considered which brand to base my promotional campaign on. During my recent semester break trip, I fell in love with a renowned Korean skincare brand called torriden. I discovered this brand on Olive Young, and ultimately, I was so impressed by the efficacy and formulation of the product they recommended to me!
I noticed that despite their notable achievements in the Korean cosmetics industry, they remain relatively unknown outside Korea. Browsing their website and social media gave me a clear idea why. Their website is entirely in Korean with no English language option (making it difficult to engage with them directly unless through third-party sellers like Olive Young and Shopee). As for their Instagram account, they primarily post in Korean, occasionally using English or Japanese.
Fig 2.3 Torriden's Website & Instagram (Week
2)
Therefore, I knew I wanted to make torriden the focal point of my
campaign.
Initially, I hoped to launch a campaign that would expand torriden's audience globally, especially considering their unique selling point centered on hydration. I jotted down some notes for Mr.fauzi to introduce my preliminary ideas to her.
After receiving her feedback, I gained a clearer understanding of the approach: prioritizing the promotion of the torriden brand within Malaysia. Consequently, I decided to launch a campaign to elevate awareness of torriden, making its skincare philosophy more accessible and internationally recognized.
First, I organized all my ideas, thoughts, and research findings into a Google Doc for easy reference. Below is the version from Week 3.
Fig 2.4 Torriden Campaign Proposal- Draft docs (Week
3)
I Started working on my slides during this week 3 . I Used this
template for the slide.
Fig 2.5 Torriden Campaign ideation Slides Progression (Week
3)
Once more, after receiving helpful criticism from Ms. Lilian, I saw I
needed to try to come up with better ways to present my campaign. As a
result, I kept working on my project. I worked on the slides and my
draft document simultaneously in order to have peace of mind. This
allowed me to examine my thought process and work on my slides
effectively at the same time.
Fig 2.6 Torriden Campaign Overview Draft Document (Week
4)
Fig 2.7 Torriden Campaign Overview Sides progression
(Week 4)
FINAL SUBMISSION
Task 01(A): Case Study and 01 (B) Campaign
proposal
Fig 3.1 Torriden Task 1(A and B) Slides
Link to Slides
FEEDBACK
Week 2
Task 1(B): The lecturer suggested that I shouldn't focus the activity on Torriden's global promotion, but rather on Torriden's promotion and marketing in Malaysia. Remember to plan your touchpoints carefully; you can refer to case study on Innisfree.
Week 3
Task 1(A): The slides were very concise and accurate, and the understanding of the framework and case study was also very good.
Task 1(B): Regarding the SWOT analysis, the weakness analysis was not precise enough and the explanation was somewhat insufficient. Regarding brand positioning, although it was good, more attention needs to be paid to Torriden's brand influence in Malaysia. Regarding the customer journey map, the lecturer suggested that I focus on touchpoints, because other factors (business objectives, KPIs, etc.) are based on touchpoints.
REFLECTION
Experience
For Task 01(A), I found the whole process very enjoyable because I was able to learn more about the campaign. This made me want to reuse Torriden products to support their efforts, even though I hadn't used them for several years. In a way, I think even someone like me who was just doing research could feel the impact of the campaign. As for Task 01(B), I found it more mentally taxing than I expected. While planning everything, I would sometimes stare at the documents, hoping to glean inspiration or find better campaign planning methods. It was challenging, but I found it very enlightening because it was a great exercise that made me rethink how to create the best results for the brand.
Observation
I think observation played a crucial role in this task. Studying Torriden's New York campaign gave me the opportunity to learn how to plan my own campaign from an already successful one. It helped me understand the many elements needed to run a successful marketing campaign and the steps I could take to ensure everything went smoothly.
Discovery
As for my findings, I was able to learn from my class notes and apply them to my project. Whenever I feel lost, being able to review my notes and reorganize my thoughts is incredibly helpful. Although I don't usually read a lot, I find these notes extremely useful, allowing me to calm down and think clearly, rather than panicking because I've forgotten something important. For example, brand touchpoints are something I've spent a lot of time researching, and if I hadn't studied this beforehand, I would be confused because I don't quite remember what I studied each week.
FURTHER READING
To better understand customer journey mapping, I found some articles on the topic myself.
Fig 4.1 What is a customer journey map, Kelsey Miller(2025)
Through these articles, I gained a deeper understanding of customer journey mapping.
Advantages: Higher customer satisfaction, lower churn rate, more optimized sales process, stronger customer engagement.
Types of Customer Journey Maps: Current Status Map, Future Status Map, and Day Map.
Key Elements of Customer Personas: User Persona, Timeline, Touchpoints, Device, Emotion.
These notes are only a very rough overview compared to the detailed article provided by Hover (2020). I recommend that anyone interested in customer journey mapping read this article for a better understanding.
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