addressing quo PEOPLE, a German research panel with real PEOPLE to answer relevant questions. a strategy taking form START SCROLLING

This pitch book shows the content creation process and the results that will contribute to the overall content and media strategy. First, the debrief will provide a brief summary of the input found so far about the client, objective and persona that were valuable in taking the strategy forward. Subsequently, the creative treatment will describe the creative direction based on the above findings. The 3H model and the application of the tent pole marketing approach subsequently ensure that the content has a strategic distribution in terms of timing and content. The production treatment serves to bring together all recommendations in order to present the concrete application of the creative findings from the previous chapter by means of prototypes. CHAPTER 1 Debrief
Brand & Customer Key Points
Strategic Objectives
Persona of Focus
CHAPTER 2 Creative Treatment
Trends & Inspriration
Creative Direction
3H Taxonomy CHAPTER 3 Production Treatment
Prototypes
Tentpole Strategy

ESSAY 1 Domino-effect of positive changes... Identify the message strategy of a video by applying Taylors six-segment wheel and find out how to convey quo PEOPLE' s message. ESSAY 2 What would life be like... Using Narrative Advertising to analyse a piece of branded content concerning the impact of an industry. VIEW PROJECT ESSAYS VIEW PROJECT JUSTIFICATION