Maybelline, the world’s largest beauty brand is gradually losing relevance with a younger audience in Australia.
Your task is to undertake some exploratory research to isolate an underlying driver for the decline in relevance and write the communications brief using the template provide for your agency to creatively resolve.
You will need to be show a deep understanding of the problem (inc. the proof), the audience impacted, and a discovery [insight] that anchors the brief together.
Key questions to think about:
Where will your insights come from, and how will you substantiate them?
What are the macro influencers impacting the beauty category? What does that mean for your business objective?
How will you connect your brand to its audience – which channels, and what are their distinct roles?
What action do you want your consumers to take?
Notes:
1. The task should be done using the template provided.
2. The whole template shouldn’t exceed one page length. You can maximaze the word counts you need by reducing the font size.
3. You need to identify a specific real problem about the brand based on the fact that “the brand is losing relevance with younger audience in Australia”. And the target audience should be chosen within younger audience.
4. If some of the references are non-academic sources, such as a webpage or videos, you can cite them in a similar manner as the Bulla Creative Brief example cited them.
5. The Bulla Creative Brief example is provided only for you to see how the layout should look like. You may learn how the similar questions are answered, but don’t take any word or idea from it.
Rubric:
Objective Identification:
Ability to clearly identify a brand objective supported by commercial terminology and benefit to the business. Is the objective linked to growth?
Target Audience:
– Ability to identify and quantify the target audience // able to articulate richness outside of purely demographics?
– Qualify their needs in relation to the brand offering.
Discovery and Insight:
– Articulate the insight as it relates to the brand and the core objectives?
– Articulation of your discovery that addresses and resolves the audience need
Organisation of argument
