Brief:
The Swedish family-owned company, Salinity, has worked with salt in all of its various forms for over 185 years. Today they buy and sell salt for five different industries: Food, Roads, Farming, Industry and Water. Despite the fact that salt is used in various ways in many of our daily routines, most people do not know very much about salt. In fact, only 2% of the worlds salt production is used to season our food.
The Swedish family-owned company, Salinity, has worked with salt in all of its various forms for over 185 years. Today they buy and sell salt for five different industries: Food, Roads, Farming, Industry and Water. Despite the fact that salt is used in various ways in many of our daily routines, most people do not know very much about salt. In fact, only 2% of the worlds salt production is used to season our food.
Salinity would like to communicate to both public and private sectors more about all of the various ways salt is used in our daily lives and asked us to create a cross-platform, digital, content campaign to illustrate how they could do this in the best and most effective way to reach their vast target audience. The target audience includes consumers, farmers, transportation and road workers as well as industrial byers.
Solution:
My proposal is for cross-platform or transmedial content that will reach Salinity's vast audience.The first phase is a short video campaign for Digital Out of Home (DOOH). The videos will create more awareness of how salt truly affects our lives with images that show daily life coupled with the slogan, The World Enhanced. In addition, these videos will introduce Crystal, Salinity’s new mascot and salt advocate.
Crystal is a part of the second phase which is a short video series called, With a Grain of Salt. Viewers will follow along with Crystal as she educates us about the various uses of salt in all five areas of Salinity’s expertise. This series will be posted on Salinity’s Facebook page and will also be available for educational purposes at trade shows and in schools.
Phase three is an Instagram campaign called Salty Facts. Salty Facts is sponsored by Salinity and will provide quick tidbits and tips on Salinity’s areas of expertise: Food, Roads, Agriculture, Industry and Water, and will follow the branding and color scheme of Salinity’s new website.
The combination of these three media campaigns will allow Salinity to reach a much wider audience and gain more recognition in a fun but serious way. Not only will Salinity be able to reach its current consumers but also future consumers. As people begin to associate The Wold Enhanced campaign, the With a Grain of Salt series and the Salty Facts campaign with the brand, Salinity will become a household name and will be remembered in a positive and fun manner.
