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Viral Campaign and Video for Hi,hi Guide

Harms, Irma (2019) Viral Campaign and Video for Hi,hi Guide.

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Abstract:This bachelor graduation project aimed to find the answer to the research question of ‘How to develop a viral campaign for Hi,hi Guide to make their service more known among millennials’ and to create the corresponding products: a viral campaign including a viral video that portrays the company’s vision. The need for this campaign arose from the company’s wish to get more known among their target audience. Before the creation of the product, a literature research into virality, sharing behaviour, and marketing was done. Then, according to the Creative Technology Design Process the final product was created. In the Ideation phase several ideas were explored after which one was chose. In the specification phase the chosen ideas was worked out into a storyboard and storyline with accompanying final requirements. The product was created in the realization phase and evaluated in three different ways in the evaluation phase. The video, and thus indirectly the campaign, was overall perceived well by the participants of the campaign and the company was amazed by the video. It met all crucial requirements and most of the additive requirements and thus the result of this project is that it succeeded, even though the video did not go viral. The thesis is concluded by a conclusion including future works that recommend on improving the current product but also on the extension of the current campaign.
Item Type:Essay (Bachelor)
Clients:
Hi,hi Guide, Netherlands
Faculty:EEMCS: Electrical Engineering, Mathematics and Computer Science
Subject:01 general works, 70 social sciences in general, 76 recreation, leisure, 88 social and public administration
Programme:Creative Technology BSc (50447)
Link to this item:http://purl.utwente.nl/essays/78923
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