Peavey Social Media Playbook (win)

Social Media Playbook

Creative Concept

Social Media Look and Feel

Reel and Video Guidance

Editorial Plan

Target Audience

Persona

I am a young adult, seeking thrills and excitement, with my rebellious and quirky persona. I am someone who seeks to be impactful to my peers and fellow people, with my music or anything else I can think of.

I am an enthusiast of anti-mainstream music, music that are on the cutting-edge, but also flexibly loving all genres.

I am loyal to the brand and I dedicate myself to make my life to become a legendary one.

I go around town using either my own ride or public transportation, and I often listen to music, or play them for my own enjoyment, and to look for their meaning.

Demography

Primary target is B2C, male and Female 10-27 y.o

Secondary target is B2B, music school owner, state-owned sectors, and government officials.

Insight

People often want to feel like they’re important, relevant, dare say, known as a legend. These feelings are the feelings we want to tap into to our audience as Peavey.

Interest

Middle-class demographics from the demography above often like it when a brand represents them in an unconventional way, whether through their cutting-edge tech or rebellious, quirky persona. Source: GWI

Target Audience’s Social Media Behavior

I use social media to stay in touch with all my friends, and finding out what’s been going on in the world, and tell people what I think. My social media is used for my friends, fellow musicians, and musicians I look up to.

I am an avid social media consumer. On social media, I’m someone who is always up-to-date on the latest news of things I’m interested to, whether it’d be music, or any viral moments happening, and I make my opinions known. Source: GWI

I am all in all out music. I dedicate my life to music. I listen, I enjoy, I create and I aspire to create music. I have friends that enjoy music and create them, like me. I want to be known as a Legend. I want to scream “Legendary” from what I’m creating and how I look. Source: GWI

Legendary means being recognized or known by many, and Peavey for you is the best thing that can happen in your career. It improves not just your quality but also the way you play your instrument, your principle, and your music lifestyle.

We are the brand who believe in the “Legendary Sound”, not just being a “Legendary Audio”, but also to be the audio that is very essence of you. Because we know that you chose the best, you’re ready to become a legend, and that’s why you choose “The Legendary Sound”.

“If you’re ready, you’re ALREADY a legend, who have found your Legendary Sound.”

“The Legend is already inside you.”

Social Media Persona

On Instagram - Tiktok

Target Audience

in using social media

I watch a video. I watch an Instagram story.

I look at Instagram reel.

I give comment. I love photos.

I follow friends. I follow musician and influencers in music industry.

I post pictures.

I post Instagram story for a quick update. I post video reel.

I click on the info written on profile.

On YouTube

I watch a video. I like the video.

I sometimes comment out of excitement.

I reply to other people’s comment on Youtube comment section.

I see a Youtube short. I like the Youtube short.

I create my own video in my channel.

I post my video.

I subscribe to musician and brands that relate to music.

On Facebook

I look at a post. I’m adding friends.

I follow brands. I join a group. I see the events.

Target Audience’s Online Activities

I listen to online music streaming service. I am using mobile phone in purchasing any music library. I love to find my music inspiration through video on Youtube and Tiktok.

I am using any digital payment. I purchase things on actual website of the brand and on e-commerce sites.

I seek any update on music industry. I look up to any music news. I follow artist and musician that are in the same genre that I’m interested in.

I watch live streaming concert. I enjoy making music list on my music streaming. I listen to many of the songs in an album.

I look for brand reviews on e-commerce sites. I read articles, reviews and event announcements about music.

Social Media’s Communication, Tonality & Style.

● REBELLIOUS/QUIRKY

● CUTTING EDGE

● LEGENDARY

● CULT LIKE LOYALTY

● BUILT TO LAST EDGY DESIGNS

● CAN DO IT ALL

Creative Concept

Creative Character

Personification

● Brand Promise

Legendary, high end quality, and authentic for the audio industry

● Personality

Rebellious, loyal and legendary

● Audience Embodiment

Musician, audio influencer, band and KOLs, who seeks the best audio and want to make their debut to become legendary with the quality of Peavey’s products and activities.

LEGENDARY with PEAVEY

Don’t just do and be average, do and be

“SOUND OF THE LEGENDARY”

Visual Guidance

This is a guideline on how to create a visual through our brand language

PHOTOGRAPHY

● Must be capturing the passion of each musically-inclined individuals.

● Photos are taken within the aesthetics of neon, combined with a quirky, rebellious bent.

LAYOUT

● Seamless grid is a must.

● Pinpoint the highlighted product/talent, then the rest (the product/talent) will follow along, with smaller proportions.

● The background must be consistent, with a mix of gradients from blue, purple to orange.

Copy Guidance

CAPTION

● Always remember to put the brand USP in the caption for product posts.

● Showcase cutting-edge, legendary music events whenever there’s one (venue, thematic, and tactical).

● Casual, slang-y tone, with a comprehension of what’s been trending.

● Captions that shows the edge and roughness of the brand.

VISUAL COPY

● Punchy and impactful.

● Edgy, quirky visual captions that aids the visual.

●

This is a guideline on how to create a copy through our brand language

Content pillar

“Legendary Essentials”

Product Exposure, Campaign.

“Legendary Person”

“Legendary Fest”

Emotional Bonding, Music Lifestyle. Music Entertainment.

“Legendary Essentials”

People who buy our products are the people who want to make an impact, even in their equipments and instruments. They want to rock the world, and Peavey has the essentials for you to start.

Visual Concept

Visuals that signify the cutting-edge look of Peavey’s products, and its coolness.

Tonality

Personality that matches with Peavey’s products, rebellious and cool.

Burst onto the scene with the Invective MH Mini Amp Head, and amplify the way you’re meant to be heard: loud and proud on the scene!

“Legendary Essentials”

Option 1 (Guitar)

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryessentials

As you amplify yourself to the world, never forget to stay on the cutting-edge. With our sleek, powerful guitars, crash the party with them!

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryessentials

And to crash the party, freeze the crowd with Peavey HP 2 Guitar, with its cool, icy look, make them stare and gawk at your raw power.

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryessentials

Blow the socks off your rivals with the Peavey HP 2 Black Electric Guitar, with its sleek, angular design, that will deliver a raw, aggressive sound right to their ears!

““Legendary Essentials” Option 2 (Guitar)

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryessentials

To defy is human, to rebel is by the way of guitar. The conduit of rebellion, revolution starts and ends with an anthem that rocks the world.

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryessentials

And with your dark and powerful guitar, don’t forget to amplify it with the 6505 MH Mini Amp Head, the very amp that Eddie Van Halen uses for his concerts, and feel the power of your sound bursting through, as you Dance the Night Away in Eruption!

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryessentials

PVXP12 Loudspeaker - the hypebeast machine for your hypebeast needs!

“Legendary Essentials”

Option 1 - Pro Audio

With a titanium casing, sturdy and powerful, alongside a well-made filter that makes your sound escape that much better, PVXP12 Loudspeaker is the way to the best music!

And don’t forget - a peak dynamic of 980W makes it a more easily accessible, cheaper machine by power!

The PVXP12 Loudspeaker is where the music truly gets hype, as its sleek design and sturdy titanium build will create a sonic experience like never before!

Option 2 - Pro Audio

With a sharp Bluetooth connection and an adjustable 3-band control for your EQ, blast the ears of all with PVXP12, a soundwave experience, customized just for you!

And with a dynamic power adjustment, of up to 980W of power usage, and a filter that takes away any peaking sound, you can crush those with inferior soundscape as you blast your music!

“Legendary Essentials”

“Legendary Person”

If you’re one with Peavey, you’re on your way to be a legend, much like many of the famous musicians who are legendary with Peavey.

Visual Concept Tonality

Visuals that showcases the awesome and cool appeal of famous musicians, whether they’ve collaborated with Peavey or not.

The tone must emphasize the storied, amazing life these famous musicians have with Peavey, and tell the story of them.

You all know who Kikan from Cokelat is. With bangers such as ‘Merah Putih’ and ‘Karma’, her tranquil, yet intensely raw vocals speaks to so many of us. We at Peavey are proud to have been one with Kikan, as the true LEGEND she is!

“Legendary Person” Option 1

#peavey #peaveyindonesia #officialpeavey

#thesoundoflegendary #legendaryperson

You know exactly what you like at music, don’t you?

With Peavey as the only arbiters of that you’ll ever need, with our sound, our impact, Peavey makes sure our voices are the only one worth listening to, and deserved to be listened by!

#peavey #peaveyindonesia #officialpeavey

#thesoundoflegendary #legendaryperson

As Stevie Item of Deadsquad’s fingers clash upon his fingers, you can hear the sound of an ominous, yet talented virtuoso, as his cacophony of strings combine together to create the loudest, most symphonic music you’ll ever hear. As a LEGEND should.

#peavey #peaveyindonesia #officialpeavey

#thesoundoflegendary #legendaryperson

What do you think about when you hear the word ‘legend’? Kikan from Cokelat, of course! The powerful and iconic queen of Indonesian rock, now with Peavey, bear witness to her heart-rending, adrenaline-pumping rock!

“Legendary Person” Option 2

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryperson

Don’t be such a lame duck with your music taste! Get your rock on with our chosen ones, the ones who will blow you away, pump you up, and ignites the revolution in you!

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryperson

Hey, you! Have you ever felt like you’re missing an angsty, yet soaring experience in your playlist? Then train your ears and hearken up to Joe Han, with his band Summerlane, as they defy your expectation and grits their teeth, singing till the night is over!

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryperson

“Legendary Fest”

Peavey is all about being cool, awesome, rebellious, and impactful. Therefore, our events need to be, on top of being mind blowing, as well.

Visual Concept Tonality

Our events are one-in-a-lifetime experience, never before seen, and iconic. Make it obvious and seen.

Our events are cool, and everyone in there is cool. We should make everyone feel that way.

Ready for a legendary performance never before seen? Ready for an amazing trip? Only with Peavey will you be able to feel this!

“Legendary Fest” Option 1

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryfest

Exhilarating, hype, blood-pumping, impactful. Our events are nothing short of the edge you’re always looking for.

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryfest

Our vocalists are powerful, our guitars are shredding to hell and back, our drummers are loud and to the beat, and you? You might just be one of our best enjoyers of it, if you swore to Peavey.

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryfest

The legend Cokelat has entered the stage! With their electrifying performance that grips the stage, Kikan’s emotionally-resonant vocal performance, they are the iconic legend that you can’t miss!

“Legendary Fest” Option 2

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryfest

With Peavey, your festivals will never hit the same again! With our powerful guitars, our loud amplifiers, and our cutting-edge technology, you’ll never want to hear anything else again!!!

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryfest

A legend that you shouldn’t miss? Ian Antono! Rocking the stage with his iconic strumming, explosively banging tunes, and the vivid sonic tapestry he creates, bear witness upon the Godbless’ guitarist himself!

#peavey #peaveyindonesia #officialpeavey #thesoundoflegendary #legendaryfest

Social Media Look and Feel

Festive, and exciting. A safe choice for how your social media should look, with its simple, minimalistic look, paired with the energy of a great music festival.

Alluring, cutting-edge, and festive. We want to make Peavey’s post embody these qualities, to inspire the cult-like loyalty and devotion that Peavey strives for, as in the brand identity.

The posts communicate the right ideas, but they all look disjointed and confused in tone and manner.

with a unified, stronger tone and manner that embodies the brand extremely well and very obvious.

Facebook Asset - Banner and mock up

Style 1 - Cultural Edgy

A modern look with vector lines that still shows a quirky look and rebellious spirit

Guide for Infographic, Icon, & Visual Vector

Description

Tell to the audience how visual shape, color, and iconography represent the overall brand persona in proportion to persona of

*if there is a different icon, in tone must be the same

Style 2 - Expressive Doodle

Expressive lines that form an iconographic that represents the soul of CUTTING EDGE and spirit can do it all.

Guide for Infographic, Icon, & Visual Vector

Description

Tell to the audience how visual shape, color, and iconography represent the overall brand persona in proportion to persona of

*if there is a different icon, in tone must be the same

Fonts~type

Font Used Headline

Normal

Fonts Type with Genre

Bold

“Fonts can be made adjustable and customizable for each different genres.”

Normal (Mare 007)

Fonts Type with Genre

Bold

“Fonts can be made adjustable and customizable for each different genres.”

Fonts Type with Genre

Normal (Anton)

Bold

“Fonts can be made adjustable and customizable for each different genres.”

Color Identity

Primary Color

The combination of gradient colors, colors that are of the darker variety. With using colored font as a neutral color and thin black shadow to emphasize tagline & headline, so it stands out more.

#24055a

#40094a

#74142c #cc6329

Color Identity

Secondary Color

These optional colors exude an eccentric, edgy, and cutting-edge quality to this product, colors that are inherently more dark yet offer a bold, rebellious quality. These colors provide more ways to highlight and differentiate your product, though having these colors are optional.

*Secondary color can threout this color and make balance with the main visual

#ae2b7d #0071b4

#1b2e47 #674b63