what?
My Dancing shoes is a campaign to emphasise the community values that Size? and New Balance both emphasise. When exploring the local dance school for film content, I was made aware of the reasoning behind the campaign
It will be a campaign that shows the bonds and loyalties that dance communities bring, with film content exhibiting that. In relevance to the film, an event will follow which is hosted by Diversity at their studios, bringing in a different demographic
Including the values of both brands is something that inspired this campaign, as being part of a dance community for years, you are made obvious to the loyalty and family bonds you create, which fits perfectly in to the demographic of both brands
MyDancingshoes-Acampagnabout dancecommunties
the values.
New balance and size? are two brands that intertwine in values, reflecting both family traditions, loyalty and communities.
community family loyalty
Dancing is always something that represents family-like bonds, and with response to New Balance and Size?, family bonds can come in any perception, whether it is blood related or not Dance schools come together like families.
When people within one environment come together and celebrate similarities, differences and support each other it creates a community In response to New Balance and Size?, the campaign I am implementing will represent a dance community and how everyone comes together to support each other.
This section of values represents dance communities and how you are basically a loyal customer to the dance school In connection to New Balance and Size?, the campaign will then show how dance schools represent loyalty, community and family, intertwining all values
who?
The audience demographic would be ages 14-24 and aimed at all genders, anyone interested in dancing and coming together as a community.
Diversity, who are the chosen influencers of this campaign, have a fanbase of mid-teens (Gen Z) which then brings in their fan base to promote the campaign.
why?
To emphasise the community values by expanding the range of consumers.
To show a different concept that will allow Size? and New Balance to be more open to a certain demographic.
Allowing a fun concept to expand the community with an event and film.
how?
I will curate a film which represents dance communities and how they create family-like bonds within the dance school they are loyal to.
From the film posted onto Instagram you will be made aware of the event which will be day of workshops hosted at Diversity studios with Diversity.
With advertisements on social media such as the film , people will be intrigued, especially the fans of diversity
FLYER AND TIMETABLE FOR THE EVENT
Diversity’s fan base will hopefully be wondering about the campaign, driving them to follow Size? and New Balance for updates
MyDancingshoes-Acampaignabout dancecommunites
Diversity Will post a TikTok dance video tagging both brands.
awareness interest desire action
People will be inspired by the campaign video and hopefully be inclined to attend the workshop event and buy the trainers with hopes to getting discount
Size? will post a teaser photo from the film with the caption Made in the UK-
My Dancing shoes’ and tag Diversity and New Balance
Both parties will repost onto their Instagram stories driving interest
Size? will post the campaign video
directing a link tree to the bio to buy the tickets to the workshop and to the made in the UK collection
Size? sessions will go live also attracting their usual demographic to potentially try the workshop
People who buy the collection will receive a 10% discount code for workshop tickets
@diversity official @newba ance
the event.
The event will be held at Diversity studios and will be hosted by Diversity themselves with them getting a fair percentage of ticket sales.
The event will range from classes beginners, intermediate and advanced and will be open to ages 13-25, with Diversity's demographic being younger teens, it will probs be catered more to 13-16.
At the end of the event each person will get a sign poster which includes advertising content such as barcodes to the made in the UK collection.
The event will be advertised on Size?sessions where they will explain the event and direct people to buy the tickets This will drive Size?'s usual demographic to potentially try something new
the location.
Diversity studios- Kings Rd, Westcliff-on-Sea,
Southend-on-Sea, SS0 8PP
Saturday, September 16th 2023, 10am-6pm
the outcome
The film will highlight the communities within dance schools and the bonds they create.
It will be quick paced and include a voiceover with subtitles from the dancers within the video.
it will be uploaded to Youtube as well as Instagram to tease the event that will be happening prior. WATCH HERE