THE CHARITY SHOPPERS COLLECTIVE
SELF DEVISED FINAL YEAR PROJECT
BRIEF:
CHOSEN TOPIC - CHARITY SHOPPING AND THE CONNECTION TO GEN-Z.
To establish a problem within the chosen topic and create a solution through a 360 marketing campaign.
ROLES/SKILLS:
*Contextual Research
*Consumer Testing
*Idea Generation
*Concept Development
*Graphic design
*Promotional Strategy
*AI Awareness
*Publishing
PROBLEM AND CONSUMER:
PROBLEM - "Charity shopping has become competitive among Gen Z, resulting in division and stress. How might we unite the consumer and reintroduce positivity?
NEED - Charity shopping is supposed to be a fun and social activity. It provides an economical, ethical, moral and sustainable output.
GAP AND OPPORTUNITY - No one is reaching out to this consumer; there is an opportunity to introduce a community framework.
IDEA AND OPPORTUNITY:
"To create a community that unites the consumer and promotes the celebration of the values of charity shopping, providing a positive and wholesome outlook.
OUTCOMES:
This brief resulted in a 360 marketing and PR campaign for the launch of 'The Charity Shoppers Collective', a community with an online and physical presence.
Including -
*Brand development
*Social media content and plan, across multiple platforms
*Website
*Email newsletter
*Out-of-home advertising - clean advertising, stickers, posters
*Print, welcome package
*Community merchandise
FEEDBACK:
I received a High First-Class grade for this project.
This project was shortlisted for the Global Graduates Showcase in collaboration with Coloro and WGSN.
