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Identify your ideal target audience and create at least 2 buyer personas based on the video asset.

INSTRUCTIONS TO CANDIDATES
ANSWER ALL QUESTIONS

Task 1: Buyer Persona and Customer Journey

Identify your ideal target audience and create at least 2 buyer personas based on the video asset.

Consider the following data

Demographics (Age, Gender, Location etc and include the purchasing capacity) Psychographics (likes and dislikes towards things and activities) Brand Perception (like a particular type of brands)

Behavioural traits (travellers, shoppers, impulsive buyers, slow buyers, explorers, loyalists)

Media consumption (What form of media do they consume and how much) Anything else that you know about your target audience. Details will always be preferable. Out of the personas created recognise the fastest buying consumer and label them as Primary Target Audience.

Now, create a complete customer journey through all stages of the AIDA model. Keep in mind how a customer will maneuver through the stages before finally taking the action which IKEA intends on aiming.

Explain which platforms will be used on which stage and how each of them would be acting as a nudge for the customer to move to the next stage in the model.

IDE IDE IDE IDE IDE

Task 2: Creative Strategy

Since you have already seen the video asset. Coin a hashtag for this campaign

applicable to the Indian Market. Make a tagline which could be used both in India and other mentioned countries.

Note: The tag line/hashtag needs to stay consistent across all communication that you create through the presentation.

Identify what content bucket the video asset provided falls into. Create a content calendar by categorising your content according to the relevant platforms chosen. Add reference content ideas for each entry in the content calendar. The calendar must contain enough content for 14 days.

You can use the clickable link to the template of the content calendar.

Also, include the following self made designs

2 Facebook Posts + 2 Instagram Posts + 2 Instagram Stories + 3 Tweets + 2 Reels + 1 IGTV Video (reference)

Since carousels and listicles are great formats to create a buzz in the audience, suggest 2 topics for listicles attached with a small description, designing them as carousels.

Suggest how IKEA can involve themselves in topical marketing and create at least one copy for the same.

The above mentioned creative requirements should be a part of your content bucket and write copies, design your own creatives and let it align with the campaign, #tag and tagline that you are deciding.

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