Designed and Conducted by Gobburu Venkata

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Workshop Session

DIGITAL MARKETING

LANDING PAGE (COLORING)

09 February 2016

Designed and Conducted by Gobburu Venkata

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Designing for Age

When choosing colors for your landing page, don’t forget to take into account your demographic spread in terms of age. In an online research project conducted by Joe Hallock, color preferences based on age were documented and explored.

In general, children or younger audiences tend to prefer warm and bright colors that are associated with positivity and high energy such as:

Red Orange Pink Yellow

However there are few colors that are often associated with sadness and negativity by children, these are:

Brown Purple Blue

As people age into adulthood, there’s shift in color preference towards cool shades, as evidenced by blue being widely regarded as the most popular favorite color by adults.

Adults have also been found to associate more symbolism or emotion with certain colors, such as black being associated with mourning and red being associated with alarm, intensity, or passion.

Which leads us into our next point:

Perhaps one of the most powerful factors that plays into color choice in landing pages is that of color psychology and symbolism.

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Red: This is a polarizing color that triggers opposing emotions of love and passion, as well as anger and danger. It’s known to increase heart rate and generate excitement. Plus, in some cases, it can boost appetite.

Orange: Often associated with vitality and happiness, orange draws attention and expresses energy. It’s more inviting than red but is still attention grabbing. Many agree that it’s a great choice for a call to action.

Yellow: Associated with laughter, hope, and sunshine, yellow is about giving a gentle energy to a page, with a goal of making it feel cheerful and optimistic. However, yellow should be used in moderation, as it tends to irritate the eyes if over used.

Green: Rebirth, life, health, wealth, and growth are connected to the color green. Naturally, green is a color found in many financial organization logos since it suggests growth, financial health, and possibility.

Blue: Known for being a very calming color, it’s also associated with trust and security (and can be found in many company logos as a result!). Blue actually encourages the body to create chemicals that soothe and calm, allowing the viewer to be more relaxed. Additionally, it’s regarded as a favorite color by most, so it’s often seen as very professional.

Purple: This color is associated with creativity, nostalgia, royalty, and wealth. It can be soothing or intriguing, depending on which shade you choose. It’s often associated with luxury and romance.

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Facebook rules- at least from a digital campaign perspective

Companies have many social media marketing options to build hype

around their products and even more ways that haven’t been

discovered yet.

Social media marketing on Facebook produces results, builds brand

loyalty and helps define your image.

Companies can use Facebook to host their social media campaign in

numerous ways.

Creativity yields better results for businesses with their social

media campaigns. Below are the OUR TEAM’s (respective companies

–outsourced to our Mumbai Office as backend designing etc....) 10

campaigns we contributed ....and wanted to share.

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1. Oreo

Oreo took advantage of the blackout during the 2013 Super Bowl in an interesting, provocative way. They posted a single image donned with the words “You can still duck in the dark.” The big black and white cookie hit a home run. The post went viral. Turns out, Oreo had a 15 person team on hand to take advantage of captive super bowl audience. Now, that’s a strong social media marketing campaign.

FB Link: www.facebook.com/oreo Likes: 32 million

OBSERVATIONS

ANALYSIS:

COLOR Red Orange Yellow Green Blue Purple

PRESENT?

TARGET (yrs)

01-6

7-12

13-23

24-39

40-55

55+

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2. Nike

Like Oreo, Nike used a major sporting event to surround their social media campaign. They skipped the high profile athletes of the 2012 Olympics and instead featured the average Olympic athletes. Nike gained 166,718 Facebook fans during the London Olympics.

FB Link: www.facebook.com/nike Likes: 12.6 million

OBSERVATIONS

ANALYSIS:

COLOR Red Orange Yellow Green Blue Purple

PRESENT?

TARGET (yrs)

01-6

7-12

13-23

24-39

40-55

55+

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3. Heinz

Heinz, primarily, uses Facebook to launch new products, like their 5-bean blend. They created a game where the person answered a series of questions, which was like a personality test. The results were given in types of beans. A personalized bean were sent to five winnersevery hour. If you shared the app with ten people, you received a goodiieeie bag. Coupons were also offered.

FB Link: www.facebook.com/HeinzKetchup Likes: 1.1 million+

ANALYSIS:

COLOR Red Orange Yellow Green Blue Purple

PRESENT?

TARGET (yrs)

01-6

7-12

13-23

24-39

40-55

55+

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4. Green Mountain Coffee

Green Mountain used a variety of tactics to sell their brand over multiple Facebook social media campaigns. They are known for quirky, timely images and extensive sampler pack giveaways. The company just celebrated their 900,000 likes.

FB Link: www.facebook.com/GreenMountainCoffee Likes: 900K+

OBSERVATIONS

ANALYSIS:

COLOR Red Orange Yellow Green Blue Purple

PRESENT?

TARGET (yrs)

01-6

7-12

13-23

24-39

40-55

55+

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5. A&E Parking Wars

This interactive facebook game had 400,000 users in two months. Nearly a million people tried the app, which allowed you to join a parking wars scenario in the virtual world. To gain the highest virtual earnings, you had to log in multiple times a day. It also played to the competitive human nature, which resulted in huge exposure for the fedgling show.

FB Link: www.facebook.com/GreenMountainCoffee Likes: 277K+

OBSERVATIONS

ANALYSIS:

COLOR Red Orange Yellow Green Blue Purple

PRESENT?

TARGET (yrs)

01-6

7-12

13-23

24-39

40-55

55+

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6. Coke Zero Facial Profiler

In one month, 150,000 users compared their faces with others by using the Coke Zero Facial Profiler. It was a face recognition software program gone viral.

FB Link: www.facebook.com/cocacolazero Likes: 4.2 million

OBSERVATIONS

COLOR Red Orange Yellow Green Blue Purple

PRESENT?

TARGET (yrs)

01-6

7-12

13-23

24-39

40-55

55+

ANALYSIS:

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7. Intel Museum of Me

This world-renown facebook social media campaign used your facebook page to create a “museum of Me” in a 3-minute video complete with music and other museum visitors. Take the tour of your Social life, it’s awesome. http://www.intel.com/museumofme

FB Link: www.facebook.com/Intel Likes: 18 million+

OBSERVATIONS

COLOR Red Orange Yellow Green Blue Purple

PRESENT?

TARGET (yrs)

01-6

7-12

13-23

24-39

40-55

55+

ANALYSIS:

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8. Clairol

To promote their Nice n Easy colour blend foam, Clairol launched a massive, multi-day giveaway. Over 100,000 samples were given to lucky Facebook users. The number of fans grew 944 percent from that social media campaign.

FB Link: www.facebook.com/clairol Likes: 596K+

OBSERVATIONS

COLOR Red Orange Yellow Green Blue Purple

PRESENT?

TARGET (yrs)

01-6

7-12

13-23

24-39

40-55

55+

ANALYSIS:

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9. Ford Explorer SUV

This creative reveal of the new Ford Explorer used multiple social media accounts to create a scavenger hunt style reveal of the new SUV. It created an immense hype (that the company widely benefited from) in the blogosphere.

FB Link https://www.facebook.com/FordSUVs Likes: 495 million

OBSERVATIONS

COLOR Red Orange Yellow Green Blue Purple

PRESENT?

TARGET (yrs)

01-6

7-12

13-23

24-39

40-55

55+

ANALYSIS:

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10. Kohl’s Cares

Kohl’s launched a social media campaign that would help them decide how to give away millions of dollars to schools in need. The campaign yielded 1.5 million likes for the company.

FB Link: www.facebook.com/kohls Likes: 10 million +

OBSERVATIONS

COLOR Red Orange Yellow Green Blue Purple

PRESENT?

TARGET (yrs)

01-6

7-12

13-23

24-39

40-55

55+

ANALYSIS:

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CONCLUSION

Social media marketing is a formidable tool for any business

to use.

It can build brand loyalty and allows customers to feel their

interacting with the company.

How will your business use Facebook in their digital

marketing this year and beyond?