The Rationale
Target audience:
After reading Gousto’s creative brief and doing further research on the company I found that the target audience for Gousto are families, however they are now trying to attract people aged 20-35. I decided to target the 20-35 year olds in this flyer as my aim was to present Gousto’s new campaign with Spotify called ‘Gousto Beats’. Research carried out by MusicBusinessWorldwide showed that 64% of Spotify users are millennials. Therefore I felt that this flyer would appeal to this demographic the most.
Motivation for design elements:
For my flyer I decided to use a wooden effect background as Gousto often does this in their social media pictures. The wood adds texture, depth and dimension making it more engaging and memorable. Hootsuite (2018) suggests that it is important for content to convey the value of the organisation therefore, I also made sure the background had a variety of colourful vegetables to represent the brand image of being healthy. Data collected by Statista found that 25-34 year olds are also the most health conscious age group therefore I believed this would appeal to them and represent one of Gousto’s main objectives of using quality ingredients. I also added elements to show their collaboration with spotify whilst still having the main focus on Gousto. I did this by adding music bars at the bottom in Gousto’s signature red colour. I had the bars getting smaller each time to symbolise the beats with the chopping which links back to the header. I also added the Spotify audio element at the top and had both Gousto and Spotify’s logo on the back with an X made with knives to show the collaboration of the both.
Motivation for copy and SEO:
For the heading I did a play on words with the song ‘Drop it like it’s hot’ as I believe it is catchy and will interest the audience. I used a play on words, mixing music and cooking throughout the whole flyer to make it fun and link it to the playlists which are available to them. I used two different sharp bold fonts in white to make it stand out against the dark background and grab attention. The use of Gousto’s o in my title is to make it clear it is a Gousto advert and to make the brand more recognisable.
I used the back of the flyer to add copy and a call to action. Keuse (2017) & Chaffey (2017) suggest we should design and create content around our goals and objectives. Gousto’s objectives are to increase web traffic and engagement on their social media by 25%. Therefore, I included the website URL and created a hashtag for the customers to use on social media which will help Gousto reach their objective. The hashtag, website URL and Spotify will all add to the SEO. When I uploaded it to Behance I added tags to help with the SEO again. I presented the instructions in 3 simple to show the consumers how easy and simple it is to use Gousto without saying too much as this can bore the audience and complicate it as David Beebe (2017) said “Content marketing is really like a first date. If all you do is talk about yourself, there won’t be a second date.” .
References:
Hootsuite Social Media Management. (2018). Content Curation: A Beginner’s Guide To Curating Content. [online] Available at: https://blog.hootsuite.com/beginners-guide-to-content-curation/ (Links to an external site.).
David Beebe. (2017). How Content Marketing is Like a First Date... [online] Available at: https://davidbeebe.com/marketing/content-marketing-like-first-date/.
Chaffey, D. & Ellis-Chadwick, F. 2016, Digital marketing, Sixth edn, PearsonEducation, Harlow.
Kruse Control Inc. (2015). What is Content Marketing and Why Do I Need It? [online] Available at: https://www.krusecontrolinc.com/content-marketing-why-need/.
Ingham, T., 2020. People over 45, not Millennials, are driving music subscription growth in the UK - Music Business Worldwide. [online] Music Business Worldwide. Available at: <https://www.musicbusinessworldwide.com/stat-of-the-week-people-over-45-not-millennials-are-driving-music-subscription-growth-in-the-uk/> [Accessed 5 February 2021].
Buchholz, K., 2019. Infographic: Vast Majority of Americans Interested in Healthy Foods. [online] Statista Infographics. Available at: <https://www.statista.com/chart/16796/us-interest-in-healthy-food/#:~:text=This%20age%20group%20of%20people,18%2D24%20years%20old).> [Accessed 5 February 2021].
