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Creative Brand Strategy | Project 3: Campaign Branding

23.05.2025 - 25.07.2025 / Week 6 - Week 14
Khu Ying Ying / 0357306
Creative Brand Strategy / MKT62504 / Bachelor of Design (Honours) in Creative Media
Project 3: Campaign Branding

TABLE OF CONTENTS







LECTURES

All lectures 1 to 5 are completed.

INSTRUCTIONS

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PROJECT 3: CAMPAIGN BRANDING

Week 6 (23/05/2025)

Requirements:
  1. Carry on from Project 2 Design Brief Proposal by creating and executing a brand campaign applied across both online and offline touchpoints. 
  2. Follow the outline/framework that is provided for the execution:
    • Website (1 landing page)
    • Social Media 
      • 1 A4 Poster 
      • 1 Vertical Poster (1080x1920 px)
      • Multiple Square Posts (number depends on content)
    • Introduction/Promotional Video (10-30 seconds)
  3. For the presentation, it is recommended to present in Week 14 within 15 minutes. The focus should be on concluding the research, with a strong emphasis on the SWOT analysis and the brand campaign.

Submissions:
  1. Group: Submit your website and video in Google Sheets using the provided format.
  2. Individual: Submit your slide, website, video, and blog link in Google Classroom.

Progress:

Executions

A4 Posters:
I handled the initial digitalisation, while Aisya refined and finalised it for a more polished result. We later discovered that the A4 posters needed to align with the social media posts, so maintaining visual consistency became crucial (cry in pain).

Figure P3.1: A4 Posters Digitisation Progress, Week 9 (19/06/2025)

Figure P3.2: A4 Posters Digitisation, Week 9 (19/06/2025)


Video: (02/07/2025)
Before starting the video production, I prepare the materials for the cup doodle by printing the Dunkin' logo and gathering paper cups. We then cut them out and attached them to the cups using a glue stick.
Figure P3.3: Materials, Week 11 (02/07/2025)

For the shoot, we took a spontaneous approach as our direction was clear. However, we prepared a note to maintain consistency and ensure the desired outcome. Aisya was in charge of filming the video, while I acted to demonstrate how to participate in the campaign. This was the shooting plan.
  1. Zoom in on a hand pulling out the chair.
  2. Zoom in from the back as the actor sits down.
  3. Side view of the actor placing the Dunkin' cup on the table.
  4. Actor drinks the coffee and sets it back down.
  5. Actor takes out a pen and begins drawing on the cup, capturing from 2–3 different angles.
  6. Show the cup being doodled on, then the actor taking a picture of it.
  7. Actor pretends to post on social media – zoom in on the screen to show details like hashtags or caption.
  8. Display a notification pop-up showing they won and received a free coffee.
  9. End with a blurred screen slowly revealing the Dunkin’ logo, with a campaign message or call-to-action.

After the shoot, Aisya took charge of editing the video, while I sourced relevant sound effects to match our concept, as we intended to present it in an ASMR style.
Figure P3.4: Editing, Week 11 (02/07/2025)

This was the first attempt at our video.
Figure P3.5: Video - Attempt 1, Week 11 (03/07/2025)

However, Mr. Fauzi suggested adding background music to enhance the overall mood. In response, Aisya chose a lighthearted and humorous track commonly used in short videos to convey a friendly and fun vibe. The selected song was Funny Song by Funny Song Studio.
Figure P3.6: Video - Attempt 2, Week 11 (04/07/2025)

After some time working on the poster and website, Aisya came across a clip from the official Dunkin' website that featured an animated graphic of the Dunkin' logo. She decided to include it at the end of our campaign video to enhance the branding and align with Dunkin’s official style.
Figure P3.7: Video - Attempt 3, Week 12 (11/07/2025)


Social Media Posts:
The initial social media posts lacked clear alignment with our campaign, as they did not effectively communicate the story or purpose behind it. Aisya suggested revising our content strategy to include more informative and engaging posts that better represent the campaign. These additions aimed to build narrative consistency and audience engagement.
  • A teaser of the DUNKin Doodle campaign.
  • An explanation of Dunkin’s rebranding.
  • Campaign’s objective.
  • Weekly winners.
  • Featured cup doodles submitted by participants.
Figure P3.8: Social Media Posts Progress 1, Week 13 (18/07/2025)

Figure P3.9: Social Media Posts Progress 2, Week 13 (18/07/2025)

This was the first refined attempt at our social media posts.
Figure P3.10: Social Media Posts - Attempt 1, Week 13 (18/07/2025)

Mr. Fauzi preferred elements from both the previous and current versions, so we decided to combine the styles for consistency and align them with Dunkin’ Malaysia’s Instagram aesthetic.
Figure P3.11: Dunkin' Malaysia's Instagram, Week 13 (18/07/2025)

And this was the second refined attempt and mockup.
Figure P3.12: Social Media Posts - Attempt 2, Week 14 (24/07/2025)

Figure P3.13: Social Media Posts Mockup, Week 14 (24/07/2025)


Website:
Our first draft included only three sections: homepage, campaign, and product showcase. Mr. Fauzi pointed out that displaying the menu might remind the audience of “Dunkin' Donuts,” which could conflict with our main message about the brand name change. However, he agreed the menu section could remain. He suggested adding a gallery to showcase customer participation across Malaysia and including the campaign video. He also advised us to emphasise the campaign more clearly, as the product section might distract visitors from its message.
Figure P3.14: Website, Week 14 (24/07/2025)

Week 14 (25/07/2025)

Final Submission of Project 3

Website: Link
Figure P3.15: Final Submission of Project 3 - Website (PNG), Week 14 (24/07/2025)

Figure P3.16: Final Submission of Project 3 - Video (YouTube), Week 14 (24/07/2025)

Figure P3.17: Final Submission of Project 3 - Campaign Branding (PDF), Week 14 (24/07/2025)

FEEDBACKS

Week 7 (06/06/2025)

Specific Feedback: Begin working on the campaign video and ensure the cup prototype on the website has a clear purpose and is meaningfully integrated into the content.
General Feedback: Finish Project 3 Campaign Branding.

Week 8 (13/06/2025)

Specific Feedback: No feedback (Independent Learning Week).

General Feedback: No feedback (Independent Learning Week).

Week 9 (20/06/2025)

Specific Feedback: The website should include a button that links to Dunkin’s official website.
Always prepare two versions of the video: one incorporating Dunkin’s advertisement footage to align with the campaign direction. The current video is already suitable. Attach the campaign video to the website.
General Feedback: Finish Project 3 Campaign Branding.

Week 10 (27/06/2025)

Specific Feedback: When producing the video, adding background music is recommended to enhance the overall ambience. During client pitching, it is important to provide more than one option, as offering alternatives can increase the chances of being selected and help convince the client more effectively.

General Feedback: Finish Project 3 Campaign Branding.

Week 11 (04/07/2025)

Specific Feedback: The campaign video is ready to go. Consider including a gallery section showcasing participants of the campaign to enhance engagement and highlight community involvement.

General Feedback: Finish Project 3 Campaign Branding.

Week 12 (11/07/2025)

Specific Feedback: The A4 and 1080x1920 poster designs should maintain the same visual atmosphere but use different layouts. Instagram posts must align with the campaign narrative; the number of posts can vary based on necessity. Ensure posts clearly explain the campaign and highlight participants from different states. While the menu section can remain, the campaign message should be the main focus to avoid distraction. Include a gallery showcasing customer participation across Malaysia and attach the campaign video.
General Feedback: Finish Project 3 Campaign Branding.

Week 13 (18/07/2025)

Specific Feedback: Remove any unnecessary buttons from the landing page to maintain clarity and focus. Ensure the overall design aligns closely with the existing Dunkin’ brand identity for consistency.
General Feedback: Finish Project 3 Campaign Branding.

REFLECTIONS

Experience
Working on Project 3 allowed me to explore the full execution process of a brand campaign, from concept to delivery across online and offline platforms. Collaborating with my teammate taught me the importance of clear role division and creative alignment to achieve consistent outcomes.
Observation
I noticed that visual consistency across all touchpoints significantly impacted how cohesive the campaign felt, especially between the posters, social media, and website. Feedback received throughout the weeks helped refine our decisions and improve both aesthetic quality and communication clarity.
Findings
I found that campaign storytelling is most effective when supported by engaging visuals and meaningful content tailored to the target audience. Additionally, incorporating brand identity and user interaction, like a gallery of participants, which can strengthens campaign relevance and audience connection.

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