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DISPLAY
CAMPAIGN PORTFOLIO
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TABLE OF CONTENTS

CLIENT INTRODUCTION
CAMPAIGN TITLE & RATIONALE
CAMPAIGN PLANNING
EXECUTION: EVENTS & ACTIVITIES
INSIGHTS & METRICS
FEEDBACK & EVALUATION
client
introduction

ON D I S P LAYED

BASED ON THE 2019 MINTEL GLOBAL

CONSUMER TRENDS REPORT

The On Display trend explains how consumers and brands alike are in the
acceptance stage when it comes to embracing and curating their online identities.
Both sides of the party are becoming increasingly aware that the digital world is
not a place they can shy away from, because whether they like it or not, the
Internet is becoming a platform where consumers can discuss their experience
when interacting with brands.

Due to the wide consumer reach that digitalisation has led to, brands have to
carefully curate the content they publish online to avoid any misconceptions,
which could lead to public scrutiny. Even so, brands have to be equipped with
effective social media strategies to ensure that content is based strongly on what is
considered Internet etiquette to avoid possible sensitive issues and the risk of
offending anyone, whether that may be consumers or other brands as well.

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campaign title DISPLAY
YOU’ R E ON DISPLA Y

AIM OF THIS DIGITAL CAMPAIGN

Develop a guideline:

Targeting brands, explaining how to act On Display within social

media

Help individuals understand what are the right things to share

online

PLAT F O R MS USED

LINKEDIN INSTAGRAM
On Display Blog @ondisplayed
https://www.linkedin.com/in/ondisplayed/ https://www.instagram.com/ondisplayed/

Higher opportunity to To target individuals and

connect with brands and personal profiles
professionals
Reachability through
Reblog business based hashtags
content
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CAMP A I G N E X E C UTION PLAN DISPLAY
PHASE 1 
Week 2 to Week 5 (8 June - 10 July 2020)
Launch of campaign
Page setup
Introduction of the trend

PHASE 2
Week 6 to Week 10 (13 July - 21 Aug 2020)
Microblogs on Instagram
Articles on LinkedIn
Ask Me Anything Instagram Story

PHASE 3
Week 11 to Week 14 (24 Aug - 14 Sept 2020)
Requested topics from followers
IGTV collaboration with classmate
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DISPLAY

design
direction
collateral design
branding
development
LOGO

A logo is important to tie in the branding of a campaign. For

this campaign, the logo had to convey the meaning of the
word “display”. I took inspiration from an eye and a camera,
because the meaning behind it signifies always being watched,
such as on the Internet. The final, chosen logo after the initial
feedback is the logo in orange, which features a camera lens
graphic.
 COLOUR SCHEME

I have used pastel colours for this campaign as it conveys a positive

feeling. Often times, the Internet might be looked at as not an always
positive place, so the use of pastel colours contrasted with a navy blue
represents positivity in a negative space. Throughout the campaign
design, there are different people characters used to signify that this is
a people-based trend.
LOGO VISUALS

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phase 1 DISPLAY
SOCIAL MEDIA LAUNCH
@ondisplayed Instagram page
Success Criteria: Gain 100 followers on
Instagram

BLOG LAUNCH
On Display Blog on LinkedIn
Success Criteria: Gain 100 connections on
LinkedIn

INTRODUCTORY POSTS
Introduction of the On Display trend
Understand followers’ understanding of the
trend
Success Criteria: Gain 5 interactions on Stories
information
development
where the information was obtained

INDUSTRIAL REPORT SEM 1

Research from surveys and focus groups

MINTEL GLOBAL CONSUMER

TRENDS REPORT 2019

Source of the On Display trend. Phrases that help define the trend taken from this
report. and rephrased.

JOURNALS + ONLINE SOURCES

Hutton, G. and Fosdick, M., 2011. The globalization of social media: Consumer
relationships with brands evolve in the digital space. Journal of advertising
research, 51(4), pp.564-570.

Matrix, S., 2014. The Netflix effect: Teens, binge watching, and on-demand digital
media trends. Jeunesse: Young People, Texts, Cultures, 6(1), pp.119-138.

Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media:
Why bother?. Business horizons, 57(6), pp.703-708.
campaign
design
content + visuals

WEEK 1 : M INTEL
A student project inspired by Mintel
research. | Understanding current
trends helps us all keep track of
changes in culture, markets and brands
so we can target consumers more
effectively.
Likes: 34
NAVY BLUE COLUMN
To be On Display is to be in a public
place for almost everybody to see.
Most often, this is made easier with the
rise of the Internet
GIF Views: 45
A student project inspired by Mintel
Trends: Defined. Validated. Decided. |
Studying future trends help us all gain
fresh perspectives, new data to work
with and insight into target audiences
Likes: 36
Being a digital citizen means that you are
part of a larger digital community!
Exercising self-awareness and awareness
of others in the community is important
to have a positive online experience
Likes: 35
Comment: 1
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DISPLAY
A student project inspired by Mintel
research. | Understanding current
trends helps us all keep track of
changes in culture, markets and brands
so we can target consumers more
effectively.
Likes: 34
If you’re new here, WELCOME
TO @ONDISPLAYED! More tips and
tricks on how to survive the online
world coming to you soon
Views: 52
Comment: 1
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REAL-LIFE IMAGE COLUMN DISPLAY

In almost everything we do, we use the
Internet. It has removed all communication
barriers, making It the main tool we use to
interact with one another. This page aims to
guide brands/individuals get their message
across online the right way ✅
Likes: 32
Digital citizenship is accompanied by
many rights and responsibilities, which
are intended to protect you as well as
everyone else with whom you interact
Likes: 46
Comment: 1
Ready or not, the digital era has
enveloped us to the point where it’s a
necessity to embrace and curate our
online identities.
Likes: 69
Comment: 4

GREEN COLUMN

There are several positive and negative

Swipe left to check out some basic rules Being in The Spotlight | It often feels
effects of using the Internet It can be
and responsibilities or having a digital like everything we do online is criticised
used for good, or for bad. With the rise of
usage, it is important to know the correct
persona. ⬅ Do you follow these rules ... ♀Anything we say or do can be
when you’re online? taken by others in either a positive or
ways to handle tricky situations we may
negative way.
come across online.

Likes: 35 Likes: 47 Likes: 56

Comment: 2 Comment: 1 Comment: 3
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STORIES DISPLAY
2 interactive stories
Poll received more interaction, at 11 answers

After the introducing the posts on the page, I then asked followers if On Display could be a
negative or positive thing. Majority said negative. Online information can be negatively
taken advantage of by others, causing the spread of false rumours. The level of trust
consumers have put in the Internet has caused the increase of false personalities in which
the online self does not reflect the physical self, in terms of accurate demographic
information (age, location, gender), leading people who connect with these profiles to
develop strong relationships with a false being.

This has a negative consequence when the want for a physical meeting takes place, and
expectations of what the person ought to be is not met. This could cause problems such as
self-esteem issues and gratification from manipulating others. Whether it be brands or
consumers, negative exposure from the Internet is something that cannot be avoided
(Tiago and Veríssimo, 2014). This can be balanced by sharing positive stories online and to
always promote critical thinking to encourage others that although online personalities are
always On Display, it is important to always think for oneself and not base an opinion
wholly on other peoples’ experience.
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PHASE 1 SUMMARY
Week 2 to Week 5 (8 June - 10 July 2020)
DISPLAY
100 Followers
281 Reach
658 Impressions
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referencing DISPLAY
ON DISPLAY PROBLEMS

Towards the end of Phase 1, I got

contacted by 2 representatives from
Mintel, asking if I was using Mintel's name
in the promotion of my campaign. I
cleared the issue over email and informed
them I was running a student project. I
realised the importance of stating the
purpose of a page in the Instagram
description.

Mintel has informed me they are pleased

and is looking forward to the project.

POST INSIGHTS

These insights are taken from the campaign's latest post

41% of accounts reached are not followers. Attractive content needed to gain
follows from non-followers

Posts gained the most impressions from hashtags. Will continue using creative
yet relevant hashtags and geotags in future
campaign
design
content + visuals
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INTRODUCTION POSTS DISPLAY

After posting introduction posts, I gained 1

reshare of my profile from a connection. I
also noticed that the reblog I posted of
another user’s LinkedIn post got about 32
views, while an online article link directly
shared from Google gained 68 views.

Since the online article was more popular, I

decided to continue posting online articles in
Phase 2.
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PHASE 1  DISPLAY
Week 2 to Week 5 (8 June - 10 July 2020)
464 Connections
298 Profile Views
I was surprised by the number of people wanting to connect with the On Display
Blog. I have a personal LinkedIn account which only gained about 10 connections in
the 2 years that I had it. However, I never attempted to post content, or understand
the way the platform works. For this campaign, I learnt how to post interesting
articles and develop content weekly, which made a big difference in my connection
count.
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phase 2 Week 6 to Week 10
(13 July - 21 Aug 2020)
DISPLAY
MICROBLOGS
Carousel microblog posts teaching followers
about how to use their online presence wisely
100 likes per post on Instagram

ARTICLES
Articles paired with visuals teaching followers
about how to use their online presence wisely
200 new connections on LinkedIn

"ASK ME ANYTHING"
Q&A session where I take in questions
followers have regarding online issues
5 questions on Ask Me Anything activity
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OBTAINED INFORMATION
DISPLAY
Current trending topics 
Viral stories relating to On Display topics
Obtained from Twitter "Malaysian Trends" page

INFORMATION DEVELOPMENT
Extract the key points from these big stories and
developed into visuals for easy reading

DESIGN RATIONALE

Microblogs in the form of carousel posts

Instagram Stories
Bite-sized content of big stories for quick
reading
TOPIC 1
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ONLINE CONTROVERSY
DISPLAY
The topics covered for this week were “Do brands need to be
controversial to be socially responsible?”. This is because sometimes
brands have to step out from the general rules of social media in order
to make a statement. The main story featured was about IKEA
announcing STORSTOMMA – a rainbow version of its iconic bag. This
was an example of how brands can use controversy to make a statement,
and how sparking controversy online can be dangerous.
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TOPIC 2 DISPLAY
ONLINE VS. OFFLINE PERSONALITIES

The second topic raised the question “How different are your online
and offline personalities?” This is because people create avatars who
represent us in the online world. These are personas that are designed
conscious or subconscious - to shape others’ ideas about who we really
are. The story featured was about British band The 1975 who created
a controversial music video insulting the feminism movement. This was
an online statement that contradicted what they had stated in live
concert previously. The advise given this week is to always create
content to fit your audience, if not it can lead to scrutiny, and a loss of
followers in terms of the band. There was also explanation of the term
“cancel culture”, regarding "unfollowing" and backlash.
TOPIC 3
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ONLINE REPUTATION + VISIBILITY
DISPLAY
DURING COVID-19

The third topic is the importance of online reviews. Tips were

provided on how to write a useful online review to help a
business, and for businesses, how to turn negative reviews into
an opportunity to attract more customers. For a case study on
how false reviews can effect a business, I featured the story of
the “Pink Tag rumour” in Ipoh, Malaysia and how false reviews
affected a restaurant. I closed with the advice to always ensure
all claims we make online are thoroughly checked prior to being
uploaded.
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INSTAGRAM
Week 6 to Week 10 (13 July - 21 Aug 2020)
DISPLAY
220 Followers
683 Reach
1148 Impressions

LINKEDIN
794 Connections
466 Profile Views

There was an overall increase in insights from both Instagram and

LinkedIn. I believe this is because I featured popular stories which
attracted the attention of users, and gained new followers. I believe
trending topics relating to On Display will help me build this campaign
even further.
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phase 3 DISPLAY
POPULAR TOPICS 
Create and post content based on topics received in
Ask Me Anything
Reach 500 connections on LinkedIn

IGTV COLLABORATION
Discussion about current topics and trends and
the importance of having knowledge on it.
Reach 200 followers on Instagram
Gain 10 views of IGTV

END OF CAMPAIGN
Feedback collection
1. INFLUENCERS N
Week 1 (24th - 28th Aug)
Carousel posts + LinkedIn Articles
DISPLAY
How to become an influencer
For brands, benefits of influencer marketing

2. CATFISH
Week 2 (31st - 4th Sept)
Carousel posts + LinkedIn Articles
How to spot a catfish
Online personators and scams

3. ONLINE ACTIVISM (CLICKTIVISM)

Week 3 (7th - 11th Sept)
Carousel posts + LinkedIn Articles
How to make your activism accessible and inclusive
IGTV w/ Plastic Under Your Control - How does he
approach his campaign online? What worked and
what didn’t?
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PHASE 3 DISPLAY
The following images are examples of posts that were posted during Phase 3. They
included microblogs and articles about the requested, popular topics of interest.
These obtained an average of 100 likes/views per post. I also hosted an IGTV
interview on the final topic of online activism with Han Min from the Plastic Under
Your Control campaign. This was chosen as the closing of the campaign to inspire
followers to use their online persona to create a greater good in the world. The
interview covered areas of how to be an online activist, his experience launching
his activism campaign in these 4 months and tips a new activist could find helpful.
The IGTV has gained 15 views since posted.
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PHASE 3 DISPLAY
Week 11 to Week 14 (24 Aug - 14 Sept 2020)
332 Followers
775 Impressions

Towards the end of the campaign, my colour scheme became more digital and I
decided to include aspects of neon lights, especially in the Story Highlights area, to
make the content design stand-out more. It was looking a bit pastel and flat before
that. I am pleased overall with the follower number I have gained. Most of these
are active followers, also running microblogs, in the digital marketing or graphic
design area. I built a relationship with the users behind these accounts by following
their pages and asking them to find out more about what they were doing to create
a strong follower base.
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PHASE 3 DISPLAY
Week 11 to Week 14 (24 Aug - 14 Sept 2020)
953 Connections
534 Profile Views
On LinkedIn, I am really amazed how the amount of followers grew from Phase 1.
Although my main target were brands, many final year students connected with the
account to find out more about the digital world in terms of using it in the industry.
Many of the connections are digital marketing experts. A few of them found my
page when I interacted with their posts. Towards the end, I even received
Endorsements from a connection. I found out about the usefulness of LinkedIn and
the importance of having a LinkedIn account in the industry.
conclusion
feedback + reflection
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interaction DISPLAY
CONTACT WITH IMOTORBIKE
Being reached out to by a local brand.

In Phase 2, I covered the topic of online reviews, and how it was

important to be honest when reviewing brands, especially after the
effects of the pandemic on local businesses. A few weeks after, I
received a call from iMotorbike, a local motorbike community,
regarding my posts and why I decided to cover that topic. They had
found my phone number on my LinkedIn account and wanted to check
if I would be interested in reposting their brand on the On Display
page, in exchange for free membership to their community. Although I
do not ride motorbikes, I agreed to this exchange and soon I received a
package with a few branded stickers addressed to me. This exchange
made me realise how influencer marketing works. I was surprised that
they managed to find my account, as my campaign is still a fairly new
one. I feel privileged they regarded me as an influencer, especially
when it comes to creating content to support small businesses.
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interaction DISPLAY
CONTACT WITH TEAM GLOBALSTARS
Being reached out to by an influencer sourcing company.

Also from LinkedIn, a lady called Celine got redirected to my Instagram

page. She is from an influencer sourcing company called Team
Globalstars, looking for Malaysian influencers. She contacted me to ask
about the project and how I develop content. She asked me if I would
be interested to continue as a content creator on behalf of Team
Globalstars after the On Display campaign has ended. This would be a
great opportunity after I finish my studies, as they currently have 600
influencers situated around the country. The tasks include getting
products to review from brands, and using the On Display page to
promote it through influencer marketing.
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interaction DISPLAY
FOLLOWERS
Keeping in touch and engaging.

Over the span of the campaign, I had people reach out to me regarding why I was
doing what I was doing, and the inspiration behind the campaign. I connected with
many graphic design accounts, and often we would support each other by
commenting and liking on posts. This exposed me to a community I did not know
existed, and it was eye-opening to realise the sheer amount of pages doing similar
microblogs. It gave me the opportunity to stand out by searching for content to
share that was not really seen before on Instagram/LinkedIn. Below are some
screenshots of key interactions between my followers and I.
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feedback collection DISPLAY
To support the feedback further, I conducted a free structured Q&A session with 3
people who had been following my page, and 2 who had not been following my
page, but had scrolled though the pages when I had met them for the Q&A session.
The following are their answers in regards to the main topics covered:

RELEVANCE OF CONTENT
Case studies
Preferred part of campaign
Stories related to On Display were interesting

DESIGN STYLE
The colours feel digital
It feels modern and cool. Not dated.

CONSISTENCY
Good consistency, the content was not really spammed
Good mix of Stories and Posts

ARTICLES
Business tips were useful
Summary of each article in the Post was good as they got a glimpse
of what the article was about before opening the page

WHAT DOES ON DISPLAY MEAN TO YOU?

Being careful of your online presence

Online safety
Using the internet to display ourselves for a better cause
 personal reflection
After this 4-month campaign, I feel
accomplished. I had never run a solely digital
campaign before, and I was nervous if the
content I worked so hard to create would
actually be seen by anyone online. Thankfully,
it worked out and I gained a great follower
base. I truly understood the challenges when
it came to social media management.
Especially the weekly content creating, the
designing, and tracking the statistics. I think
keeping up with latest trends, such as On
Display from the Mintel report, is useful for a
career in Advertising and Brand Management.
I feel inspired to continue posting and
creating more content for these pages, and
possibly explore a career in social media

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management.

ISPLAY
references
Baden, R., Bender, A., Spring, N., Bhattacharjee, B. and Starin, D., 2009,
August. Persona: an online social network with user-defined privacy. In
Proceedings of the ACM SIGCOMM 2009 conference on Data
communication (pp. 135-146).

Kutler, N., 2011. Protecting your online you: a new approach to

handling your online persona after death. Berkeley Tech. LJ, 26, p.1641.

Bullingham, L. and Vasconcelos, A.C., 2013. ‘The presentation of self in

the online world’: Goffman and the study of online identities. Journal of
information science, 39(1), pp.101-112.

Savage, N.S., Wouhaybi, R.H., Nachman, L. and Sahay, S., Intel Corp,
2018. Online social persona management. U.S. Patent 9,948,689.

Kietzmann, J.H., Hermkens, K., McCarthy, I.P. and Silvestre, B.S., 2011.
Social media? Get serious! Understanding the functional building blocks
of social media. Business horizons, 54(3), pp.241-251.

Asur, S. and Huberman, B.A., 2010, August. Predicting the future with
social media. In 2010 IEEE/WIC/ACM international conference on web
intelligence and intelligent agent technology (Vol. 1, pp. 492-499). IEEE.

Hu, Y., Manikonda, L. and Kambhampati, S., 2014, June. What we

instagram: A first analysis of instagram photo content and user types.
In Icwsm.

All stock images sourced from Unsplash.com

student details
Name: Helena Roshnee
TP044404
APT3F1911ABM
SEPTEMBER 2020