CAMPAIGN STRATEGY
Consumer Research
Conducted survey research complete with a detailed analysis of responses breaking down differences by age, gender, race, income, pre and post VR experiences, etc.
Directed 4 focus groups with a detailed analysis, recording, and transcription. Focus groups were broken down by college students with VR experience, without VR experience, and an even split. The 4th group were high schoolers with a mixture of VR experience.
Party Observational Study
To see our target market interact with the product firsthand, we threw a party with the Meta Quest 2 as entertainment.
This observational study allowed us to see peoples first interactions with Meta Quest in a social setting. Afterwards, we asked each person to answer a few questions about their experience allowing us to create a detailed report on our findings.
For example. one of our finding's showed women were less likely to use the Meta Quest in social settings in fear of look silly. Men were less likely to experience this fear. If not for this observational study, we would not have known to ask this question in our surveys.
Market Profile
Through our research we developed two market profiles, "Homesick" and "Social Butterfly". These people seem different but have one important thing in common, a need for connection, whether that's strengthening current connections or creating new ones.
CREATIVE
Our First Time
Our First Time
First times can be scary and messy; virtual reality is no different. We'll disarm the awkwardness by embracing it. Our campaign consists of a streaming commercial, social media schedules and content (including influencer kits), display ads, and two partnerships.
Our First Time
For our campaign we created a streaming commercial. Airing on Hulu and Crunchyroll, our commercial features a young couple sharing their first experience with the Meta Quest headset.
Display Ads
For our display ads we developed two sets of designs. One color pallet resembles the pink and blue gradients of the website whereas the other features a sleek black backdrop.
This allows us to A/B test our display ads for different target audiences, websites, and social media platforms.
Partnerships
Live Nation
Our partnership with Live Nation allows us to expand Meta Quest to a new target market. Now we can not only help homesick students maintain relationships, but we can also help students forge new friendships and create lasting memories through unique VR experiences.
Bumble
This match helps people go on memorable VR dates before meeting in person for a variety of reasons such as distance, safety concerns, pandemic measurements, and more.
Social Media
Our social media plan consists of a posting schedule for Twitter and Instagram, the primary platforms of our target audience, along with several Tik Tok advertisements and a variety of brand ambassadors.
VR Bingo, influencer giveaways, Bitmoji accessories, and more will allow our consumers to directly interact with the campaign.
