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SOCIAL MEDIA
Valley Pike Farm Market
Our client for a television and preroll advertisement was Massanutten Resorts. Home to over 6,000 acres of mountain, Massanutten offers a wide range of activities, from skiing and horseback riding to spa days with the family. We created a 60-second television commercial and a 15-second preroll advertisement to incline the audience to purchase its winter family package.
Creative Brief
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Linked In
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Design Rationale
The LinkedIn posts, similar to the Facebook posts, have the objective to emanate a homey and comfortable aesthetic, wanting customers to think of Valley Pike Farm Market when imagining a joyful Christmas. The post shares Valley Pike Farm Market’s deals it has for craft products and treats, advertising to customers looking for Christmas gifts. The images of Christmas treats were included to entice viewers to want to buy products from Village Pike Farm Market for their family and friends or even for personal enjoyment. The heading “Nothing Beats Local Treats” capitalizes on the idea that customers should shop local when looking for presents during this gifting season.
Media Rationale
With over 930 million users on LinkedIn, it makes for a great platform to reach audiences looking for updates on businesses or to maintain awareness of brands (Geyser, 2023). With a majority of users being within the adult range, LinkedIn would be able to reach the desired audience of customers looking for holiday gifts. Having users see the holiday deals through LinkedIn will entice customers to purchase Village Pike Farm Market products for their gifting needs.
Design Rationale
Both Facebook posts display holiday treats along with the hashtag #NothingBeatsLocalTreats. The first post includes an image of festive holiday cookies to entice users to want to buy products from Village Pike Farm Market. The earthy color scheme and clean font style give a homey and comforting aesthetic to the advertisement. The second post includes an image of a cozy mug of hot chocolate, following the desired warm and comforting aesthetic. The objectives of both advertisement designs are to attract users using welcoming holiday images and tones to meet the end goal of increasing sales during the holiday season.
Media Rationale
Facebook has over 2.93 billion active users each month with 70% of adults being the majority (Newberry, 2023). With such a large platform of users, Facebook makes for social media with some of the most diverse and extensive audience demographics. Facebook also includes a setting allowing users to join and create groups for local residents and businesses to communicate. This allows small businesses to reach their desired audience to post updates and maintain awareness of their brand.
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Design Rationale
These Twitter posts both include a picture of baked holiday cookies with the campaign hashtags #NothingBeatsLocalTreats and #ValleyPikeFarmMarket. The colors tan and green were chosen because they are cohesive with Valley Pike Farm Market’s website and branding. These simple images are meant to highlight the holiday spirit and allow the viewer to read the message within the Twitter post. Due to Twitter being a medium that is easily scrollable, our tweets are meant to be simple and have a festive holiday season aesthetic. The message encourages viewers to visit Valley Pike Farm Market and purchase holiday treats such as jams, jellies, meats, and cheeses as a gift to their loved ones this holiday season.
Media Rationale
Throughout 2022, Twitter has generated $4.4 billion dollars in revenue, and this number is expected to rise in 2023. The United States is Twitter's highest-ranked country, with 95.4 million users, each spending about 30.9 minutes per day on the app (Woodward 22). Twitter is a social media that appeals to a variety of demographics, making it a great platform to reach people on. In addition to this, users are able to join community pages, getting them in close contact with local companies and events.
Design Rationale
Each Instagram post highlights Valley Pike Farm Market's delicious food by showing vibrant cookies, and a beautiful spread of meat, cheese, and nuts. The first post includes the phrase “From market to stocking,” motivating viewers to purchase their treats as the best holiday gift. The second post shows a variety of food set out on a kitchen table, showing the viewers how great their purchase can be when enjoyed with others. It also includes the company's logo in the bottom right corner, resulting in brand recognition. Both posts emphasize Valley Pike Farm Market's amazing food that is up for sale this holiday season.
Media Rationale
Instagram is the world's third most popular social media platform and is used by 2 billion people monthly (McLachlan 23). With Instagram being so popular, it is a great platform to showcase business promotion, better company marketing, and present deals to your target audience. The highlight of most Instagram posts is a visual picture followed by a caption. This is perfect for the holiday season because by posting images of the products for sale, Valley Pike Farm Market is able to showcase its local holiday treats.
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