Shine Bright: The Coup's Social Media Campaign for Trace TV

This case study follows the journey of The Coup, as they partnered with Trace TV to create a multi-country social media campaign called "StandUpNShine". Trace TV, an Afro Urban television music company, sought to promote their brand and engage with their viewers by encouraging them to showcase their brightest selves. The Coup's challenge was to create a campaign that could be delivered across multiple countries and languages while remaining true to Trace TV's brand identity. The end result was a successful and impactful campaign that sparked engagement and encouraged viewers to "StandUpNShine" in their everyday lives.

The problem

Overcoming Language Barriers for a Global Campaign

Trace TV is an Afro Urban music channel that sought to increase engagement with its wide audience. The challenge was to design and execute a social media campaign that would promote the campaign and encourage viewers to share how they shine in everyday life. The campaign had to be delivered in multiple countries, languages, and platforms requiring careful consideration of cultural nuances and local preferences. The goal was to create engaging content that would resonate with the target audience and attract new viewers to the campaign.

The solution

Standing Out in a Crowded Social Media Landscape

Our solution involved selecting the most effective concept from a range of initial ideas, which incorporated powerful photography of young people shining bright and interacting with the main message of the campaign. This approach helped to create a successful and impactful campaign that resonated with the target audience. This exacution could also be easily translated between the different languages without losing the tone of the campaign.

Our Approach

Creating Vibrant, Eye-catching Design to Capture Viewers' Attention

We approached the "StandUpNShine" campaign for Trace TV by first conducting research on the target audience and the social media platforms used in the targeted countries. We then brainstormed various concepts and presented them to the client, with the final concept being chosen based on its ability to effectively convey the campaign's message while incorporating visually stunning and relatable photography. The design included cut-out text that interacted with the models, creating a dynamic visual effect. The use of different variants of "shine" in the typography directed the user's attention to the main message. Additionally, we ensured that all calls-to-action (CTAs) were applied in clickable variants, making it easy for viewers to engage with the campaign and share their own shining moments. By taking a strategic and creative approach, we were able to successfully increase Trace TV's social media presence and engagement with their wide audience.

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