How to Create a digital marketing campaign

Word count: 3,000 words (+/- 10%) Format: Report and Consumer Journey

Task: Create a digital marketing campaign for the ‘direct competitor’ of your chosen brand in your assessment one. However, you will create use a ‘social enterprise’ in the digital marketing campaign. For instance, buying a product can address issues such as domestic violence, climate change, poverty, and so forth. Take note that the campaign should have a business/brand-to-person focus. For example, selling a brand to a person/market rather than to a business.

This assessment is divided into two tasks: (1) the report (2,000 words) and (2) the infographic of a consumer journey and a brief discussion of the elements in the consumer journey (1,000 words).

What is a brand with a social enterprise? A brand that essentially takes a stand on an issue, build and help communities, and advocate for positive change. Have you seen the recent Gilette Ad? That’s a good example of how brands are being utilised to promote innovative ideas and foster critical conversations on a particular issue. Creating brands with a purpose can be challenging. Without proper planning and critical thinking, a brand can become successful or it can be destroyed.

Below are some articles to read on to help you think about creating brands with a social purpose.

Your report should supply the following information:

  1. BRAND Provide essential information about the brand. Present information about the social issue that you want to tackle. Discuss why this brand is the direct competitor of the brand that you chose in your first assessment.
  1. SOCIAL Discuss the social issue that the brand addresses.
  1. TARGET Provide a brief overview of the brand’s target market. Based on the information that you gathered on your brand’s target market, identify a specific consumer who will consume the brand. Produce a brief ‘consumer persona’ of that specific consumer.

Take note that this consumer will be the key consumer in the consumer journey. The consumer persona should include the following information:

  • Demographic: Provide appropriate demographic data such as, age, gender, marital status, occupation, geographic location, and so
  • Motivations: What influences decisions your persona makes in pursuing goal-seeking and task-related behaviour in relation to your brand and the product market?
  • Challenges and Pain Points: What prevents your persona from achieving their goals or performing their tasks? What frustrates them?
  • Goals and tasks: In the context of your brand and the product market, what is the reason they will use online channels? What do they need to do?
  1. DIGITAL MEDIA CHANNELS AND Identify and discuss the use of different online channels and contents to engage the target market. Use the PESO model in producing a strategy.
  1. STRENGTHS AND Discuss the strongest aspects of the digital marketing strategy. Reflect on how the brand and the social purpose can be communicated effectively through your digital marketing campaign. Articulate some of the challenges that your digital marketing strategy might encounter in promoting and selling a brand. Articulate how you will address such situations.
  1. EVALUATION Discuss how you will evaluate the effectiveness of using digital media platforms and contents in communicating and promoting the brand.
  1. Incorporate the references used in the report and in the consumer journey.
  1. CUSTOMER JOURNEY & DISCUSSION (1,000 words). Map out how your target consumer (based on your consumer persona) will go through the different stages/phases of the customer Make sure you provide information for the following: (1) sentiment, (2) customer needs and interactions, (3) customer expectations, and (4) improvement/opportunities. Make sure that you also take into account how your customer will engage with the social issue that is being addressed by your brand. A TEMPLATE will be provided for this. The elements in the consumer journey should be discussed in the submission.

Take note:

  • The consumer journey and the brief discussion of the consumer journey should be submitted as a separate
  • When you reference a scholarly or non-scholarly work in your customer journey, put the references in the reference list of your
  • The individual makes decisions on how to present the
  • This unit uses Turnitin so assignments must be submitted as an MS Word However, those who are wanting to use software such as Adobe InDesign to control design elements and for an overall professional finish may upload two versions. How does this work? The Word version includes ALL the text elements, the other version is formatted professionally. When you upload the files, indicate which one is to be marked. Note, you are not expected to have Visual Communication Design expertise or knowledge of the Adobe Creative Suite to succeed with this assignment.


  • Use Harvard Referencing
  • A minimum of 3 scholarly resources and 5 non-scholarly resources.
  • Do not plagiarize!


  1. Title This includes the unit title, the name of your brand, your name, student number, and date of submission.
  2. Table of This details the sections of the report.
  3. Executive This presents the key points of the report. Have a look at this link to know more: executive-summaries.html
  4. Body of the report (one file).
    • Brand overview
    • Social enterprise
    • Target market
    • Digital media channels and contents
    • Evaluation approaches
    • Strengths and challenges
  5. References
  6. Customer journey and discussion (submit as a separate file)

*Image by iGmena (CC BY-SA 4.0).