Dunkin’ x Charli
To begin this creative process, I reached out to Nicole to be my partner because I watched her first LEAP project and thought she did a really nice job. This was somewhat awkward to do over email but it worked out. First step: complete!
To start our creative process, we brainstormed on a Google doc, both pulling interesting topics from the glossary. Once we wrote a substantial list, we decided to have a phone call to discuss topics and decide. It was during this call that I brought up a podcast I was recently listening to about businesses like Dunkin that are excelling with their influencer marketing campaigns. We got to speaking about our opinions on influencer marketing and decided this was a topic we wanted to dive further into since we see influencer marketing ads on a day-to-day basis. We finalized a solid idea. Next step: planning the video.
We discussed how to “divide and conquer” the leg work of the project. We wanted to make the division of work fair, both taking equal amounts of work while also leveraging our individual academic strengths. The main challenge of this project was figuring out how to fairly divide the work while also collaborating together on the video despite us being physically separate. Since I enjoy working with iMovie and shooting videos, I offered to film the clips, screen record other media sources, and be the one who assembled the video. Nicole is a great writer, so she decided to research and write the script. We both acted as the editors of the other person’s work, and we both caught mistakes and added to the other’s work. For example, I added to the script when it needed to be longer, and Nicole caught a key mistake I had made in matching the voice-over to the images. This method worked well for us since we were able to work independently and collaboratively to make the best possible video. Working with the “Power of Two” helped us gain a second set of eyes for the different tasks we had to complete. Finally, we needed to execute and CREATE to learn.
The final step once we had the script written was to create our video. I had the idea to film a visual representation of Charli’s target customer waking up, going on TikTok, seeing her Dunkin ad, and going to Dunkin’ to buy the drink. There were also key examples of social media posts that needed to be included in the video. We decided to combine two different media forms of film and screen-recording to make an engaging video that both told a story through the filmed clips and also included supportive images of the social media posts. I think we balanced the two types of moving media well and integrated them to flow cohesively.
The last challenge we encountered was balancing the work of this project with our other classes. Nicole and I are both seniors who are graduating soon, and we have many other obligations and classwork. Finding time to talk and collaborate was tough, but we overcame this challenge through open communication and coordinating specific times to work on the project. We were eventually able to get the project done many days early, which was a proud and relieving moment. Overall, I enjoyed diving deeper into the concept of social media influencers and strategic businesses that are able to see the immense opportunity it brings.
