Presentation Feedback

Following our submission of our Gorgeous Couture presentation we received some feedback advising us how to improve our project prior to our own final submission. We were pleased that there is little to change and that our feedback was very positive. Both the tutors and the Gorgeous Couture representatives were really impressed with our presentation and overall idea. In addition, they were pleased that our campaign used their existing dresses plus that we had gathered information about the colour and style of dresses through primary research not from generic trends. The changes that need to be made to the actual presentation are the following:

• To be more concise on the 'Objectives' and include costings of the promotions we've chosen
• Tidy up the layout 
• Showcase the key statements in larger text, maybe even different colours
• Create a shorter hashtag. 'MyGorgeousCoutureProm' is a bit of a mouthful
• Look at post production promotions, how will the hashtag and general prom wear be encouraged more
• Create a customer profile board for our core consumer.

Rebecca, Francesca & Robyn

Complete Presentation

Finally, our Gorgeous Couture presentation can be viewed here.
Within our presentation we outlined our campaign idea, survey findings, smart objectives, a selection of our favourite images from the shoot, our social media, website and video campaigns, ending on our overall conclusion. Designed in the form of a magazine, we chose this format as it's more visually exciting than a simple power-point presentation.
Rebecca, Francesca & Robyn

Video Campaign

We had never used iMovie Maker before so were apprehensive about creating our video, however we were undeterred and actually found the concept very simple. After playing around with different shots of the film, we decided on the sequence above whereby the model begins getting ready for prom and then plays around in different prom dresses. As this is a taster video, we didn't want to give too much away in terms of the dresses available for prom, moreover, we kept the video in black and white to ensure continuity with the video already on their website.  

Above is the final edit of our video campaign. We are really pleased with the final outcome of it, as it showcases exactly what we wanted to show from our idea- that Gorgeous Couture will be involved in the whole prom package, not just pushing for a dress sale.

Website Campaign

The following are our final mock-ups of the Gorgeous Couture website with our campaign involved. The homepage is the same as it currently is except it is our promotional video that plays opposed to the current one. Bar this and the prom tab at the top, that is the only reference to their prom collection. This is because we don't want to put off other customers plus, we want to keep continuity within the brand. 

The prom tab will open up the prom page which again features the video, but also promotional photos and a lookbook. In addition there are tabs beneath the main image that link to the dress collection page, the social media pages and the prom checklist pages. 

Our dress pages are exactly the same as the original Gorgeous Couture ones, however with more prominent social media icons so users can directly share the dresses with friends. Moreover, the prices are all to be fixed- slightly cheaper than the normal prices, but still within the main bracket that our survey revealed people would pay. 

Our checklist page is based on the current Made-to-Measure page as that reflected what needed to be communicated perfectly. Each part of the checklist is linked to social media so when clicked will direct users to Facebook and Twitter so that can tweet 'Sarah has just bought her Gorgeous Couture prom dress' etc. The checklist page also is linked up their Pinterest and by clicking on certain words will direct users to this page for more visual inspiration.

Rebecca, Francesca & Robyn 

Social Media Campaign

The following are our final outcomes for the social media aspect of our campaign. We want to integrate the prom collection within the rest of the Gorgeous Couture brand, thus haven't created a separate web-page or account for each element. In terms of Twitter, Facebook and Instagram, posts will be regular starting with behind the scenes shots to create a buzz and mystery, then followed with our campaign images over our selected time period. We have decided to integrate this within the rest of the Gorgeous Couture brand because not only are we extending the brand reach to a new audience, but also this may extend brand reach and their social media impact as well.

With our Pinterest account, there will be numerous boards varying of Prom content, and similarly to Topshop's previous competition, we intend to invite audience to create their own prom mood boards and use our hashtag of #MyGorgeousCoutureProm to be in with the chance of winning prom experiences like make-overs, dresses, transport etc. 

Rebecca & Francesca

Social Media Campaign- Editing Process

Creating the Twitter, Instagram and Pinterest's pages for the social media campaign was fairly straightforward. For Instagram, I used a screenshot of their existing account and simply used our own images and integrated them within their's. The 'behind-the-scenes' shots are going first to begin creating a buzz about the new range, then follows the campaign images and other promotional shots. All these created were done in the style of Gorgeous Couture's existing Instagram style e.g. the blurred image with the text 'Coming Soon' over the top.

The Twitter page was drawn out on Illustrator. In terms of their cover photo and background, these have been kept the same simply because our images couldn't fit in correctly without being stretched or having part of the image covered. It would be good if Gorgeous Couture considered changing their cover photo to a prom one during the time of the campaign to keep as another way to promote the collection. Again, like the Instagram page, the prom tweets will be integrated and put alongside all the tweets.

To create their Pinterest page, I simply created the board using a variety of images that have been sourced over our research, and simply changed my account name to the Gorgeous Couture one.

Rebecca

Photo Edits

When it came to editing the images some shots were easier than others as all this required was adjusting the levels, brightening up the image and using the selective colour tool to bring out the balance making some colour more dominant giving an overall stronger aesthetic to the image.
The images from the Harris Museum did not need much editing due to the use of natural lighting with the surroundings having an overall balanced approach. The tools needed to edit this included:

• cropping the image
• selective colour tool and shadow forming tool
• levels/brightness and contrast
• vibrance
• saturation.

All in all this was fairly simple to act out making this set very easy and enjoyable to edit.

It was the other set from the studio that proved to be tricky and a little complicated. This is because of the shadow that was formed at the top and the bottom of the image due to the lighting effect within the studio.

As I was unaware of how to go about getting rid of these markings on the picture I asked my tutor who then told me that you need to create a new layer and place a rectangular shaped box on that layer covering the whole page, placing this behind and then using the eraser to remove the greyer areas.With this being so I then went back and tried to get rid of this as much as possible. I chose to leave a little shadowed effect near the models feet to make this look realistic. When doing this i found that the overall aesthetics of the image came across stronger which is what we wanted.

 This is how I edited all the images selected from the studio set. This did take longer than i anticipated it too but I wanted to ensure they all looked the same so i made the style consistent which allows all the images to be aesthetically pleasing and allows all the focus to be on the Gorgeous Couture dresses. 

Here are all of the edited images together:

With all of these now being edited we are now ready to begin designing our campaign and placing this all together ready to present on Monday with our final ideas.

Robyn