Experiential Marketing Campaign Design, Concept, Process

1. Experiential
Marketing
Campaign
Company: “ROOTED”
Designer: Lauren Gray
Campaign: “Embrace Your Roots”
Project Duration: Month of April

2. 2
Campaign Details
Target Market
The target market for “ROOTED” is primarily black women with natural hair. This can be broadened,
however, to women of color or anyone with a curly hair texture.
Project Goal
“ROOTED” is a (currently non-existent) e-commerce website and app that allows people to trade hair
care products with one another, in order to reduce product waste. The app fits into several categories.
For example, it has its place in the natural hair care movement since it helps people try products for
cheaper than they usually would be able to. It also has environmental impact since it reduces the amount
of product that goes unused and therefore wasted.
Campaign Strategy
In order for this product to reach the appropriate groups, it’s important to cater to both aspects of it.
The color scheme was chosen to be shades of green and other earth tones because of the product’s
environmental impact. The logo itself is a blend of the two main aspects of the product by combining an
image of a woman with an afro with tree-like characteristics.

3. 3
Use of Brand Identity
Paperless Marketing
I created a snapchat filter using LensStudio that displays the logo across the screen as the user takes a
video or picture. Users can share the filter, thus creating “buzz” for the brand. I preferred this to
material giveaways because it’s more environmentally friendly than creating keychains or phone cases or
whatever it may be, which fits the brand more. (A video of the filter is included on my e-Portfolio, since
it was difficult to show the full filter just in screenshots)

4. 4
Use of Brand Identity (cont.)
Immersive Campaigning
This is a flyer made on Photoshop for a workshop that would be held on Instagram Live to teach people
innovative ways to reuse their products & to introduce them to the app!

5. 5
Discovery
Brainstorm / Sketches
Market Competitors
A number of apps currently exist where users can sell items they already own such as eBay, Depop, Etsy,
Decluttr, etc. I can look to those apps to see things I may want to adopt for my own. I can also
distinguish my app from those because of its specific function (reducing hair product waste). There are
also a number of hair care apps out today for women with natural hair such as Coily, Bantu, Myvana, etc.
These apps help women along their natural hair journeys in different ways, yet none of them allow
women to get rid of their unwanted products or try out new ones like Rooted does.

6. 6
Discovery (cont.)
Research

7. 7

8. 8
Logo
Design Variations

9. 9
Logo (cont.)
Final Outcome