Based on information presented by the Heart Foundation (2018), it is clear that adults aged 45+ are at a dramatically increased risk of heart disease, therefore making them a clear target demographic in executing this strategy.

After analysing the Sensis data (2020) to further gauge the best strategy for this project, the results were clear and provided an excellent guide for how to proceed and formulate the stills. Using the filter tool on the glow feed website (initially I faced some technical difficulty but once I wrapped my head around it, it was really simple), I was able to focus the data on my chosen demographic (categories were 40-49 yrs, 50-64 yrs, and 64+ yrs).

These were the important points:

40-49 years old

  • 78.4% of participants in this age bracket check social media every day.
  • 51.1% of social media users check social media first thing in the morning.
  • 56.1% of social media users check social media in the evenings.
  • 89.8% of social media users in this age bracket use facebook.

50-64 years old

  • 67.5% of participants in this age bracket check social media every day.
  • 54.3% of social media users check social media first thing in the morning.
  • 64.5% of social media users check social media in the evenings.
  • 89.5% of social media users in this age bracket use facebook.

64+ years old

  • 63.9% of participants in this age bracket check social media every day.
  • 61.4% of social media users check social media first thing in the morning.
  • 52.4% of social media users check social media in the evenings.
  • 93.1% of social media users in this age bracket use facebook.

Data Findings

Based on the data presented above, I was able to gauge certain information about how my target demographic use social media and therefore assisting the strategy plan. It is clear that the majority of people aged 45+ access social media every day, and otherwise check it every other day, highlighting the fact that a social media campaign would reach a large portion of the target demographic. The morning and the evening are clearly the most active times on social media for this age group, meaning the social media posts/campaign can be posted at these peak times and therefore reach them when they are accessing their social media. And finally, the extremely large majority identify Facebook as their main platform.

This answers the integral question of propose a platform or platforms that is/are relevant to your target audience: Facebook.

Further, to increase maximum interaction and viewing between the campaign stills that would potentially be posted to Facebook, I did some research about colour and how to formulate the stills in terms of colour so that they would be appealing.

Concepts that include warm colours increase positive attitudes and engagement as opposed to cool colours, which include reds, orange and yellows etc. (Pilelienė & Grigaliūnaitė 2017). This information provides me with key information about how to create and design these prototypes. Similarly, visuals and advertisements containing clear, concise messages, for example dot points, increase readability and engagement (Bonnardel, Piolat & Le Bigot 2011).

References

Bonnardel, N, Piolat, A & Le Bigot, L 2011, ‘The impact of colour on Website appeal and users’ cognitive processes’, Displays, vol. 32, np. 2, pp. 69-80.

Heart Foundation 2018, Cardiovascular risk profile of Australians aged 45 and over, viewed 12 April 2020, <https://www.heartfoundation.org.au/about-us/what-we-do/heart-disease-in-australia>.

Pilelienė, L & Grigaliūnaitė, V 2017, ‘Colour temperature in advertising and its impact on consumer purchase intentions’, Oeconomia Copernicana, vol. 8, no. 4, pp. 657-669.

Sensis 2020, Have your say Australia, Yellow Social Media Report, data file, Sensis, Melbourne, viewed 12 April 2020, <https://portal.glowfeed.com/shared-report/f98c499e-2cfd-4c17-8432-12fa1d4734b6?token=df9fc36c000cb1478205baf09511eb8e&emailVerifyToken=5m3vl72n0>.