– Engaging with an audience in creative media production.
The Archive
Content:
The Archive is a short form documentary about the history and development of Brazilian Jiu Jitsu. The documentary explores where BJJ came from, how it developed over time and how the sport has changed into what people practise today.
The content would mainly be platformed on YouTube, because it is designed for video content and allows audiences to watch both short and long form documentaries. It is also a platform where sports fans regularly watch highlights, interviews, documentaries and educational videos.
The people most likely to consume this content on YouTube would be young combat sports fans, particularly people who already follow UFC, MMA, BJJ or fitness content. However, they would not necessarily need to already know a lot about the history of Brazilian Jiu-Jitsu.
Demographics:
My main target demographic is 18–24 year old males living in the UK, particularly students and young adults who are interested in combat sports, fitness and sports culture.
I chose this demographic because younger audiences are already highly engaged with sports content through platforms such as YouTube, TikTok and Instagram. Many of them may already recognise BJJ through UFC and MMA without knowing much about the history behind the sport.
Ideal audience member:
My composite ideal audience member is called Lucas Martins. He represents the type of person I imagine watching and enjoying The Archive. He is already interested in combat sports but does not have an large knowledge of BJJ history, meaning the documentary can both entertain and educate him.
Demographic:
- Name: Lucas Martins
- Age: 20 (Target age range: 18–24)
- Gender: Male
- Location: London, UK
- Occupation/status: Full-time university student with a part-time job
He represents my ideal audience because he already has enough interest in combat sports to click on the documentary, but there is still information about BJJ history that he can learn from it.
Likes:
- Brazilian Jiu-Jitsu
- UFC and MMA
- Gym and fitness
- Sports photography
- Sports documentaries
- Social media
- Combat-sports culture
Consumer habits:
Shops he is likely to visit include:
- JD Sports
- Nike
- Adidas
- Decathlon
- Sports Direct
- Foot Locker
Media consumption:
- YouTube is one of his main platforms for longer content. He watches UFC interviews, BJJ competitions, documentaries, training videos, podcasts and highlights.
- TikTok is where he watches short clips such as BJJ techniques, UFC moments, gym videos, edits and sports news.
- Instagram is used to follow fighters, athletes, BJJ academies, sports brands and fitness creators. He mainly consumes Reels and Stories.
NRS Social Grade:
NRS Social Grade E because his main status is being a full-time university student.
Even though he would work part time, this is not his main occupation. His student status also means he is likely to have a lower disposable income than somebody working in a full time professional career.
Example of Lucas:
Heinz x Crocs
Content:
Heinz Beanz x Crocs is a collaboration campaign. It was designed to feel playful, strange and memorable.
It included the idea of limited edition Crocs inspired by Heinz Beanz, as well as a promotional concept where customers could Buy, Scan, Spin and Win. A QR code inside the Heinz tin would take customers to an online spin the wheel experience where they could win prizes such as limited-edition Crocs or themed charms.
The content would mainly be posted on TikTok and Instagram because both platforms are highly visual and work well for fashion, food, humour and brand collaborations.
Demographics:
My target demographic is mainly 16- 24 year old young adults living in the UK, especially students or people in part time work who are highly active on social media.
This group is suitable because younger audiences often discover new products, fashion trends and brand collaborations through platforms such as TikTok and Instagram.
The campaign is playful and slightly ridiculous, which suits an audience that enjoys humour and unusual online trends.
Composite ideal audience member:
My composite ideal audience member is Mia Carter. She represents a young consumer who enjoys fashion, trends, social media and unusual products.
She is the type of person who might buy a product not because she needs it, but because it is funny, limited edition or something she wants to share with her friends online.
Demographic:
Name: Mia Carter
Age: 19 (Target age range: 16–24)
Gender: Female
Location: Manchester, UK
Occupation/status: Full time college student with a part time retail job
She fits the Heinz Beanz x Crocs campaign because she enjoys products that feel unusual, playful and different from normal advertising.
Likes:
Mia is interested in:
- Fashion
- Crocs
- TikTok trends
- Festivals
- Pop culture
- Limited edition products
Her hobbies include shopping, making TikToks, spending time with friends, going to concerts and festivals and experimenting with fashion.
Consumer habits:
- Urban Outfitters
- H&M
- Zara
- Crocs stores
- Depop
- Vinted
She may see a product on TikTok, then search for it on Instagram or visit the brand’s website before making a purchase.
Media consumption:
- TikTok is her main platform. She uses it for fashion trends, memes, celebrity content, product reviews, beauty videos and funny brand campaigns.
- Instagram is used to follow influencers, musicians, fashion brands and friends. She mainly uses Reels and Stories.
- YouTube is used for longer lifestyle videos, music, interviews and entertainment.
This is why TikTok and Instagram suit the campaign. The Heinz Beanz x Crocs collaboration has a strange visual concept that could quickly catch her attention while she is scrolling.
NRS Social Grade:
Mia would fall into NRS Social Grade E because her main status is being a fulltime student.
Although she has a part-time retail job, her main occupation is still education
Example of Mia:
Rugby highlight edit
Content:
The purpose of the rugby highlight edit was to show the most exciting moments from a rugby match in a short and engaging format.
The content focuses on key moments such as tries, conversions, replays and celebrations.
The people most likely to consume this content are rugby fans, local supporters, players and young sports fans who may want to keep up with Staines Rugby without watching an entire match.
Demographics:
My main target demographic is 18–30-year-old males living in Surrey and surrounding areas, particularly young adults who are interested in rugby, football, fitness and local sport.
This demographic suits the content because younger sports fans often prefer quick and easily accessible highlights rather than watching a full match. They can watch the main moments from the game through their phone in a much shorter amount of time.
Composite ideal audience member:
My composite ideal audience member is called Jack. Jack represents a young local sports fan who enjoys rugby but may not have the time to attend or watch every full match.
He wants to stay connected to the club and see the strongest moments from games through quick and entertaining highlight videos.
Demographics
Name: Jack
Age: 23 (Target age range: 18–30)
Gender: Male
Location: Surrey
Occupation: Junior marketing assistant
Likes
Jack is interested in:
- Rugby
- Six Nations
- Gym and fitness
- Going to live matches
- Sports highlights
Consumer habits:
- JD Sports
- Sports Direct
- Decathlon
- Nike
- Adidas
- Footasylum
Media Consumption:
Jack mainly consumes media through his smartphone.
- Instagram is one of his main platforms. He follows rugby clubs, athletes, sports pages and local teams. He particularly watches Reels showing tries, tackles, celebrations and match highlights.
- TikTok is used for short sports clips, rugby humour, gym content and memorable sporting moments.
- TNT Sports is used to watch professional rugby and other major sporting events.
NRS Social Grade
Jack would fit within NRS Social Grade C1 because he works as a junior marketing assistant.
Jack has a regular full-time income and therefore has some disposable money to spend on sportswear, entertainment, subscriptions, food and sporting events.
Example of Jack:
