LISA
The soap opera of an Italian teenager
LISA is a girl who can’t live without music. Like an ordinary girl, Lisa goes through ups and downs, moments that brings joy, sadness, angryness, etc in her life. Every moment, mood and memories she have, is illustrated with a song and shared in her Instagram account.
The challenge
Come up with a marketing strategy for the current Conde Nast’s youngest daughter, LISA.
Info
- collaborationConde Nast Italia
- date27 June, 2018
- Team members:
- Kunal Moza
- Kirti Dodeja
- Jeremy Vallauri
- Marlenne Escalante
Understanding teenagers now
To have an approach with our users and possible future followers, we talk to some teenagers and young adults between 16 to 26 years old.
Instead of a regular interview, we ask them to introduce themselves, talk about their best friends, what they like, what they don’t like their social media preferences and their daily life experiences through a board that they were filling up with images.
«We don’t live in bullet points, we live in stories and images… and everybody loves stories»
– Francesco Poroli
Behind the posts
Lisa suddenly wakes up from a deep sleep as the train takes a halt and people starts chattering. There’s a sudden increase in the commotion as people get down and get up the train. Her eyes open up to the seascape outside the window.
This is just one paragraph of writing job of Lisa’s story. Every post is supported by the story of what is happening to Lisa in that moment, the filter of a song quote and a graphic language inspired in the indie pop music.
The gesture of the two dots and fingers is to fulfill the gesture language of the Italian culture.
Graphic style
With a sense of nostalgy and soft colors, Lisa’s graphic style for the logo, instagram icons and social media posts are inspired in the indie pop music posters.
The marketing strategy
As a real girl, LISA will be posting in a mood frequency. That means, the number of posts she does per week depends on what is happening in the story line of her life. Every post is made by three images that respect the same graphic style and colors.
We believe the more human Lisa is, the more trustable she will be and thus, the more followers she will have.
