Social Media Sports Campaign

This document outlines the development of an advertising campaign to rebuild the reputation of Steve Smith, the Australian cricketer involved in a ball tampering scandal. The campaign targets cricket enthusiasts on social media platforms like Facebook, Twitter, and Instagram. It includes a script and mock-up of the campaign.

Social Media Sports
Campaign

Table of Contents
Creative Brief...................................................................................................................................3
The Campaign .................................................................................................................................4
Introduction ................................................................................................................................4
Script of the advertisement..........................................................................................................5
Mock-up of the campaign...........................................................................................................6
Discussion and Justification of the visual elements....................................................................7
Script of the Pitch........................................................................................................................7
Anticipated Outcomes.................................................................................................................8
Conclusion...................................................................................................................................8
REFERENCES................................................................................................................................1

Creative Brief
Background:
Steve Smith is an Australian international cricketer and former captain of the national
team. He has been rated as one of the best test batsman by ICC player rankings. He won various
awards such as Sir Garfield Sobers Trophy, Allan Border Medal and many for. In March 2018,
Steve Smith was criticised for the involvement in ball tempering case in a test match against
South Africa. Due to this, he stood down from the captaincy and was banned from all domestic
and international matches for a period of one year. This project aims to develop an advertising
campaign that can help in rebuilding the reputation of the cricketer.
Target Audience:
The target audience for this campaign are all those who take interest in cricket and
extensively uses social media. With this the perception and attitude of the people can be changed
for the player by making them believe in his strength and capabilities.
Tone of Voice:
The tone of the advertising must be comfortable, modern, innovative and appealing
which can have impact on the viewers.
Unique selling Message:
The campaign will be run on various social media platform as people frequently uses
such medium. With such platform the expectations of the fans and followers can be increased
that motivates an individual to perform better. By twitting the capabilities and strengths it can be
done effectively.
Key Benefits:
Such media campaign will facilitate in rebuilding the reputation of Steve Smith that will
enable him to build confidence. With this the perception of the selectors can be changed as their
expectations also improves from a player who has been performing consistently. This will have
benefit of being selected in the team.
Audience take ways:
The media campaign will facilitate the fans and followers in rebuilding the trust and faith
as with this they can analyse different phases of the controversy. Such as Steve Smith was guilty
of the conduct, due to which he started crying in the press conference. With this he can gain the
sympathy of the fans and this can motivate him to perform better when he will come back.

Merchandise possibilities:
The campaign will improve the image of Steve Smith and it will contribute in improving
his performance. Thus it will help him in building the trust of the sponsors and with this they get
various advertisement and other sponsorships for future from new brands that can give financial
support.
Budget:
The budget will be required as this will help to identify the medium with which the
advertisement can be positioned among the fans and followers. For this campaign an estimated
amount of $ 15000 will be required that includes the amount to be paid to the platform. The
advertising medium that will be taken into consideration includes various social media platform
such as Facebook, Twitter and Instagram.
Schedule:
Initially a detailed analysis of the scenario and the incident will be done which includes
analysis of the similar successful campaigns. Then the activities will be planned which will be
related to the script writing, developing of the mock up campaign etc. The advertisement
campaign will be run on social media platform and later on through direct mails and other
platforms it can be expanded. It will ensure the continuity of the advertising.
The Campaign
Introduction
An advertising campaign contains various messages that share some idea or theme with
the help of various integrated marketing communication. This social media advertisement
campaign is being developed for the Steve Smith which facilitate him in regaining the reputation.
With the help of various research the data and information is gathered of the ball tempering case
in which he was involved. For overcoming the impact of such incident advertisement were
created for different social media platform that includes Facebook, Twitter and Instagram.
Di9fferent campaigns were developed for them as the user of all the platform are quite different.
Later a Mock-up is prepared that includes a storyboard which facilitate the viewer to understand
the impact and the message that the advertiser wants to convey. A script of pitch is prepared that
demonstrates how a successful pitch can be prepared and what he can deliver to the public.

Lastly, various anticipated outcomes such as improved improved, better opportunities etc. are
identified for Steve Smith.
Script of the advertisement
For making the advertisement successful it is important to develop a script as it facilitates
with specific actions that are to be taken by the advertiser (Leiss and et. al., 2018). In this
campaign, advertisement will be developed for various platforms which are given below:
Script for Facebook:
For advertising on Facebook a video will be created that will include the summary of the
incident and its impact on the Steve Smith etc. The video will contain various pictures and
background music. The pictures will appear as per the decided sequence such as first picture will
of Steve Smith with ball which reflects the act of tempering. Then next picture that will be of
press conference in which the scandal of ball tempering is exposed. In the next picture, Steve
Smith is shown with tearful face and apologising for the misconduct. The last image of the video
will reflect the success of Steve Smith after the ban was over. When the pictures will move,
description for the pictures will be provided that will help the viewer to understand the situation
and the aim of the video. With this advertisement all the people who has account on Facebook
and have interest in cricket are targeted. This is most effective social media platform as people of
different age group frequently operates it. Such video will be of 20 seconds as if it will be
lengthy the viewers may not pay attention to it.
Script for Instagram:
On Instagram most of the users are young people who hardly pays attention to any
advertisement. Due to this the advert need to be kept short and easy to understand. For this
instead of any video a picture will be used for running the campaign with little description. A
collage of four pictures will be prepared that will include the similar pictures that were included
in the video to be used for advertising on Facebook. The sequence of the pictures and little
description of the situation will enable the viewers to understand the situation and its impact on
Steve Smith. Such an advertisement will be attractive and efficient enough to convey the
message to the youngsters that will facilitate in rebuilding the image of the player.
Script for Twitter:
The users on Twitter are generally those people who are interested in micro blogging,
discussion on various issuers that are prevailing around the globe etc. The people reply on the

tweets which are posted by any person or a group (Reeves, 2017). The advertisement on twitter
need to be different to what is being used on Facebook and Instagram as the nature and
behaviour of people at this platform is entirely different. On Twitter, a tweet need to be posted
with the pictures identified for advertisement on other platform with the caption reflecting the
story. With this the people who are interested can be attracted and engaged with the campaign. It
will help in improving the image of Steve Smith by discussing the success after the ban.
Mock-up of the campaign
Ball tempering Scandal Confession of ball tempering scandal
Apologies for the misconduct Success after the ban was over

Discussion and Justification of the visual elements
For making the advertising attractive it is important for the planner to consider various
visual elements that can help them in conveying the message effectively. For this advertisement
campaign four picture are taken into consideration which are part of Mock-up of the campaign.
The first picture of the Mock-up reflect that case of ball tempering which took place in the third
test match against South Africa. In this case, Steve Smith and David Warner were found
involved in the scandal. Due to which the Steve Smith stood the down the captaincy and ban was
imposed for a period one year and this picture reflects him with the ball. The pictures also
reflects the investigation of the act. The next picture which has been used is of a press conference
in which they have confessed about their misconduct. In this conference they were declare guilty
and a ban was imposed on them. While the third picture is of Steve Smith in which he is crying
in a press conference. In this conference he apologised for his conduct. This is enough to
understand that he is sincere for his game but for a short success of wining he did so. With this
image it can be analysed that he respect the rules of the game and is truly guilty for what he did.
It is sufficient to understand his spirit for the game and the fans can easily believe with this, that
whenever he will return he will perform tremendously well. The last picture of the Mock-up
reflects that he did perform well after he returned from ban. The selectors also had faith in him
due to which he was included in the squad of international cricket. Such a mock-up will help in
achieving the aim of rebuilding the reputation of Steve Smith.
For this advertisement campaign various social media platform such as Facebook,
Instagram, Twitter are taken into consideration. This is because of the matter of the fact that
nowadays most of the people uses these platform. On Facebook almost people from all age group
can be catered while with Instagram most of the youth can be catered. Due to difference in the
attitude of the users different advertisement are planned.
Script of the Pitch
An advertising pitch describe the ways in which the message can effectively be conveyed
to the targeted customers in such a manner that the objectives of the advertising can be achieved.
For developing a effective pitch various elements such as budget, value for brand are clearly
mentioned. The pitching to any advert agencies must be avoided as they are generally close
minded due to which they do not consider other related factors. While pitching the customers it
must be identified that who should be targeted. Further it is suggested that the things must be

done on their own so that the customers can easily be convinced. For Steven Smith a pitch was
prepared in which various suggestions and statemented were included that will help in dealing
with the questions in the conferences. With this he himself can take steps for improving the
image.
Anticipated Outcomes
The anticipated outcome of this social media advertisement campaign to Steve Smith will
be that it will help in restoring the image and reputation. The threatening of the sponsors will be
reduced as with the improved image their brands will effectively be promoted. Also the trust and
faith of the fans and selectors can be regained that will facilitate him with various opportunities
of playing matches in future. All this will motivate Steve Smith to perform much better then
before.
Conclusion
It is concluded from the above campaign development that, various social media platform
need to be analysed that can be used to promote the campaign. The target market is identified
that has to be catered with the help of secondary research. Along with this similar and successful
advertisement are also analysed as their strategies can be used in this campaign to make it
successful. In this campaign, three social media platform were taken into consideration such as
Facebook, Instagram, Twitter and for each platform a script was developed. On the basis of
which a mock-up advertisement was prepared. A discussion and justification need to be provided
for the mock-up advertisement for various platforms and on the basis of which media platforms
is selected.

REFERENCES
Books and Journals
Alalwan, A.A., 2018. Investigating the impact of social media advertising features on customer
purchase intention. International Journal of Information Management. 42. pp.65-77.
Chung, S., 2017. The Relationship between Social Media Advertising Engagement and Attitudes
toward Advertising on Social Media: Focusing on Facebook Users. Arkansas State
University.
Clow, K.E., 2016. Integrated advertising, promotion, and marketing communications. Pearson
Education India.
Ferreira, C., and et. al., 2017. Social media advertising: Factors influencing consumer ad
avoidance. Journal of Customer Behaviour. 16(2). pp.183-201.
Hackley, C. and Hackley, R.A., 2017. Advertising and promotion. Sage.
Leiss, W., and et. al., 2018. Social Communication in Advertising: Consumption in the Mediated
Marketplace. Routledge.
Reeves, R., 2017. Reality in advertising. Lulu. Com.
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