Myspace Relaunch

Nov 20, 20170 likes278 views

The document outlines a marketing campaign to relaunch the social media platform Myspace. The campaign aims to reintroduce Myspace to millennials who used it previously and current teenagers/college students. The strategy is called "Kids These Days Just Don't Know But Now They Will" and will redesign the website to emphasize customization and individual expression. A multi-pronged media plan includes redesigning the website, guerilla marketing tactics, social media announcements, digital ads, out of home advertising, and a TV spot to announce the relaunch date. The goal is to gain 30% more followers in the next three months.

Company: Myspace
Product: Entertainment Website
Agency Name: 2 Kool 4 Skool
Account: Erica Barringer
Strategist: Bianca Guerrero
Copywriter: Jakeel Johnson
Art Director: Matthew Guertler
Business Challenge:
Relaunch / Rebrand / Reintroduction
Target:
Who: Millennials who grew up with it & new
teenagers/college students of tomorrow
What they care about:
Self-expression
Non-conformity and individuality within a
community
Customization
Pressure-free place to spend time
brief
Positioning Statement:
All thanks to Tom, Myspace was the place where most
millennials made their first online friend. While our target
only recalls the good ol’ days of Myspace, it was never
actually went away. Myspace needs to be placed back
into the social realm, where people are free to be
themselves, having fun, and just being social. For those
who weren’t around in the good ol' days, Myspace will be a
place they’ve never experienced before on social media.
Strategy Statement:
Kids These Days Just Don’t Know But Now They Will
Evaluation: Gain 30% more followers in the next three
months.
Deliverables: creative brief, media plan, print ad, outdoor,
tv storyboard or an interactive component, and an event
or experiential piece
Timeline:
Strategy Due April 20th
Final Presentation due May 11th

the challenge
re-introduce myspace in a saturated social space

the objective
gain 30% more followers in the next three months

target
who:
millennials (20-30 year olds)  
who grew up on it  
&  
teenagers /college students (15-19 year olds)  
of today who never knew it
what they care about:
self-expression
customization
non-conformity
having individuality within a community
pressure-free place to spend time truly being social

positioning
All thanks to Tom, Myspace was the place where most
millennials made their first online friend. While our target
only recalls the good ol’ days of Myspace, it was never
actually went away. Myspace needs to be placed back into
the social realm, where people are free to be themselves,
having fun, and just being social. For those who weren’t
around in the good ol' days, Myspace will be a place they’ve
never experienced before on social media.

“Facebook has no individuality."
current status & mood
"All social media sites 
have the same layout."
"I wish social media had
more personality to them."

new comments!
"MySpace
allowed me
to be myself.“"I miss the
customization of
MySpace."
"I miss all the
little features
you could have
on your page."

strategy
kids these days just don’t know…
but now they will

J A K E E L J O H N S O NJ A K E E L J O H N S O N
what we want it to look like

ux made easy
horizontal scroll
simple navigation
Spotify partnered playlist
customizable:
hero images
background colors
fonts
top 8
about me

jakeel
J A K E E L J O H N S O NJ A K E E L J O H N S O N

media plan
breakdown
aug 1st
site
live
aug 4th
OOH
up
sept
28th
interviews
sept
18th
tv spot
aug 5th
print
out
sept
19th
guerilla

tv spot
announcing it’s comeback date
pre-roll on Youtube

What if we told
you myspace
was coming
back?
Wait omg, are you
serious?  
That’d be a  
dream come true.

social media
announcement
dropping the site being live on myspace’s
anniversary (8/1/2003) from a tweet by
Justin Timberlake (myspace’s owner)

digital ads
instantly take over all other social platforms

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Myspace Relaunch

1. Erica, Bianca, JaKeel, Matthew

2. Company: Myspace Product: Entertainment Website Agency Name: 2 Kool 4 Skool Account: Erica Barringer Strategist: Bianca Guerrero Copywriter: Jakeel Johnson Art Director: Matthew Guertler Business Challenge: Relaunch / Rebrand / Reintroduction Target: Who: Millennials who grew up with it & new teenagers/college students of tomorrow What they care about: Self-expression Non-conformity and individuality within a community Customization Pressure-free place to spend time brief Positioning Statement: All thanks to Tom, Myspace was the place where most millennials made their first online friend. While our target only recalls the good ol’ days of Myspace, it was never actually went away. Myspace needs to be placed back into the social realm, where people are free to be themselves, having fun, and just being social. For those who weren’t around in the good ol' days, Myspace will be a place they’ve never experienced before on social media. Strategy Statement: Kids These Days Just Don’t Know But Now They Will Evaluation: Gain 30% more followers in the next three months. Deliverables: creative brief, media plan, print ad, outdoor, tv storyboard or an interactive component, and an event or experiential piece Timeline: Strategy Due April 20th Final Presentation due May 11th

3. the challenge re-introduce myspace in a saturated social space

4. the objective gain 30% more followers in the next three months

5. target who: millennials (20-30 year olds)   who grew up on it   &   teenagers /college students (15-19 year olds)   of today who never knew it what they care about: self-expression customization non-conformity having individuality within a community pressure-free place to spend time truly being social

6. positioning All thanks to Tom, Myspace was the place where most millennials made their first online friend. While our target only recalls the good ol’ days of Myspace, it was never actually went away. Myspace needs to be placed back into the social realm, where people are free to be themselves, having fun, and just being social. For those who weren’t around in the good ol' days, Myspace will be a place they’ve never experienced before on social media.

8. insights

9. “Facebook has no individuality." current status & mood "All social media sites  have the same layout." "I wish social media had more personality to them."

10. new comments! "MySpace allowed me to be myself.“"I miss the customization of MySpace." "I miss all the little features you could have on your page."

11. strategy kids these days just don’t know… but now they will

12. big idea we’d never leave you

13. thumbs

14. comps

15. step 1 website redesign

16. what it used to look like

17. what it looks like now

18. J A K E E L J O H N S O NJ A K E E L J O H N S O N what we want it to look like

19. ux made easy horizontal scroll simple navigation Spotify partnered playlist customizable: hero images background colors fonts top 8 about me

20. erica

21. erica

22. erica