How an Audience is Targeted (week 1)

Cross-cultural consumer characteristics categories people in terms of their personal aspirations.

  • Mainstreamers

The largest group, Concerned with stability and security, Usually Conformist & conventional,Buy recognized brands, suspicious of change; anything new, In this section I will discuss how an audience is targeted

  • Aspirers

Seek to improve themselves, define themselves by buying high status brand names, The absorb ideologies of the products as their own, Believe their status is established by this consumption, may subscribe to the american dream

  • Succeeders

People who feel secure and in control, In positions of power (though they may not be), They buy brands which reinforce their feelings of power, Materialistic, individualistic & conservative ideologies

The four C’s –

  • Consumer (wants and needs)

In most cases you have to discover what people want then create that;

“build it and they will come” – J.P. Cancilla.

Don’t make something that already exists

  • Costs

Consider the price of going to see your product as well as the cost of the of the product itself. Don’t overcharge if you want to make profits

  • Convenience

Consider the place your chosen media is most widely consumed; E.g. Internet (Youtube, Vimeo), in person (Cinemas, film festivals) as this will allow you to tailor your product to the chosen sharing media.

  • Communication

Good advertising is a give and take relationship, if a producer doesn’t interact with their audience the advertising is usually doomed to fail as the producer won’t know of the pitfalls of their own production and cannot use the audience feedback to create a better, more profitable product.

Initial Idea for Unit 13

I intend to create a music video animation for the song Project Yi, I want to use a mix of 2D and 3D animation.

The plot would revolve around the idea of change and will hopefully incorporate both 2D and 3D animation

Audiences – I believe that my audiences would be gamers, and like-minded teens with a passion for music and art.

Pros – Doesn’t rely on actors, can do things that can’t be achieved in real life, no props or equipment required.

Cons – Very time consuming, lot of drawing required.

Analysing and researching outlets to reach my audience (week 2)

  • Youtube

In my research I have found that Youtube likes to be very vague with their terms of service regarding monetization and advertisement

“…it’s not like my most recent video was age-restricted, even though the videos I used weren’t age-restricted themselves, and the ones that were I applied heavy filtering, black bars all over the screen so anything sexually explicit would get fully censored. But no that’s clearly not good enough for Youtube because they hit me with that good old age restriction thanks a lot guys but you know what Youtube wouldn’t stop there they thought; ‘an age restriction that’s not harsh enough so you know what else we’ll do we’ll take all the money generated from that video… … meanwhile Zoie carries on exploiting herself for views and money totally unaffected.”

– From the first two minutes of Pyrocynical’s “The Worst Prank Ever Made” Video (

“…video was age-restricted, even though the videos I used weren’t age-restricted themselves…” This one quote shows Youtube’s, and in turn Google’s, hypocrisy as the youtuber in question, Pyrocynical, made a video showing how another youtuber, Zoie Burgher, uses her body to bait people into viewing but then Pyrocynical, who used clips of the un-age-restricted videos gets age-restricted himself.

Even though Youtube is unreliable with their terms of service I still intend to use it as it is the largest platform on the internet and as such readily available to the public and as I don’t intend to monetize my project I don’t have to deal with youtube’s monetization service.

Social Media campaign

I will most likely use Facebook for my social media campaign as while twitter is useful the organisation of a twitter page is rather new to me. Another reason I will use Facebook is that a lot of people do use Facebook and is arguably more available for the public and significantly easier to create a page based as I won’t have to learn any new systems to work with. Facebook also adds a level of interactivity between the content and the audience. Facebook is also useful for the potential for impact ripples.

Analysing and researching the audience for my production (week 3)

Setting up my focus group (week 3)

To get my focus group I created a survey on Survey-monkey, with this completed survey I put it on Facebook to which I got 13 results. I would have liked more responses however I will have to make do with the results I got.

Various Graphs showing collected data.

Using this information we can see that the slim majority of respondents usually watch animations which is good as I intend to create an animation. The results also show that most of the respondents watch short films on Youtube which is also good for me as I intend to release my project onto Youtube. While I am not collecting donations, due to legal concerns, my focus group say that they would give £0 – £20 with the average towards £5 which would reach my hypothetical goal within 10 donations.

I also bounce ideas off my friend who is very in tune with design as shown by the below


Commissioning & analytics (week 4)

Channel 4 states on their Comedy Blaps page that they are looking for, “looking for ideas that work brilliantly as shorts, but have the scale and potential to develop further and possibly get a full pilot” An example of this is a Blap called, Outsiders, which, in classic channel 4 fashion, is based with controversial topics such as gender and ethnicity. While this doesn’t directly connect to any of my ideals however the idea that my product can be it’s own thing as a short but still be able to be expanded on is something to think about.


“We need a full treatment that explains and sells the idea, detailing who will be involved on and off screen, and a clear breakdown of what the three separate Blaps will be. One line about an idea with no supporting material won’t be enough to catch our eye in a sea of pitches. Be creative to help stand out from other pitches.”

This tells us that commissioners want full fledged ideas with thought and casts and production teams in mind rather than simply just someone explaining their idea, which would be a problem for me as I usually make plots points and fill in the blanks as I go.


Kick-starter case study

My evaluation of a successful kick-starter campaign: Kung Fury

Kung Fury is an action comedy short film that earned $630,019, over three times their goal of $200,000. The fact that the project overachieved it’s goal shows that the project was successful. I believe that the project was successful due to the fact that the film was mostly shot before the campaign even began, meaning that the audience and backers could see a short proof of concept to base their judgement to back or not on.

The project also knows who it’s audience is as it seems like a rather niche subject matter, as it is an 80’s inspired, over-the-top, action comedy, however there is clearly a market for it as proved by the sheer amount of people that backed (17,713 people).

The project used rewards dispersed initially at $5 intervals which escalated to $10 intervals to entice the potential backers into donating.