Q1: What are three major takeaways from the article that you can apply to launch a successful social media campaign for your client (i.e., the brand you have been working on for the STEP assignments)? Write your response below.

The first takeaway from the article that I found to be impactful was the use of psychology when cultivating a social media campaign. Social media listening and monitoring aid in structuring a psychological approach to marketing. I found this important because it assists brands in understanding the motivations that their clientele harbor for purchasing or interacting with their product/ideology. Another key takeaway that stuck with me was that a campaign is its own “universe.” Because campaigns exist as their own entity for a specific product, agenda, season, etc, there lies this privilege to tweak and test it. If the campaign is ongoing and does not land when first launched, there is opportunity to tweak and test what may better it through voice and tone. Finally, the third takeaway that stuck with me was the Dunkin’ campaign with the “unhinged” social media manager. Obviously, an entire social media presence built around unhinged posting is repetitive, inauthentic and not feasible for long term opportunity of sales, but Dunkin’ using this idea for a 10 day campaign is refreshing, funny, attention grabbing and generates traffic to the campaign itself. I can use these takeaways to cultivate a hard-hitting, targeted and whimsical Disney campaign that will be refreshing and highly trafficked online. I can use psychology to market towards consumer’s underlying and unconscious thirst for nostalgia, bringing back memories of Disney in their childhood and using this to spark attention. 

Q2: How ChatGPT’s take on your case is different from your own, whether pros or cons? Write your response below.

Chat GPT’s take was different from mine, as one of its main ideas for Disney was the usage of UGC, or user generated content. AI claims that it will increase trust and relatability of the brand. I find this idea to be interactive and ultimately fitting for a brand such as Disney, though I think what sets Disney apart from so many other brands is its entertainment value and its vast stake in the childhoods of its audience. What sets it apart is its stark nostalgia, something that is “unattainable”. By interacting with UGC too much, this may take away from the image of Disney that many have, of it being the entertainment we enjoyed before social media. The pros of AI’s response were that it suggested leading with emotional storytelling, not just promotions, which I focused heavily on in my social media strategy plan for Disney this semester. 

Q3: How ChatGPT helped you refine your case study or generate a new way of seeing your project. Write your response below.

Chat GPT helped me to structure my case study and my own ideas, acting as a side kick of the operation. It helped me refine the ideas for focusing on storytelling and nostalgia, focusing less on trailers and clips and rather delving into the psychological implications that Disney harbors as a brand.