Project 3
#Team Super Funny (Sean ward Show)
A client with a team of cosplayers who has multiple digital platforms needed a strategy to improve their user engagement and Social media presence.
Project Type /
Client Project
Team Super Funny (Sean Ward Show), Toronto, ON
​
My Role /
Researcher, Digital Strategist, proposing the best-integrated platform for Merchandizing website.
Date & Duration /
September 2019 to December 2019 (15 Weeks)
​
Tools Used /
Pen and Paper, Google Docs, Trello
​
Team /
Elizabeth Heller, Elizabeth Morran, Greeshma Reddy Marry, Karen Yao, Michael Radford, Myungki Lee, Renzo Carlos, and Rishabh Sharma
Background
This is a group project where eight people involved to come up with a digital strategy for Sean Ward’s various digital products. #TEAMSUPERFUNNY is the team behind the Sean Ward Show, a costumed superhero parody program on YouTube with more than 4 million subscribers, producing content ranging from humorous skits to song filks to 12-minute-long movie parodies.
The Problem
#TEAMSUPERFUNNY finds that it lacks a cohesive brand identity and a strong self-representation to its audience. On YouTube, Sean Ward Show videos are poorly differentiated from those of other superhero parody channels. Although the show is well-viewed, many of the viewers do not know what #TEAMSUPERFUNNY is or who its members are. The team’s web presence and social media are not being used to their full potential to engage with the audience, promote new content and capitalize on current media releases in the superhero genre. Due to these problems, the show is not reaching the team’s target demographic of ages 13-20. The #TEAMSUPERFUNNY website is hard to find and to navigate, and its e-store is not well-integrated into the site.
The Solution
To develop a digital strategy and website redesign for #TEAMSUPERFUNNY. A successful strategy that allows #TEAMSUPERFUNNY to take control of its image, increase audience familiarity with the members of the team, improve its website, reach current and potential audience members via social media, and streamline the merchandise experience. And to help the client expand their audience from the current 8-to-12 demographic into the high school/early college age range.
Research and Analysis
A competitor analysis reveals the strengths and weaknesses of your brand in the market compared to other brands that operate in the same space. For the Sean Ward Show, we looked at one children’s superhero YouTube channel (NinjaKidzTV), one pop culture parody channel (How It Should Have Ended) and one cosplay channel (D Piddy).
Based on our research on the fans of #TEAMSUPERFUNNY, we developed three personas that best represent the different types of audiences. Each of them has different needs, experiences, behaviours, and goals.
Personas
Final Deliverabels:
Product Concept
Research and Analysis
Logo design
Persona
Conclusion:
The Process
Merchandizing Strategy
After the in-depth research and analysis of the e-commerce website of the Sean Ward Show, we created a document recommending the best suitable integrated sites for the platform. I mentioned the pros and cons of each website and provided some suggestions on how to modify the site's content and user interface to entice users and encourage them to browse the site and buy the show's branded clothes and other accessories.
The document clearly explains the differences between integrated websites such as their service, cost, uniqueness, designs, quality, sales, support, return policy, shipping etc. and further we examined the reviews of each site and described how well they can integrate with the Sean ward Show's official website.
Final Deliverables:
Documents:
Our team studied all crucial aspects of their digital products. We provided the recommendations in terms of content Writing & Guidelines, Voice and Tone, Social media tactics, and merchandising strategy to help organize content in their platforms and enhance user engagement and social media presence.
-
Current State Analysis – Current digital properties, Competitor analysis & trend research, Personas - understanding the #TEAMSUPERFUNNY audience, User study and journey
-
Brand Guidelines & Web Redesign – Wireframes, Homepage layout, Prototype, Basic site map/ Information Architecture, Merchandise platform integration
-
Digital Strategy presentation – Social media strategy, Content strategy
-
Presentation to client
Conclusion:
This Client Project gave me a great experience as well as helped me develop collaborative skills. The re-designing process is entirely different compared to platforms designing from scratch, as the reshaping strategy needs more attention and in-depth analysis to provide a clear solution and results. Therefore, this project taught me teamwork and how to take a strategic approach to solve a problem.
Documents:
