The Future of Creator Commerce


A collaboration between SCADpro︎︎︎ and Deloitte Digital︎︎︎, this project was undertaken by 12 students across multiple majors, and under the guidance of the Chairs of Graphic as well as UX Design. Envisioning the ‘Future of Creator Commerce’ our goal was to facilitate a better line of communication between brands and consumers.

To tackle this subject, we created strategies through visual storytelling and interactive games, utilizing the values and benefits of different social platforms to the maxium. We outlined solutions that would increase engagement and sales of a company by positioning the consumer’s need at the center of new product creation.

Needless to say, it was a ‘deloitte’ful experience!


Research, Ideation and Visual Design. 
My Role: Management
- Visual Design Lead
Contribution: 3D Illustrations, Visual Design, Ideation, Primary Research (conducting Interviews and assisting in Affinity Mapping), Secondary Research

Mentors:
Michael Mikulec︎︎︎ (Chair of Graphic Design,
Savannah College of Art and Design)

Byeong Cheol 'BC' Hwang︎︎︎
(Chair of UX Design,
Savannah College of Art and Design)

Year of Completion: 2021






Through our research we identified three core problems that people are faced with, while purchasing on social media ︎︎︎


1. Consumers are overlooked
2. Choice Fatigue
3. Under representation of diversity within the influencer industry


Below is an overview of how we tackled each problem.









Goal:
Increase engagement and sales by positioning the consumer’s needs at the center of new product creation. Activating creators to facilitate a line of communication between brands and consumers.







Strategy: The Inquirer



Key Performance Indicators (KPIs) ︎︎︎
1. Sales

- Increased Brand Loyalty
- Increased Footfall from Creator’s Following
- Additional Sales of Brand Merchandise


2. Interaction / Engagement

- Livestream Views - Livestream Consumer Feedback
- Comments/Inquiries on Instagram Content
- Routine Product Recognition
- Candid Consumer Brand
- Promotion/Mentions
- Usage of Branded AR Filter







Platform Value ︎︎︎
Instagram ︎

Testing through direct communication and livestreams. Better curation of consumer values based on idealistic portrayal of product creation.



YouTube ︎

Livestream feature with an opinion sharing culture ideal for consumers to be a part of the product development process.




Better connected to consumers to prioritize their needs.
Increased understanding of product development based
on consumer feedback. Increased consumer trust and loyalty.






Platform Value ︎︎︎


YouTube ︎

Livestreaming allows for real-time product review with a more vocal consumer base.



Heightened sense of respect to prioritize consumer relationships. Increased collaborative product development and user testing. Reframing the brand perception.








Goal:
Increase engagement and sales by positioning the consumer’s needs at the center of new product creation. Activating creators to facilitate a line of communication between brands and consumers.




Strategy: The Mystery Machine




Key Performance Indicators (KPIs) ︎︎︎

1. Sales

- Sales of specific products listed in the boxes
- Revenue
- Footfall




2. Interaction / Engagement

- Comments
- Livestream views
- Brand followers
- Social Media mentions


Platform Value ︎︎︎
TikTok ︎

TikTok presents short highlights of product in real-life context.



Instagram ︎

Instagram portrays the product in an idealistic context and provides insight into a deeper breadth of the product.




Make the shopping experience simpler and easier.Save time for the consumers to focus on spending time on things they really care about.








Goal:
To drive an increase in engagement and sales by highlighting micro-influencers from diverse backgrounds.




Strategy: The Mystery Machine Diversity Edition




Key Performance Indicators (KPIs) ︎︎︎
1. Sales

- Sales of specific products listed in the boxes
- Over-all store revenue.
- Footfall of the store.




2. Interactions / Engagement

- Comments
- Brand followers
- Earned Media





Platform Value ︎︎︎
Instagram ︎

More permanent space within the story highlights
for quickly referring to the context of the products.

Use story highlights to spotlight diverse creators
monthly on the brand’s page.

Upload video trailers of unboxing to provide a link to
the brand’s youtube page.
TikTok ︎

Creators will post fun short videos of the products.

Enable the option to stitch their videos to create interaction with the consumers.

Creators will host video challenges around the
different festive themes.
YouTube ︎

Brands will upload videos of the creators unboxing the boxes.

Creators will upload an in-depth product review and recommendations about the different uses of the products.

The brands will create a playlist of all the creators to highlight creators from diverse backgrounds.



Enabling conversations about diversity and inclusion. Expanding into an untapped market segment with buying potential.




A quick glance at all four strategies



︎︎︎ P R E V I O U S