99% journey
Part1: our story
As part of the intro to ad and pr class, we were asked to create our own company. After much thought and collaboration, we created the 99% agency, which is a company that provides social media and web services to sustainably-oriented business and artists. Our company’s vision is that we strive for realistic perfection. Our mission is to help creators and businesses communicate their perspectives to the world and help them leave their mark, help them materialize their goals/ aspirations and help them shape their dreams. Our values are Trust, Realism/ Optimism, Empathy and Stress free. More specific, Trust is the most fundamental value as nothing sincere can come without it. Realism/ Optimism, we will not always say what one wants to hear but we will try our best always to be the bearer of good news. Empathy, in order to understand the vision you need to feel the emotion behind it. Stress free, one of our goals is not to cause anyone any stress. Despite the rigorous work, we wish for everyone to enjoy the creative process, focus on the given task and leave their worries away.
Our first project was about the winners of Cannes Lions. For those who are not familiar, Cannes Lions is an event where the most successful advertising campaigns are awarded. We chose the 4 creative, which is Channel 4’s in-house agency, and specifically the super hero campaign. What we had to do was to create the continuation of this campaign. Exactly what we did. We created a new video, posters and promoted them on social media. Our goals for this project where the following: raise awareness, promote inclusivity and diversity and Increase engagement.
Our second project was about our first real client, Book Garden. Book Garden Athens is a charity bookshop. After covering costs, all profit the Book Garden makes goes directly to support the work of various NGOs and organisations in the city of Athens which offer help to women who are survivors of abuse and exploitation. Our mission was to to increase BG’s income, promote it more and fix its social media appearance. We gained a lot of knowledge through this project, it was something like an internship.
Our third project was about an event. So we decided to have Book Garden collaborate with a local establishment in the area called This is Loco. Our event was about bringing the locals together while introducing Book Garden to the customers of THIS IS LOCO and vice versa. This is Loco will have a stand serving their amazing coffee outside Bookgarden giving the visitors a chance to check out the space and grab a book with the special sale that will only be valid this day, giving the chance to pay for 2 books but go home with 3. Everyone will be coaxed to post on their social media accounts about the beautiful store and the collaboration using certain hashtags. There will be a DJ playing music and special decorations in the designated colours and fonts of both the shops. Also, merch will be available for anyone who wants to purchase sth to remember the day. It will be a chance to relax and unwind while people will be able to then move, if they want, to This is Loco’s space and enjoy their book, chit-chat etc.
As a marketing agency committed to delivering exceptional results, we have embraced social media as an inseparable part of our promotional strategies. The unparalleled reach, targeted advertising capabilities, customer engagement and the valuable market insights make social media an invaluable asset in our promotion strategy. In combination with our website, we chose to use Instagram, TikTok, LinkedIn, Twitter and Facebook, while mainly focusing on Instagram and TikTok.
While TikTok may not be the first platform that comes to mind when considering a marketing agency, its immense popularity and unique features make it an intriguing choice. With its unparalleled reach, potential for creative and authentic content, influencer marketing opportunities, and data-driven insights, TikTok can be an effective channel for businesses looking to stand out and engage with a diverse audience. By embracing unconventional strategies, marketing agencies can use the power of TikTok to make a significant impact in the digital marketing landscape. Being a gen-z agency, TikTok is the perfect match for us.
Our agency’s choice to utilize Instagram as a key promotional platform is rooted in its ability to combine visual storytelling, engaged user base, targeted branding opportunities, influencer partnerships, and rich analytics. Through our strategic presence on Instagram, we continue to promote our agency and our clients towards success in the digital landscape
We chose an aesthetic design for our website to create a visually captivating and interesting experience for our visitors. We understand that aesthetics play a crucial role in capturing attention and making an impression. The carefully selected color palette, typography, imagery, and overall layout create a seamless and memorable user experience. We believe that an aesthetically appealing website not only reflects our agency’s brand identity but also leaves a lasting positive impact on our visitors.
You can find all our social media accounts as well as our site in the following links:
https://www.instagram.com/99percentagency/?igshid=YmMyMTA2M2Y%3D
https://www.linkedin.com/in/ninetynine-percent-agency-a4901526a/
https://www.tiktok.com/@99percentagency?_op=1&_r=1&_t=8d5awfbzfrc
miro board:
Part2: the story of our digital campaign
Book Garden was our ideal client from the beginning due to their lack of social media management but great potential nevertheless. Their actions and ideals aligned with everything we stand for, from their passion for sustainability to their mission to make books accessible to anyone. After a few meetings, numerous samples, and, multiple brainstorming sessions, we came up with the “All Booked” campaign that incorporated more than a few steps to re-invent Book Garden’s social media presence, create a successful TikTok account and organize a collaborative event. Our main goal was to make Book Garden known to a wider audience, encompassing locals and younger people while making sure to give them the guidelines to continue their image shift after the end of our collaboration.
The first part of the “All Booked” campaign was to “make some noise” on social media, specifically on Instagram. We decided the best way to do that was through stories and posts with sneak peeks of our backstage process. This way people who didn’t know about Book Garden would get to know it and become curious about what is to come.
The second step was to create a TikTok account to attract younger audiences and BookTok members. During our brainstorming sessions and with the help of the Book Garden’s team, we made a list with multiple video ideas that would accent the essence of the shop, its purpose, and the variety of books and gifts one can choose from. The videos we were able to make during our collaboration were a hit, with our first video currently having 36.1K views and around 1.5K saves. At the same time, we shared our knowledge of TikTok video-making with the Book Garden team to make sure they would keep their presence alive.
The third and final step to achieving our goal was to plan a launching event. The idea for an event that would bring everyone together was there from day one of our partnership with Book Garden, as one of Book Garden’s main goals was to engage more with the locals and create a safe space for anyone who needs it. This is why we thought that a collaborative event with a local and nearby coffee shop, loved both by locals and tourists, was a perfect idea. ‘This is Loco’ is a well-known all day-bar/cafe, famous for its impeccable coffee and brunch assortment.
‘Loco Garden’ was the name of the event and the logo on the joined merch products. The idea was to gather everyone and celebrate the ‘Loco Garden’ merch release while enjoying the coffee and the books. Alongside that, visitors would be able to roam through and purchase the merch items (T-shirts, tote bags, caps, pins, stickers). We designed a teaser poster to intrigue the public and decided upon the logo and the color scheme of the decorations. We thought it would be a good idea to invite certain people from the BookTok and the Bootalk world to attend our event and post about it on their social media platforms in order to increase our following and showcase the shop. Lastly, we wanted to record our first event by getting someone to write about it, that is the reason we reached out to ‘Athens Voice’ and kindly asked them to attend our event and publish an article about it.
All in all, working with Book Garden’s team was an amazing experience. Having to come up with ideas, find solutions to upcoming problems, and ways to reify our vision was very rewarding and educational and it made us put our reality into perspective.
This is loco our final project:
Betty Tsakarestou Eve ioanna papakonstantinou Christinanaka Dora Kirykou
