Unleashing Ideas with LOLANE: CDE Students Craft Strategies to Resonate with Gen Z
Creative Content Production and Digital Experience Department (CDE) at School of Communication Arts, in collaboration with LOLANE, opened an intensive learning platform through hands-on experience in the course "CDE 205 - Conceptualization & Direction in Content Production & Digital Experience".
This project marked a significant collaboration that tackled a real marketing challenge for the LOLANE NATURA hair treatment product. The brand was committed to "Creating impressions for existing brand fans and attracting urban Gen Z consumers" with the goal of becoming the number one treatment in Thailand through compelling storytelling and content that could generate long-lasting buzz throughout the 12 months following its crucial launch.
Students in the course worked on the project from start to finish, including in-depth target audience analysis, developing new communication concepts, and creating storytelling strategies that connect with Gen Z lifestyles. They effectively translated the new product image to meet the needs and expectations of the younger consumer generation.
The top prize was awarded to the team "Corn Cup Joke", third-year students in the Creative Content Production and Digital Experience (CDE) program, who presented creative ideas that were both outstanding and perfectly aligned with the LOLANE brand.
The judging panel included distinguished professionals:
Khun Ekasart Sappachang, Executive Vice President of Marketing and
Khun Watchrapan Pitakpakorn, Brand Manager at S.C. Sareechi Beauty Co., Ltd.
Instructor Ravipatch Srithit, discussing the project's success, stated: "CDE 205 provides students with an opportunity to work on projects closely resembling real-world scenarios. Collaborating with LOLANE helped students learn to create and develop strategic content that can genuinely produce marketing results. This is crucial preparation for becoming professional Content Creators & Producers in the future."
Creative Content Production and Digital Experience Department of School of Communication would like to thank LOLANE for supporting and creating a learning space through collaboration between the brand and students, developing creative ideas to win the hearts of the younger consumer generation sustainably.
