Brief Outline of the Project

The transmedia project, focused on the brief in collaborating with H’ana. H’ana is an essential oil company based in the US. Essential oil is often known to middle-aged women in the US market with brands like DoTerra, Young Living, and Melaleuca. With a lower price margin, H’ana is focusing on American urban, suburban young ladies and is looking to approach an entry-level crowd.

H’ana’s proposition itself as “Here She Comes” as a manifesto that showcases this girl who has fun wherever she goes. When life gets serious, she will still be her, and H’ana essential oil helps unlock her potential. The tone of voice is much more millennial and modern. Smells can affect our mood, a bad odor would put us into a bad mood. If you smell something good, you will be more uplifted and that’s how H’ana can help them. Encouraging them to not take it seriously and to be more confident. (urdesignmag, 2019) For instance, it encourages users to be more athletic, creative, or more beauty conscious.

The challenges are to help them come up with a narrative and brand campaign that can help them launch H’ana as a starting brand. The mediums are of our choosing, but the budget is not infinite and our solutions should stand out. We separated into two groups to work on this project. The outcome will comprise into three parts, which are web pilot, individual apps, and a reflection dossier.

‌Everyone has a dream at a young age, but not everyone can achieve their dreams. In the stage of adolescence most of them will lose self-confidence, and this will give others the chance to influence their decision like friends and family or even strangers. Thus, with the insight, “Don’t let others define your dreams. You define yourself”, H’ana is to be positioned as a companion through their dreams. The sense of smell plays an important role in mood and behavior, and it can evoke our emotion before we are aware of it. Aroma-psychology can help to set a positive effect on our mind to boost self-confidence. (Miracle Botanicals Blog, 2012). Self-confidence encourages us to overcome challenges, and it can help us grab opportunities without fear. (Umoh, 2017). Thus, along the line of dreams and confidence, a storyline narrative was brainstormed.

In the storyline, H’ana launched a campaign called “Define Yourself”. This campaign encouraged people to find their own dreams and Kylie joined the campaign five years ago. Today she received a parcel which was delivered by H’ana, and inside this parcel is a story about her dreams. These reminded her to not give up on things she likes to do even when no one supports her. So, she decided to share her story with others and encourage others in finding their own dreams.

References
Umoh, R. (2017). Why Bill Gates says you need confidence at a young age to achieve success. [online] CNBC. Available at: https://www.cnbc.com/2017/10/24/why-bill-gates-says-you-need-confidence-to-achieve-success.html

Miracle Botanicals Blog. (2012). Aromatherapy for the Mind Essential Oils to Improve Your Self-Confidence. [online] Available at: https://blog.miraclebotanicals.com/aromatherapy-for-the-mind-essential-oils-to-improve-your-self-confidence/ [Accessed 24 May 2020].

urdesignmag. (2019). How Do Scents Affect Your Mood? [online] Available at: https://www.urdesignmag.com/lifestyle/2019/03/08/how-do-scents-affect-your-mood/ [Accessed 24 May 2020].