Social media campaign strategy and ideation on post copies for the launch of an Air Purifier brand.

1. Assignment
BY SULAGNA DAS

2. The Brief
Campaign objective : Clean air contest for children, for the age group of 10 to 15 or class 5th till 10th.
Mode of participation : Write a poem or essay, make a painting, share a presentation and share a video .
Gratification : 100 students will win Scholarships, Tabs, Kindle and many attractive prizes. Top 10 participating schools will be awarded with Clean air zones.
Top 20 Students, schools will also appear in TV programme.
Creative scope:
1) Landing page:
- Information about the contest campaigns
- Registration & content upload panel
- Publish weekly contents from participation , or uploaded content gallery
- Tips to improve air
- News room
- Bytes of influencers about the importance of clean air etc
2) Social media content – Campaign thought
- Campaign announcement & Call registration
- Buzz around the participation and ongoing engagement idea and thought.
- Importance of clean air for children
- Surprise contents to generate footfalls - Like participate today and win assured prizes

3. Campaign Name & Thought
Campaign Name – A Clean Slate
Campaign Thought – Just like a child has a mind like a clean slate and all nice and pure things need to be put up on
it, XYZ Air Purifier cleans the air so that your child can breathe in pure air and fill your environment with
happiness!
Campaign Communication – Say it with a poem, or essay, or painting; share a video, or a presentation – how you
want to paint the air around you!
Campaign Hashtag – #AirAsCleanAsASlate

4. Headline – Welcome to A Clean Slate
 About the Contest:
We give you a clean slate here to fill with your imagination. Be it a poem or essay, a painting or a sketch, fill the clean slate
with how you wish to paint the air around you to make it as pure as an innocent child’s mind (or, as pure and innocent as
your mind is)!
Send in a presentation or a video with your idea and what’s on your mind to be among the ‘Top 100’ students to win
Scholarships, Tabs, Kindle and many other attractive prizes.
Even the ‘Top 10’ participating schools stand a chance to be awarded with Clean Air Zones, while the ‘Top 20’ Students
and their schools get to appear in a TV programme.
Terms & Conditions for Participation:
- Only for children from the age group of 10 to 15 years, or class 5 to 10.
- All ideas – paintings, sketches, poems, essays need to be original.
- The mothers/parents need to help their children in making the presentations & videos.
- All rights of judging the entries are reserved with the brand only.
- At any given point of time, the contest rules might be changed or terminated based on the situation at that point of time.
 Registration & Content Upload Panel:
A form with the details Name of the Child, Age, School, Name of Mother, Contact Number, Email ID, Upload File.
After submission – “Thank you for your participation. Wish you luck for the results.”
Landing Page

5.  Publish weekly contents from participation, or uploaded content gallery:
Participants of ‘A Clean Slate’ Campaign:
Each participant can have a folder with his/her name and picture. On a click, one can enter the folder and see the piece of
art along with the video or presentation.
 Tips to Purify Air:
(We should publish tips which will purify air only temporarily otherwise, why will anyone buy the Air Purifier we are going
to launch?!)
Blogs can be written on topics like:-
1. Natural Ways of Purifying the Air at Home
2. How to purify the smelly air of the kitchen
 News room:
News snippets from across the globe about the impurities of air and how harmful they are.
 Bytes of influencers about the importance of clean air, etc.:
“Even if you don’t smoke, your lungs might be at risk because of the impure air you are inhaling! Are you sure you don’t
want to take charge of your life and switch to inhaling clean & pure air?”
Landing Page

6.  Campaign Announcement & Call for Registration:
Image Copy – We have A Clean Slate for you!
Post Copy – Here’s a clean slate for kids of the age group – 10 to 15 years or from class 5 to 10, to fill in their ideas and imagination
of how they would like to purify the air around. Say it with a poem or a painting! Visit <link of landing page> for more details.
 Buzz around the participation and ongoing engagement idea and thought:
Image Copy – Earn your own Kindle!
Post Copy – Participate in the #AirAsCleanAsASlate Contest and stand a chance to be among the Top 100 students to win a Kindle
of your own! To know about other attractive prizes, visit <link of landing page>.
 Importance of clean air for children:
Image Copy – Did you know?
11%-14% children of age of 5 years and above report symptoms of Asthma, worldwide!
Post Copy – According to a study by WHO in March 2017, indoor and outdoor air pollution, second hand tobacco smoke or passive
smoking, pollens, moulds and dampness are causing a raging increase in Asthma symptoms among children of the age of 5 years
and above! It is becoming even more important to give our children a healthy air to breathe in.
Social media content – Campaign thought

7.  Surprise contents to generate footfalls – Like participate today and win assured prizes:
Image Copy – A scholarship is just a click away!
Post Copy – Participate today! To win a scholarship and many other exciting prizes in the #AirAsCleanAsASlate Contest! Visit <link
of landing page> for more information.
Image Copy – Participate now & feature on TV!
Post Copy – The Top 20 children to participate get to feature on TV along with their school! Are you excited already? Then
participate right now! Log on to <link of landing page> and register.
Social media content – Campaign thought

8. Thank You…