This assignment and presentation was done for TBWA. The commentary was later added to provide clarity for other viewers.

1. Social Activism
in the
21st Century
Problem: “What don’t we know about college students
(18-24) and their participation in social activism and
how it relates to brands? How do we disrupt them?”
-TBWA
TBWA approached our Advanced Account Planning class with this problem and challenged us to find
viable insights and solutions based on extensive research and thoughtful analysis. I have included
these thought bubbles as a way to lend commentary, when necessary, and help clarify our process
and findings.

2. Agenda This agenda shows the flow of our
presentation as well as the process
that led to our recommendations.
 Research
 Findings
 Segmentation
 Theoretical Framework
 Recommendations
 Conclusion

3. Research Methodologies
 Survey - Lickert Scale
 n=142
 68% Female: 32% Male
 Mean age: 20.6
 61% Caucasian: 15% Hispanic: 14% Asian:
2% African American: 1% Middle Eastern
 In-depth Interviews Using both quantitative and qualitative
data, we were able to build a thorough
 9 completed foundation of research, upon which our
insights and findings were based.
 56% Male: 44% Female
Research Findings/Insights Segmentation Recommendations Q&A

4. Survey Findings & Insights
I participate in social causes:
Research Findings/Insights Segmentation Recommendations Q&A

5. Survey Findings & Insights
I’d be more willing to participate in social causes, but I don’t have
enough _________.
Research Findings/Insights Segmentation Recommendations Q&A

6. Survey Findings & Insights
I prefer to contribute my time to charity rather than money.
Research Findings/Insights Segmentation Recommendations Q&A

7. Survey Findings & Insights
I’m more likely to give time/money to an organization when a friend
is involved.
Research Findings/Insights Segmentation Recommendations Q&A

8. Survey Findings & Insights
I’m more likely to give time/money to an organization when it is
recommended by a friend.
Research Findings/Insights Segmentation Recommendations Q&A

9. Survey Findings & Insights
When I give to a cause, I want to know where my money is going.
Research Findings/Insights Segmentation Recommendations Q&A

10. Survey Findings & Insights
I’m more likely to buy a product if I know it contributes to a cause.
Research Findings/Insights Segmentation Recommendations Q&A

11. Survey Findings & Insights
A lower price is more important to me than a product’s impact on
social causes.
Research Findings/Insights Segmentation Recommendations Q&A

12. Survey Findings & Insights
Please name three brands you believe do the best job at
contributing to social causes.

13. Findings & Insights Our research analysis revealed the
following. One of the most helpful
outcomes of this analysis was our
method for target segmentation,
which will be clarified in further detail.
 Incentives are not bad.
 Companies not trying to “wear a
mask,” gain the most.
 Brands should be all or nothing.
 Involvement is determined by their
friend’s involvement.
 Segmentation strategy.

14. Segmentation
Our research identified three types of young social
activists. To help clarify our segments we made a metaphorical
comparison between social activism and travel. Segmentation
was based on level of involvement and motivation for involvement.
Tour Guides Backpackers Tourists
Know a lot about Self motivated  Passive
specific things
Energetic Info Seekers  Selective
Charismatic Outliers  Social
Teachers Comprehensive  Self-oriented
Motivator (Mentor) Passionate  Good Natured
Founders (Pioneers) Empathize
 Incentive Driven
Have connections Knowledgeable
(expanded view)  Need A Friend
Active Schedule
Research Findings/Insights Segmentation Recommendations Q&A

15. We used Facebook profiles
to show the characteristics
and interests of people we
felt matched each type
of segmentation. This helped
put a face and identity to
each group
The
Tour Guide

16. The
Backpacker

17. The Tourist

18. Segmentation Graph
This graph indicates overlap within these
segments. As with any real-world scenario, some people
identify with more than one group. We wanted to show
that these overlappers were accounted for.
Backpackers Tourists
Tour
Guides
Research Findings/Insights Segmentation Recommendations Q&A

19. Diffusion of Innovations
Everett M. Rogers, 1962
 Innovators
 Early
Adopters
 Early Majority
 Late Majority
 Laggards
Rogers’ theory was a major
influence on how we
envisioned the spread of
social activism
How A Product/Service/Info Disseminates Into Society

20. Diffusion of Innovations
This is how we feel the Diffusion
of Innovation can be applied to our
segments
Tour Guides Backpackers Tourists

21. Model of Social Influence
Tourists
Tour
Guides
Action
Back
Packers
We created this model to help visualize the spread of social activism.
We feel that Tourists require the influence of Tour Guides to take action.
Backpackers, a more individualistic group, require little or zero influence
for action. Therefore, we feel making Tour Guides the primary focus
of branding efforts will create chain reaction of influence and action.

22. Recommendations These are the methods that we
recommend for reaching our primary
target, the Tour Guides, and our
secondary target, the Tourist.
Because the self-motivated Backpackers
 Primary Target require little influence for action and
any attempt to influence would be met
with skepticism from this group, we felt
 Social activism site efforts would be better served if directed
at the other two segments
 Partnering with schools
 Relationships with Greek boards
 Secondary Target
 Traditional advertising
Research Findings/Insights Segmentation Recommendations Q&A

23. Sites like these represent the types of
online forums that we envisioned, which
could provide a powerful platform for
the exchange of ideas, especially for
Tour Guides. However, we feel they
should be enhanced to make them more
user friendly, youthful, and better suited
for dialog rather than monolog.

24. Recommendations
 CauseAnEffect.com
 BlackBoard style setup customized to
each school
 Specific to college students
 Familiar Facebook/Twitter feel - P2P,
B2P
 Create an interactive experience
 Encourage strong brand involvement
Research Findings/Insights Segmentation Recommendations Q&A

25. Recommendations
Primary Target Secondary Target
Tourists
Tour
Guides
Action
Back
Packers

26. Thank You
for your time.
As a final note, it is important to remember that we were charged with the task of providing
sound recommendations for an effective strategy to spread and promote social activism.
Keeping this in mind, we wanted to uncover primary and secondary research that would lead us
to a better understanding of the situation and, thus, a more viable and effective method for
spreading influence. The TBWA representatives were very impressed with our
recommendations and are now working on implementing these and others into their agency’s
approach.
Research Findings/Insights Segmentation Recommendations Q&A