Indifesa Terre Des Hommes campaign

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Project on viral video, guerrilla marketing, social media and content marketing for InDifesa campaign 2014 by Terres Des Hommes

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Indifesa Terre Des Hommes campaign

  1. 1. Terre Des Hommes Project INDIFESA CAMPAIGN 2014 Theme: Adolescent mother in Bangladesh
  2. 2. OUTLINE 1. Goals 2. Target and Persona 3. Guerilla Marketing 4. Video script for Indifesa campaign 5. Online Strategy 6. Social Media Campaign 7. Online – Offline Strategy 8. Budget and Conclusion
  3. 3. in support of children and adolescent mothers in BangladeshImprove brand awareness of Terre des Hommes Italia on Social Network Goals Reach 400.000 € with fundraising campaign Improve conversion rate through TdH Italia website (web donations) Link relevant targeted opinion leaders to TdH Create buzz on social relevant topics
  4. 4. WHAT ITALIAN DO ONLINE (We Are Social – Source: US Census Bureau. ITU.Facebook 2014) (Source: Istat Report - 2013) 82% 20%41%
  5. 5. INTERNET DIFFERENCE BY DEMOGRAPHICS • 51% are 35-54 years old • 27% north-west • 51% have a diploma 57% 43%
  6. 6. ALICE 45 years old Lives in Turin Middle –high income Married with children Organic food and fair trade product small business LOVES travelling, animals, nature Active member of a voluntary association 3 hours online per day Uses Facebook Twitter, Instagram Writes blog and posts in forums Reads everyday online newspaper repubblica.it, corriere.it, lastampa.it Culturally astute Our Persona
  7. 7. • SURPRISE • Mystery • Social BUZZ WHY?
  8. 8. WHO? TdH volunteers
  9. 9. WHAT? Paper hangers with the shape of objects that TdH will donate and with meaningful sentences on them
  10. 10. HOW? www.makeithappen.com
  11. 11. WHERE? Main cities in Italy ( Turin, Rome, Milan,… )
  12. 12. WHEN?
  13. 13. MAKE IT HAPPEN Video for INDIFESA Campaign 2014
  14. 14. Video Overview Characters Adolescent Mother 15 years old married and pregnant Bangladesh Adult Mother 25 years old Have one daughter Video Length : 2 mins to 2.5 minsc Video Structure : Part 1 – Story of two women Part 2 – Terre des Hommes action Filming places : in Italy, rural area Other characters to support the whole video
  15. 15. IT’S NOT WHAT WE SAY OR THINK THAT DEFINES US IT’S WHAT WE DO
  16. 16. THE CLOCK TICKS TICKS TICKS AND TURNS TO 4 O’CLOCK IN THE MORNING
  17. 17. WEAK LIGHT IS TURNED ON
  18. 18. ADOLESCENT MOTHER WAKES UP TO THE WEAK LIGHT WITH TIRING EYES
  19. 19. ADULT MOTHER IS STILL SLEEPING WITH A SMILE ON HER FACE
  20. 20. CLOCK TURNS TO 8 O’CLOCK
  21. 21. ADOLESCENT MOTHER IS WORKING HARD (CARRYING WOODS )
  22. 22. ADULT MOTHER IS PREPARING BREAKFAST FOR HER DAUGHTER
  23. 23. CLOCK TURNS TO 2 PM
  24. 24. The adolescent mother’s husband tears all of her books and hits her
  25. 25. She cannot defense herself
  26. 26. Adult mother defenses her ideas in a conflict at school/ work
  27. 27. AND SHE WINS
  28. 28. It’s now very late at night….
  29. 29. Adolescent mother finally comes home She’s touching her baby inside Adult mother is playing with her child under the light Screen is splited into two frames
  30. 30. Two mothers are untying their hair before going to bed The left mother is looking towards the bright room on the right Two women with two different experessions on their faces do the same action reveal that they are just one person
  31. 31. AND PUT THE HAIRTIE ON THE TABLE The connection between two women is clearer through their same hairtie and action
  32. 32. Dramatic Pause
  33. 33. WE GIVE HER OPPORTUNITY ON A BRIGHT LIFE YOU MAKE IT HAPPEN
  34. 34. Campaign
  35. 35. YouTube Facebook Twitter Page
  36. 36. Your children can play a part
  37. 37. Share with your colleagues
  38. 38. AND THE WHOLE FAMILY
  39. 39. 1.8K SHARES RETWEETS THE EFFECT OF ONE SINGLE CLICK 2.8K [Counting number]
  40. 40. THE CLOCK QUICKLY TURNS TO 4 O’CLOCK IN THE MORNING
  41. 41. Logo Terres Des Homes The light is turned on again
  42. 42. She opens the door and Terres Hommes is there to give her books and facilities to go to school Now she has book to start her dream
  43. 43. CLOCK TURNS TO 8 O’CLOCK
  44. 44. She is going to school
  45. 45. ONE STEP TO FUTURE She makes her final step to the school And that step turns her into the happy woman (adult mother) So the two women are revealed the same two times in the middle of video and the in last scene
  46. 46. Now she is taking her child to school
  47. 47. Terre Des Hommes
  48. 48. #indifesa
  49. 49. Dramatic Pause
  50. 50. IN DEFENSE OF ADOLESCENT MOTHER
  51. 51. • Sender: Adolescent mother • Receiver: Terre des Hommes • Subject: Terre des Hommes • Object: Adolescent mother’s independence • Opponement: economical and cultural conditions • Helper: people/donators • Manipulation: The 2 stories • Competence: People action moment • Performance: Terre des Hommes gives her a book and brings her to school • Sanction: the final scene from child to happy adult bringing her child to school Narrative Scheme
  52. 52. ONLINE STRATEGY
  53. 53. Keywords analysis INDIFESA
  54. 54. Keywords analysis NO PROFIT
  55. 55. Digital PR: Influencers segmentation Giovanna Melandri Con Humanfoundation per l'innovazione sociale.Con il Maxxi per una piattaforma della creativita'contemporanea che generi ricchezza civile, spirituale,economica. La 27Ora La 27ORA è un blog al femminile: racconta le storie e le idee di chi insegue un equilibrio tra lavoro (che sia in ufficio o in casa), famiglia, se stesse. Microsoft Impresa Twitter ufficiale @MicrosoftItalia dedicato alle imprese. Uno spazio in cui soddisfare le esigenze degli imprenditori italiani #digitalipercrescere. NO Profits Blog Street News
  56. 56. Digital PR: Influencers segmentation Mommy Bloggers Serena Sabella Blogger/Social Media lover/Journalist. Io sto al web come lo shopping sta a Becky Bloomwood. Sono (anche) su @DonnaMorderna e gestisco l’account di @DMBambino Linda Cantù Mamma di tre, blogger, web writer (e addicted) Sara Salvarani Appassionata di comunicazione, web, organizzazione, creatività, ecologia e sicurezza, cerco di conciliare tutte le mie passioni in un unico mestiere. Silvia Sacchetti 'Le persone perfette non combattono non mentono non commettono errori non esistono' #mammaimperfetta #socialmedia #comunicazione @running4mommies Francesca Sanzo Blogger con http://panzallaria.com Vivo a #Bologna. Mi occupo di #culturadigitale e educazione al digitale. Social Media Strategist. MamaFelice Vivo per essere felice, perché ho già testato in passato una vita di merda. Nel frattempo faccio la blogger di professione. E bevo gin lemon senza far fatica.
  57. 57. Digital PR: Influencers segmentation Claudio Gagliardini Web Marketing e comunicazione online per aziende, organizzazioni e professionisti, sono un esperto di Social Media Marketing. http://www.claudiogagliardini.it Simona Melani Instagramers Italia Luca Conti Chief Int. Biz. Dev. @Simplicissimus | Aut. @Hoepli_1870 | Blogger-journo | Traveler | Eng @lucaconti Simona Melani Il vero lusso è essere se stessi - #SicilianGirl, #DigitalStrategist, blogger, author of #SocialMediaFashion http://40k.it/social- media-fashion Paola Bonini milan-based journalist, new media consultant, addicted to arts, tea-drinking, taking photographs, wandering and wondering. Potential Ambassadors
  58. 58. Digital PR: Influencers segmentation Female emancipation { NORDEST }{ MILANO }
  59. 59. Newsletter: track your donation
  60. 60. • Conversion • Engagement • Reach • Popularity • Share of voice • Amplification • Conversation • Bounce • OR • CTR • SEO improvements • Counting metrics Flickr I thelightgatherer WHAT TO MEASURE
  61. 61. SOCIAL MEDIA CAMPAIGN
  62. 62. STRATEGY SCHEME • ANALYSIS: search engine positioning and keywords analysis, competitors benchmark, mapping conversational places and influencers identification, audience analysis, social media conversations listening • VALUE PROPOSITION: transparency and participation • SET SHORT-TERM OBJECTIVES for each social channel used • SET TEAM ASSIGNMENT • ACTIONS: content, SEO, Digital PR • DISTRIBUTION: mixing paid, owned and earned media • FINE TUNING: analytics and KPI
  63. 63. STRATEGY SCHEME Flickr I Daren Rogers • FRIENDLY, RELEVANT AND OPTIMISTIC VOICE ON SOCIAL MEDIA PAGES • CHARACTER/PERSONA: INSPIRING AND OPTIMISTIC • TONE: PERSONAL, HONEST, WARM • LANGUAGE: SIMPLE • PURPOSE: ENGAGE, INFORM AND CALL PEOPLE TO ACTION
  64. 64. EDITORIAL CALENDAR 5POSTS/DAY 1NEW VIDEO/WEEK 1NEW POST/DAY • CATEGORY • KEYWORDS • ARTICLE TYPE • CONTENT FORMAT (AUDIO VIDEO, TEXT, IMAGE)
  65. 65. VIDEOS AND INTERVIEWS ARTICLES INFOGRAPHICS RELEVANT LINKS AND ENGAGING CONTENTS PROMOTE UPCOMING EVENTS 5POSTS PER DAY ENGAGE WITH THE INFLUENCERS
  66. 66. FOLLOWERS AND VOLUNTEERS TWEETS WITH HASHTAGS #IAMTHENEXTONE BECAUSE ... AND #INDIFESA RETWEET AND INTERACTIONS WITH THE INFLUENCERS PICTURES LINKED WITH INSPIRING QUOTATIONS
  67. 67. • ACTIVITES OF OPERATORS IN BANGLADESH “THE VOICE OF THE OPERATOR” • SHORT POSITIVE INTERVIEWS WITH BANGLADESH GIRLS
  68. 68. • SELFIES OF FOLLOWERS HOLDING A CARD WITH #INDIFESA • PICTURES WITH QUOTATIONS WITH THE LINK TO THE CAMPAIGN
  69. 69. The Help Quote Mug by SharayahJennifer on Etsy
  70. 70. VOICE OF THE OPERATOR • FEEDBACK FROM VILLAGES AND SCHOOLS • NEWS OF ONGOING ACTIVITIES
  71. 71. CALL TO ACTION #IAMTHENEXTONE #MAKEITHAPPEN THROUGH SMS WITH THE LINK TO THE LANDING PAGE
  72. 72. ONLINE - OFFLINE PARTNERSHIP WITH RESTAURANT AND LOUNGE BARS DISPLAY OF A TOTEM OUTSIDE THE PLACE FOLLOW THE INSTRUCTIONS: SHARE A CONTENT AND CHECKIN GET A DISCOUNT ON A DRINK OR A COFFEE FOR FREEE
  73. 73. Events - Lottery Lottery for fundraising in collaboration with schools. Collect private contact Bring them to share TdH posts Actions Store contacts for future marketing operations increase brand awareness Goals participate to a special event of fundraising with web-celebrities Sensibilize their children to the problem Rewards
  74. 74. Events – Charity party Charity party with selected web-celebrities, peress, and the winners of previous event Gallery with pictures or videos related to Bangladesh daily life of adolescent mothers. Actions Stress the presence of celebrities to spread information about the campaign Use press to describe TdH objectives and goals already achieved Goals Visibility for both celebrities and TdH Use press to describe TdH objectives and goals already achieved Rewards
  75. 75. Events – Aperitifs Collaborate with cafès in selected cities and create some mini- events for charity People who participate have a discount on drinks if they share their position with smartphones and a content related to TdH via FB Actions Bring TdH target to share their participation in order to spread the message Gain new leads directly on casual or regular customers Goals Discount for customers Visibility for owners Rewards
  76. 76. Costs Details Sum (€) Video 1200€ filming+post editing, 3000€ set+actors 4200 Guerilla 1500€ for 1000 fliers + 250€ for distribution in each city 2500 Istagram and Twitter user generated contents and a partnership wit restourants and bar- no expense 0 Content for Facebook and blog project content manager 3000€ + 500€ amatorial videos on the place and PP + 3000€ for 6 month of blog management 6500 Newsletter e-mail marketing manager x2 months 2000 Lottery volunteers+employee 1500€; stands material 4000€; Transportation 1000€; Fliers 500€ 7000 Facebook ads avg 0,25€ x engagement. 2000€ x 2500 likes (31,25% of engagement) 5500 Digital PR Free 0 Temporary website Guerilla Marketing 1000 Mobile version 1500 Aperitif event 250€ for each totem (x4), 400€ for other materials, 500€ for transport. 100€ a day for promoters (3 café’s x 4 cities) 3100 Total 33 300€ Budget – 30.000€
  77. 77. Group Azzurra Barausse Chiara Cilardo Phuong Ly Ly Nguyen Federico Oliveri Claudio Contini THANK YOU!

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