1. Terre Des Hommes Project
INDIFESA CAMPAIGN 2014
Theme: Adolescent mother in Bangladesh

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. 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. WHAT
ITALIAN
DO ONLINE
(We Are Social – Source: US Census Bureau. ITU.Facebook 2014) (Source: Istat Report - 2013)
82% 20%41%

5. INTERNET DIFFERENCE BY
DEMOGRAPHICS
• 51% are 35-54 years old
• 27% north-west
• 51% have a diploma
57% 43%

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

8. • SURPRISE
• Mystery
• Social
BUZZ
WHY?

9. WHO? TdH volunteers

10. WHAT?
Paper hangers with the shape of objects that TdH will
donate and with meaningful sentences on them

12. HOW? www.makeithappen.com

13. WHERE?
Main cities in Italy ( Turin, Rome, Milan,… )

14. WHEN?

15. MAKE IT HAPPEN
Video for INDIFESA Campaign 2014

16. 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

17. IT’S NOT WHAT WE SAY OR THINK
THAT DEFINES US
IT’S WHAT WE DO

18. THE CLOCK TICKS TICKS TICKS
AND TURNS TO 4 O’CLOCK IN THE MORNING

19. WEAK LIGHT IS
TURNED ON

20. ADOLESCENT MOTHER
WAKES UP TO THE
WEAK LIGHT WITH
TIRING EYES

21. ADULT MOTHER
IS STILL SLEEPING WITH
A SMILE ON HER FACE

22. CLOCK TURNS
TO 8 O’CLOCK

23. ADOLESCENT MOTHER IS WORKING HARD (CARRYING WOODS )

24. ADULT MOTHER IS PREPARING BREAKFAST FOR HER DAUGHTER

25. CLOCK TURNS TO 2 PM

26. The adolescent mother’s husband tears
all of her books and hits her

27. She cannot defense herself

28. Adult mother defenses her ideas
in a conflict at school/ work

29. AND SHE WINS

30. It’s now very late at night….

31. 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

32. 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

33. AND PUT THE HAIRTIE ON THE TABLE
The connection between two women is clearer
through their same hairtie and action

34. Dramatic Pause

35. WE GIVE HER OPPORTUNITY
ON A BRIGHT LIFE
YOU MAKE IT HAPPEN

36. Campaign

37. YouTube
Facebook
Twitter Page

38. Your children can
play a part

39. Share with your colleagues

40. AND THE WHOLE FAMILY

41. 1.8K SHARES
RETWEETS
THE EFFECT OF ONE SINGLE CLICK
2.8K
[Counting number]

42. THE CLOCK QUICKLY TURNS
TO 4 O’CLOCK IN THE MORNING

43. Logo Terres Des Homes
The light is turned on again

44. 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

45. CLOCK TURNS
TO 8 O’CLOCK

46. She is
going to
school

47. 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

48. Now she is taking her child to school

49. Terre Des Hommes

50. #indifesa

51. Dramatic Pause

52. IN DEFENSE OF
ADOLESCENT
MOTHER

53. • 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

54. ONLINE
STRATEGY

55. Keywords analysis
INDIFESA

56. Keywords analysis
NO PROFIT

57. 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

58. 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.

59. 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

60. Digital PR: Influencers segmentation
Female
emancipation
{ NORDEST }{ MILANO }

61. Newsletter: track your donation

62. • Conversion
• Engagement
• Reach
• Popularity
• Share of voice
• Amplification
• Conversation
• Bounce
• OR
• CTR
• SEO improvements
• Counting metrics
Flickr I thelightgatherer
WHAT TO
MEASURE

63. SOCIAL MEDIA
CAMPAIGN

64. 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

65. 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

66. EDITORIAL CALENDAR
5POSTS/DAY
1NEW VIDEO/WEEK
1NEW POST/DAY
• CATEGORY
• KEYWORDS
• ARTICLE TYPE
• CONTENT FORMAT (AUDIO VIDEO, TEXT, IMAGE)

67. VIDEOS AND INTERVIEWS
ARTICLES
INFOGRAPHICS
RELEVANT LINKS AND ENGAGING CONTENTS
PROMOTE UPCOMING EVENTS
5POSTS PER DAY
ENGAGE WITH THE INFLUENCERS

68. FOLLOWERS AND VOLUNTEERS TWEETS WITH HASHTAGS
#IAMTHENEXTONE BECAUSE ... AND #INDIFESA
RETWEET AND INTERACTIONS WITH THE INFLUENCERS
PICTURES LINKED WITH INSPIRING QUOTATIONS

69. • ACTIVITES OF OPERATORS IN BANGLADESH
“THE VOICE OF THE OPERATOR”
• SHORT POSITIVE INTERVIEWS WITH BANGLADESH GIRLS

70. • SELFIES OF FOLLOWERS HOLDING A CARD
WITH #INDIFESA
• PICTURES WITH QUOTATIONS WITH THE LINK TO
THE CAMPAIGN

71. The Help Quote Mug by SharayahJennifer on Etsy

72. VOICE OF THE OPERATOR
• FEEDBACK FROM VILLAGES AND SCHOOLS
• NEWS OF ONGOING ACTIVITIES

73. CALL TO ACTION
#IAMTHENEXTONE
#MAKEITHAPPEN
THROUGH SMS
WITH THE LINK
TO THE LANDING PAGE

74. 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

75. 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

76. 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

77. 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

78. 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€

79. Group
Azzurra Barausse
Chiara Cilardo
Phuong Ly Ly Nguyen
Federico Oliveri
Claudio Contini
THANK
YOU!