1) The document outlines a campaign to promote a viral story about a girl named Parvathy sending a letter to God. 2) The campaign aims to raise awareness of Parvathy's story and motivate audiences to share the letter in order to help fulfill her prayer. 3) It details a three phase strategy starting with guest posting the letter on blogs, then reaching out to bloggers on news sites, and finally posting on social media pages and engaging influencers to promote the letter.

1. Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in master)
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World Vision
A Letter to God

2. I’m Parvathy…

3. My life is now different… Thanks to
some good people, I now go to a
school, wear a uniform like other
kids, carry books, study and play.

4. I am writing a letter to God so that only
good things happen to people who
made it possible for me to attend
school.

5. Getting the prayer heard

6. A Case in Point
How a girl’s letter became viral….

7. A Case in Point—The Follow Through
How a girl’s letter became viral….
Girl sends
letter to
Google
Article on all
newspapers
Letter
becomes viral
Google responds
to the girl’s
letter
Article uploaded to
Reddit under “Uplifting
News” section
Article on
Business
Insider

8. Helping Parvathy’s prayer to reach out…

9. Target Audience
Getting the profile of readers right
Primary audience:
Working professionals in Tier 1
& 2 cities with inclination to join
hands with social causes.
Secondary audience:
Influencers who are already
active in social causes.
Need: The requirement will be to motivate the TG to share content.

10. Strategy Focus
How the story unfolds
Interest
• Create interest among the audiences with
articles/blogs showcasing the letter
Connect
• Populate on social channels so that the reach of
the communication spreads
Engage
• Get people to share the letter on FB & Twitter

11. Day 1:
Guest post
the letter on
a blogging
site
Day 10: Reach
out to bloggers
on newszines
who cover
similar stories
Day 13: Post
the letter on
World Vision’s
FB page
Day 15: Get in
touch with
social media
influencers to
promote the
letter
Readers share
the letter
PHASE 1 PHASE 2 PHASE 3
Campaign Flow
Different phases in the campaign

12. Finding Top Indian Bloggers
People/entities who cover general topics
Filtering criteria for shortlisting blogging influencers:
• No. of RSS feed subscribers
• Unique monthly visitors
• No. of pages indexed by Google
• Google page ranking
• Alexa site ranking

13. Top Indian Bloggers
Some of the highly ranked independent people/entities who cover general topics
Author/Org Address
Swaroop C.H http://www.swaroopch.com/
blog/
Amit Varma http://www.indiauncut.com/
The Kamla Show http://kamlashow.com/
Sanjeev Sabhlok http://www.sabhlokcity.com/

14. Guest Bloggers on Newszines
Media affiliated bloggers help to step up the reach

15. Soliciting influencers across all
domains (politics, education,
etc) who may or may not
actively follow social causes.
Sample of a FB look-alike
search profile:
Targeting socially ranked Twitter influencers – A Sample:
Targeting Influencers on Social Media
Posting on Facebook & Twitter

16. The End