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Young Lions CZ 2021 | Marketers 06

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Young Lions Czech Republic 2021 | MEDIA
www.younglions.cz

The only platform where young professionals can find out how good they are compared to their peers.
Powerful learning through experience by working under time pressure.

Young Lions develop ambition and the ability to create excellent communications solutions.

We can call them the national championship for brand communication professionals aged 30 or under.

They provide a unique opportunity to develop creative and personal excellence.


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Young Lions CZ 2021 | Marketers 06

  1. 1. OBJECTIVES & PARTNERSHIP  Leading brand in plant-based products  Looking for a long-term partner in CSR activities and to drive brand equity  NGO with an ambitious worthy cause in search of long- term partners  Aims to raise awareness of the crisis at hand and recruit new site/app users THE ULTIMATE GOAL Inform the Czech society in an engaging way about the climate crisis and its solution. Empower and motivate the Czech public to take action by sponsoring tree planting in developing countries.
  2. 2. CONSUMER & INSIGHT TARGET CONSUMERS: Eva and Petr Eva and Petr have been dating for 3 years. They both are Millennials, who strive to live sustainably. They try to recycle as much as possible, they care about their health and wellness. Both are trying to limit their meat consumption and Eva is thinking about becoming a vegetarian. „I try to live healthily and sustainably. I am aware of the current affairs and the climate crisis, but I find it is all too far away and intangible and I am not sure how I could help. I do the basic stuff like recycling, but I wonder if that is enough. Also, I doubt that my actions as of one single individual will be enough to make a difference.“ THE INSIGHT
  3. 3. THE CHALLENGES AHEAD  Untouchable & faraway problem  Heavy message consumers might want to avoid  Goal of a trillion trees planted is unimaginable  Missing engaging and socializing features on current website  Very ambitious Plant for the planet KPIs OUR AMBITION 1) Kickstart a sustainable campaign for Plant for the planet CZ 2) Reach 500 000 sold trees in 2 months of campaign 3) Increase brand equity and awareness of Garden Gourmet brand
  4. 4. Jsem lesa pán Go to jsemlesapan.cz Garden Gourmet aims to trigger a societal movement #Budlesapan by appealing to local heritage through remaking a well-known song „Hajný je lesa pán“ from a popular Czech fairy tale. CAMPAIGN IDEA Become the master of the forrest . . . And plant a shared future. #Budlesapan challenge
  5. 5. Jsem lesa pán Go to jsemlesapan.cz OUR STRATEGY HERO SONG Garden Gourmet organizes influencers singing modified version of a popular song „Hajný je lesa pán.“ Modified version to be written by Mr. Horáček. SHARING & EDUCATING Hero song shared across various platforms (IG, selected radio stations) and gains momentum. Ambassadors educate viewers about the problem at hand. EMPOWER TO ACT Ambassadors invite viewers to visit microsite, sponsor tree planting and share with their network that they have become masters of a forrest with #jsemlesapan. For every 1 tree bought, Garden Gourmet adds one. &
  6. 6. THE TOOLBOX Use the product as a key message communicator The product #budlesapan pack change The #budlesapan microsite Build a CZ microsite to rid of barriers of purchase. Site includes: • Influencer song and content • CZ goal, year-based • Explanation about problem at hand • Tracking of progress The #budlesapan reward Get personalized certificate and unique merchandise for every 10 trees planted. The influencer #budlesapan song Involve key influencers connected/aware of the cause to spread the message, fuel socials with content and engage people MEDIA mix • Social media of Influencers (partially paid co-operation) and Social media of Garden Gourmet (paid media) Plan for the Planet • PR (mostly unpaid) • Packaging • Microsite
  7. 7. HOW WE FACED CHALLENGES AND MEETING OUR GOALS  Untouchable & faraway problem  Heavy message consumers might want to avoid  Goal of a trillion trees planted is unimaginable  Missing engaging and socializing features on current website  Very ambitious Plant for planet KPIs OUR AMBITION 1) Kickstart a sustainable campaign for Plant for planet CZ 2) Reach 500 000 sold trees in 2 months of campaign 3) Increase brand equity and awareness of Garden Gourmet brand Locally relevant campaign with viral potential breaking down large goals Need to be revised by NGO
  8. 8. THE SUMMARY TARGET GROUP Environment and health- conscious Millennials, who strive to live sustainably. „I am aware of the climate crisis, but I find it is all too far away and intangible and I am not sure how I could help. I doubt that my actions as of one single individual will be enough to make a difference.“ THE INSIGHT Garden Gourmet aims to trigger a societal movement #Budlesapan by appealing to local heritage through remaking of a song „Hajný je lesa pán“ from a popular Czech fairy tale. THE IDEA HERO SONG Create and execute hero song with influencers connected to Czech cultural heritage. SHARING & EDUCATING Share content and educate through various touchpoints. EMPOWER TO ACT Visit microsite, buy trees and enjoy sharing and being rewarded. THE AMBITION 1) Kickstart a sustainable campaign for Plant for planet CZ 2) Reach 500 000 sold trees in 2 months of campaign 3) Increase brand equity of Garden Gourmet brand OUR CAMPAIGN STRATEGY . THE TOOLKIT Influencers and the hero song. Pack Microsite CZ Merch THE KPIs 1) Kickstart a sustainable campaign for Plant for planet CZ 2) Reach 500 000 sold trees in 2 months of campaign 3) Increase brand equity and awareness of Garden Gourmet brand

Young Lions Czech Republic 2021 | MEDIA www.younglions.cz The only platform where young professionals can find out how good they are compared to their peers. Powerful learning through experience by working under time pressure. Young Lions develop ambition and the ability to create excellent communications solutions. We can call them the national championship for brand communication professionals aged 30 or under. They provide a unique opportunity to develop creative and personal excellence.

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