A digital awareness campaign plan for the competition Hashtag Marketing semi-final.

1. Team Name:
Lock, Stock & Barrel

2. Lets talk about
impact.

3. Self
Hygiene
Social
Disturbance
Environment
Pollution
Overall
Dignity
One issue
connecting
them all.

4. Target Audience
Urinating
in Public

5. Situation Analysis
5
There is a fine! Daily Occurrence Scenario BeforeLiving Standard

6. Why this issue?
Urinating in PublicAs a middle income country
Do we act like one?
Let me tell you how the
urine comes back to you
Unnoticeable issue that has not
been noticed for a long time
Story of some foreigners

7. Core
Issue Behind
The Problem

8. Normalizing
The Act.

9. The Process Map
The need
to urinate
Easy Alternative to
Urinate in public
General people
witnessing
Normalizing
The act
Search for nearest
& most convenient
way
The Act of
Urinating in public
General people
Looking away.
Current Scenario

10. Lets Talk
BIG IDEA

12. Characteristic of the Big Idea
Paints a strong
Message against
The issue.
A Question
To ask and
Answer both.
01 02 03
Connecting
Issue with
Dignity.
A Call to Action
An Emotional Impact
A Cognition Need

13. Decision Analysis
Fire Accident Road Safety Urinating in Public
Ignorance Relevance Impactable

14. Decision Analysis
Solution
Has Been Here All Along
For every person who urinates, there are more than one who looks away.

15. 10/1/2020 15
37%
Our Insight
People in general are good in heart and they will
always care about an issue but their mind always
block them away. That’s what the psychologist
called repressed memory and they will keep on
repressing it until it’s something that they can
have an effect and action on. Hence this is an
issue that all over the people can easily have an
impact on and right now.

16. Target Audience
People who do it People who ignores it
They think about their dignity in the subconscious
mind while doing the shameful act
The educated and well aware people who feels
disturbed by the shameful act but don’t feel the
urge to stop it

17. 17
Positioning
Connecting Dignity

18. Campaigns
OVC Campaign
The OVC has been broken down into
three parts as a web series. The OVC
maintained a cohesive story in a unique
way to get the message through.

19. Campaigns
Spot The Difference
The OVC has been broken down into
three parts as a web series. The OVC
maintained a cohesive story in a unique
way to get the message through.

20. Campaigns
Colors of Childhood
Recalling the similar kind of act of
childhood with the act of present. This
will create a nostalgia and hit people’s
mind.

21. Campaigns
One Word Challenge
This will be an engaging post where the
mass audience on social media will
interact with us to realize what they
themselves think about the act.

22. Campaigns
Click on the Wall
This will be a drop down content which
will be highly engaging with the
audience. When clicked on the image
to search respect, it will finally reveal the
issue. This will help audience to relate
dignity with the issue more clearly.

23. Campaigns
All Over Bangladesh
This will be a Facebook
album post where the
range of the impact will
be displayed.

24. Campaigns
The Poster
The poster will be directly calling to
action on the walls where most of the
people urinate. This will also be a part
of our BTL campaign

25. Campaigns
Fake CCTV
There will be fake CCTVs implemented
on the crucial places where urinating in
public takes place the most.

26. Campaigns
The Wall Campaign
We will paint the walls in such a way
where it relates to one of our very
common local proverb and will extend
it. This will be a very convenient
message for mass local target audience
.

27. Campaigns
Heat Map
People will manually mark the areas
where they observe such occurrences
very frequently. According to heat map
public toilets will be constructed in
those areas

28. Campaigns
Dignity of a Child
People will manually mark the areas
where they observe such occurrences
very frequently. According to heat map
public toilets will be constructed in
those areas

29. Campaigns
The Flipped Sign of the Coin
This static content the scenario of what
some woman thinks of the act and why
men doesn’t think of the situation
where females are actually taking part

30. Campaigns

31. Campaigns

32. Campaigns
Make the Wall Lively
This campaign will highly focus on
designing the walls in such a lively way
so that people hesitates to urinate in
public

33. Through The Line Campaigns
Digital
Engagement
Live
Campaign
Content
Generating
Audience
Flash
Photography

34. Challenges
Educating the Mass
Reaching the actors
Micro Moments
Creating educating force
CHALLENGES FEASIBILITY
Sustaining the effect Recurring call of action

35. The Process Map
The need
to urinate
Difficult Alternative to
Urinate in public
General people
witnessing
Discourage
The act
Search for nearest
& most convenient
way
The Act of
Urinating in
public
General people
protesting
Desired Scenario

36. Social Media
Analysis

37. DIGITAL MARKETING STRATEGY
90%
Don’t Turn Into Noise
Be unique not to allow sensory adaption.

38. 10/1/2020 38
SUPPLIER CUSTOMER
2K
5k 2.8
K
Minutes Viewed
Total Engagement
Total Views
OVC Analysis

39. 10/1/2020 39
SUPPLIER CUSTOMER
13.4K
1.5
Reach
Impression
Frequency
20.6K
OVC Analysis

40. 10/1/2020 40
SUPPLIER CUSTOMER
17.8K
6.7k
Reach
Page Views
Engagement
1.4K
Page Overview

41. Favorite Contents: Engagement
Click For Action
28%
OVC 1
26%
Activation Post
25%

42. Favorite Contents: Reach
Difference
6.9K
OVC 3
6.8K
Cover Video
5.9k

43. 3
Execution Plan
Campaign
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Feature Post
Engagement
Post
Videos BTL

44. Campaign Takeaway
1 2
4 3
5 6
START
Facebook
Raising the issue
KICK-OFF
ImpactsField Activity
Engagement ADOPTION
Creating buzz among
indirect and direct
targets as well
Conducting field
activity to educate
mass target
Engaging people
with CTA posts to
People took the issue on a
serious note and paid
heed to it
Making people aware
about the impact

45. Cost and Feasibility
Sl. No. Particulars Details Unit Price Unit
Total Price
(BDT)
01
Posts
Featured Post 1,000 01 1000
Campaign Post 1,000 02 2,000
Engagement Post 1,000 01 1,000
02
Video
Video Shooting 10,000 01 10,000
Video Editing 5,000 05 5,000
03 Online Media
Boosting
- $120 9,600
Total 27,600
Agency Commission (10%) 2,760
Sub-Total 30,360
VAT (4.5%) 1,366.20
GRAND TOTAL 31,726.20
Week 01

46. Cost and Feasibility
Sl. No. Particulars Details Unit Price Unit
Total Price
(BDT)
01
Posts
Featured Post 1,000 02 2000
Campaign Post 1,000 02 2,000
Engagement Post 1,000 01 1,000
02
Video
Video Shooting 0 0 0
Video Editing 0 0 0
03 Online Media
Boosting
- $80 6720
Total 11,720
Agency Commission (10%) 1,172
Sub-Total 12,892
VAT (4.5%) 580.14
GRAND TOTAL 13,472.14
Week 02

47. Cost and Feasibility
Sl. No. Particulars Details Unit Price Unit
Total Price
(BDT)
01
Posts
Featured Post 1,000 02 2000
Campaign Post 1,000 02 2,000
Engagement Post 1,000 01 1,000
02
Video
Video Shooting 0 0 0
Video Editing 0 0 0
03 Online Media
Boosting
- $80 6720
Total 11,720
Agency Commission (10%) 1,172
Sub-Total 12,892
VAT (4.5%) 580.14
GRAND TOTAL 13,472.14
Week 03
Total cost= 19,722.14

48. Cost and Feasibility
Sl. No. Particulars Details Unit Price Unit
Total Price
(BDT)
01
Posts
Featured Post 1,000 02 2000
Campaign Post 1,000 02 2,000
Engagement Post 1,000 01 1,000
02
Video
Video Shooting 0 0 0
Video Editing 0 0 0
03 Online Media
Boosting
- $80 6720
Total 11,720
Agency Commission (10%) 1,172
Sub-Total 12,892
VAT (4.5%) 580.14
GRAND TOTAL 13,472.14
Week 04

49. Cost and Feasibility
Sl. No. Particulars Details Unit Price Unit
Total Price
(BDT)
01
Posts
Featured Post 1,000 01 1000
Campaign Post 1,000 02 2,000
Engagement Post 1,000 01 1,000
02
Video
Video Shooting 10,000 01 10,000
Video Editing 5,000 05 5,000
03 Online Media
Boosting
- $120 9,600
Total 27,600
Agency Commission (10%) 2,760
Sub-Total 30,360
VAT (4.5%) 1,366.20
GRAND TOTAL 31,726.20
Week 05
Total cost= 37,726.20

50. Cost and Feasibility
Sl. No. Particulars Details Unit Price Unit
Total Price
(BDT)
01
Posts
Featured Post 1,000 01 1000
Campaign Post 1,000 02 2,000
Engagement Post 1,000 01 1,000
02
Video
Video Shooting 10,000 01 10,000
Video Editing 5,000 05 5,000
03 Online Media
Boosting
- $120 9,600
Total 27,600
Agency Commission (10%) 2,760
Sub-Total 30,360
VAT (4.5%) 1,366.20
GRAND TOTAL 31,726.20
Week 06

51. Cost and Feasibility
Criteria Number of CCTV Unit Price Total
Fake CCTV 25 200 5,000
Installation cost 25 50 1,250
Total 6,250
BTL Campaign week 03
Criteria Number of posters Unit Price Total
Poster 1000 5 5,000
Installation Cost 1,000
Total 6,000
BTL Campaign week-05
Criteria Number of wall Unit Price Total
Color 15 1000 15,000
Painter Cost 15 500 7,500
Total 22,500
BTL Campaign Week-06

52. Cost and Feasibility
Criteria Total Cost
Week-01 31,726.20
Week-02 13,472.14
Week-03 19,722.14
Week-04 13,472.14
Week-05 37,726.20
Week-06 54,226.50
Total 170,345.32
Total Budget

53. Cost Per Contact & ROI
Cost= 170,345.32= $2027.92
Total CPC = 2027.92/3120 = $0.65
Projected Engagement= 153,061
Social Media ROI= 153061/ 170,345.32= 89.03%

54. Monitoring and Evaluation
Perception
Influence
Engagement
Sustainability

55. Monitoring and Evaluation Method
Social CRM Perception Survey Usage of Public Toilet Sustainability Index

56. Critical Success Questions
Is urinating in public still
normal?
Are the general people doing
anything about it?
Do people realize the impact
of the act?
Do people care about the
issue now?

57. Contingency
Compost Electricity

58. Contingency
Enforce Law & find
alternative solution

59. THANK YOU