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Crowdsourced campaigns - Stockholm October 2014
- 1. Crowdsourced campaigns Stockholm, 7 October 2014
- 2. weareneo.com FIND WHAT MATTERS. MAKE IT MATTER MORE… ! We’re a brand and communications agency doing the work that matters. We build brands, campaigns and communications for organisations that are driven by a social or environmental purpose – charities, social enterprises and green businesses amongst them. ! It's your stories that count. Your work. Your ambitions. Our work is about making this matter more. It starts by finding the things that matter most about your organisation. The key insight or truth from which to create a brand, a campaign or a shift in thinking. Then we amplify this through inspired creative and design thinking.
- 3. weareneo.com THE COMPANY WE KEEP We're on the side of the optimists. Those of you with the ideas and ambition to solve the world’s biggest challenges even if that means starting small. Those that shine a light on the problems and get us excited about the solutions, whatever the scale. Over the past ten years we’ve worked with some of the best.
- 6. weareneo.com WWF Cerrado campaign
- 7. “Charity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public. “They can just happen, brought into existence by the audiences themselves in an amazingly exciting way.” - Chris Cox, Mind UK “Charity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public. “They can just happen, brought into existence by the audiences themselves in an amazingly exciting way.” - Chris Cox, Mind UK Image © flickr user: Adam Wilson weareneo.com
- 8. weareneo.com CONVENTIONAL CAMPAIGN MODEL Message Content Activation
- 9. weareneo.com CONVENTIONAL CAMPAIGN MODEL Message Content Activation Brand Public
- 10. weareneo.com NEW ‘CAMPAIGN’ MODEL Message Content Activation
- 11. weareneo.com Brand Public Message Content Activation
- 13. weareneo.com #NOMAKEUPSELFIE • €10 million raised for Cancer Research UK during a few days in March 2014 • Activity stretched across the world • More than 200 charities benefited from donations • But was not started by any of them
- 14. weareneo.com #NOMAKEUPSELFIE • The hashtag #nomakeupselfie was used on Twitter as long ago as late 2012 - with no apparent impact
- 15. weareneo.com #NOMAKEUPSELFIE • Then in early March 2014, 81- year-old Hollywood actor Kim Novak was publicly criticised for the way she appeared at the Oscars ceremony.
- 16. weareneo.com #NOMAKEUPSELFIE • Those who felt the criticism was unfair spoke out, with US novelist Laura Lippman posting a picture of herself without makeup in solidarity. • A trend is started in her network, and it becomes a minor news story
- 17. weareneo.com #NOMAKEUPSELFIE From metro blog • UK student Fiona Cunningham sets up a Facebook page: Official No Make-up Selfie For Cancer Awareness • It asked women to share their pictures and nominate others to do so. • The page went on to attract over quarter of a million ‘likes’
- 18. weareneo.com #NOMAKEUPSELFIE • But as the trend started to grow, some appealed for money as well as, or instead of, the selfie.
- 19. weareneo.com #NOMAKEUPSELFIE • But as the trend started to grow, some appealed for money as well as, or instead of, the selfie.
- 20. weareneo.com #NOMAKEUPSELFIE • But as the trend started to grow, some appealed for money as well as, or instead of, the selfie.
- 21. weareneo.com #NOMAKEUPSELFIE • But as the trend started to grow, some appealed for money as well as, or instead of, the selfie.
- 22. weareneo.com #NOMAKEUPSELFIE • Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up. • Over £8million was raised for Cancer Research UK • But over 200 charities benefited to some degree • The trend reached as far as Australia where tens of thousands of dollars were raised. • The explosive phase of the ‘campaign’ lasted just a couple of weeks • Around £18K was pledged to UNICEF after a mix-up with text giving • WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR.
- 23. weareneo.com #NOMAKEUPSELFIE Oscars gossip Backlash Adopted for cancer awareness Viral charity fundraising campaign Cancer Research UK get involved Donation ask added
- 25. weareneo.com #ICEBUCKETCHALLENGE • From 2013, ‘cold water challenges’ were being made in North America • In July, professional US golfers started an ‘ice bucket challenge’, with Charles Kennedy suggesting a donation to ALS. • He chose to donate to ALS because his wife’s cousin had the condition • The nominations spread, with celebrity involvement providing the trigger for mass appeal. • ALS Association has reported receiving $115 million since the end of July • MND Association in the UK has received over £7million
- 26. weareneo.com #ICEBUCKETCHALLENGE • UK charity Macmillan Cancer has also raised over £3million, having spotted the opportunity early on • They were accused of hijacking the campaign, which should have ‘rightfully’ benefited the equivalent charity in the UK (MND).
- 27. weareneo.com #ICEBUCKETCHALLENGE • ALSA apply to US Patents and Trademarks Office to protect use of the Ice Bucket Challenge for their fundraisers…
- 28. weareneo.com #ICEBUCKETCHALLENGE • … and then withdraw attempt after two days of being ridiculed
- 30. weareneo.com #MENTALPATIENT • User-generated backlash against stigmatising branding of Halloween outfits • Forced major UK retailers into embarrassing apologies and withdrawal from sale • Generated powerful chain reaction of ‘coming out’ stories on Twitter which may have lasting impact on stigma in UK ! ! ! ! ! ! ! !! ! !
- 31. weareneo.com #MENTALPATIENT • Major UK retailers ASDA and Tesco put Halloween costumes for sale marketing them as ‘mental patient’ and ‘psycho ward’ outfits ! • Users of social media start to make ! noise about it ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! !
- 32. weareneo.com #MENTALPATIENT • Mental health campaign charities are alerted to the issue • The supermarkets quickly realise their mistake and withdraw the outfits from sale, promising donations to the charities • This is widely welcomed, but there’s some backlash from those who feel it is ‘political correctness’ to complain ! ! ! ! !! ! !
- 33. weareneo.com #MENTALPATIENT • One Twitter user decides to post a picture of herself with the hashtag #mentalpatient ! ! ! ! ! ! ! ! ! !
- 34. weareneo.com #MENTALPATIENT • It catches on… ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! !
- 35. weareneo.com #MENTALPATIENT • The campaigning charities add their own take - this simple mock advert from Rethink got the highest number of likes on Facebook they had ever recorded. ! ! ! ! ! ! ! ! ! !
- 36. weareneo.com #MENTALPATIENT Retail blunder Twitter backlash #mentalpatient selfies Viral campaign Mental health charities involved
- 37. weareneo.com WHAT CAN WE LEARN?
- 38. People want to be part of the story Image © flickr user: John Ragai weareneo.com
- 39. People may want *their own story* (and often their face`) to be part of the bigger story People want to be part of the story Image © flickr user: John Ragai weareneo.com
- 40. ‘ The genius is in the crowd’ Image © flickr user: Scott S weareneo.com
- 41. “What we at Rethink Mental Illness are doing on social media is holding a conversation. “We’re chatting with some of the most highly-qualified people in the whole of the mental health world – our ‘experts by experience’.” - Chris Cox, Digital Manager, Rethink Mental Illness (now at Mind UK) ‘ The genius is in the crowd’ Image © flickr user: Scott S weareneo.com
- 42. The moment of truth might not be in office hours Image © flickr user: Sune Askjaer weareneo.com
- 43. “Late on Tuesday evening, momentum was growing and people were starting to ask whether the campaign was ours. We tweeted to explain that it wasn’t, but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website. “If we didn’t have an out of hours system in place, we wouldn’t have been able to see this coming and respond as quickly as we did.” - Aaron Eccles, Senior Social Media Manager, Cancer Research UK The moment of truth might not be in office hours Image © flickr user: Sune Askjaer weareneo.com
- 44. Adventurousness required Image © flickr user: Erik Charlton weareneo.com
- 45. “From a charity point of view, you have to act fast to take advantage of a campaign like this. “[It] requires a culture of experimentation and adventure, where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management... “Everything hinges on an adventurous culture” - Matt Collins, Charity Chap. Adventurousness required Image © flickr user: Erik Charlton weareneo.com
- 46. The role of organisations Image © flickr user: Chad Cooper weareneo.com
- 47. The role of organisations 1. Responsive Image © flickr user: Chad Cooper weareneo.com
- 48. The role of organisations 1. Responsive 2. Trusted Image © flickr user: Chad Cooper weareneo.com
- 49. The role of organisations 1. Responsive 2. Trusted 3. A partner, not an owner Image © flickr user: Chad Cooper weareneo.com
- 50. weareneo.com THE REAL SOCIAL MEDIA?
- 51. weareneo.com #PiINTEREST - AMI MUSA’S STORY - UNICEF
- 52. weareneo.com YOUTUBE - MOST SHOCKING SECOND A DAY VIDEO - SAVE THE CHILDREN UK
- 53. weareneo.com STILL THE CONVENTIONAL CAMPAIGN MODEL Message Content Activation Brand Public
- 54. weareneo.com NEW ‘CAMPAIGN’ MODEL Message Content Activation
- 55. weareneo.com Brand Public Message Content Activation
- 56. weareneo.com COLLABORATING CREATES A DIFFERENT KIND OF CONNECTION Message Content Activation
- 57. weareneo.com AND FOR DEVELOPMENT?
- 58. “The future is already here - it’s just not very evenly distributed.” - William Gibson Image © flickr user: khovatrond weareneo.com
- 59. “Late on Tuesday evening, momentum was growing and people were starting to ask whether the campaign was ours. We tweeted to explain that it wasn’t, but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website. “If we didn’t have an out of hours system in place, we wouldn’t have been able to see this coming and respond as quickly as we did.” - Aaron Eccles, Senior Social Media Manager, Cancer Research UK The moment of truth might not be in office hours Image © flickr user: Michael Fleshman weareneo.com
- 60. weareneo.com
- 63. weareneo.com #wakeupcall • UNICEF launched this yesterday with celebrities • Idea: post a picture of yourself when you’ve just woken up, donate to Syria appeal and nominate others • Variation on the #nomakeupselfie • Will it be the next big viral campaign?
- 64. “Charity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public. “They can just happen, brought into existence by the audiences themselves in an amazingly exciting way.” - Chris Cox, Mind UK Over to you Image © flickr user: Adam Wilson weareneo.com
- 65. +44 (0)1273 600 500 talk@weareneo.com Neo, 8 Beaconsfield Studios, 25 Ditchling Rise, Brighton. BN1 4QL United Kingdom weareneo.com
- 66. weareneo.com PICTURE CREDITS: Creative commons licensed: ! Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) ! Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 2.0 Generic (CC BY 2.0) ! Selfie contraption picture by Flickr user John Ragai reproduced Attribution 2.0 Generic (CC BY 2.0) ! Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 2.0 Generic (CC BY 2.0) ! Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 2.0 Generic (CC BY 2.0) ! Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 2.0 Generic (CC BY 2.0) ! William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0) ! #BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0) ! Thank you! ! ! !