Analyzing Advocacy Campaigns
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This document analyzes and summarizes key factors that contribute to successful public advocacy and brand campaigns. It investigates campaigns focused on various issues like the environment, health, and voting to identify common success factors such as using influencers, having relatable perspectives, leveraging pop culture, including a clear call to action, and playing on emotion. Specific campaigns, like those run by Greenpeace, truth, and Let's Move!, are analyzed in more depth. The document also examines mission-driven brand campaigns and identifies additional success factors such as being instantly recognizable and encouraging advocacy. Recommendations are provided for how Mozilla could improve its public perception and advocacy for internet issues.
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Analyzing Advocacy Campaigns
- 1. Analyzing Advocacy Campaigns Dominick A. Namis Internet Analyst Intern
- 2. Objectives • To understand what makes public advocacy campaigns successful • Develop recommendations to improve Mozilla’s public perception (brand equity) • Drive awareness of key Internet Issues • Educate people about threats to the Internet and introduce healthy internet behaviors 2
- 3. Method • Investigate and research public advocacy campaigns that drive brand equity and increase public awareness of various issues • Analyze successful campaigns and highlight key success factors 3
- 5. Issues • Environmental Greenpeace Keep America Beautiful • Healthy Eating Let’s Move! • Smoking truth • Voting Rock the Vote 5
- 7. Success Factors • Using influencers/celebrities to gain support from online communities • Having relatable perspectives • Leveraging pop culture • Including a call to action • Stating a clear enemy • Playing on emotion • Being race & gender diverse 7
- 8. Deep Dive 8 Influencers Social Media Compelling Story Relatable Pop Culture Call to Action Support from Online Community Existing Awareness Enemy Emotion Keep America Beautiful Yes No Yes Yes No Yes No Some No Yes Greenpeace No Yes Yes Yes Yes Yes Yes No Yes Yes truth Yes Yes Yes Yes Yes Yes Yes Some Yes Yes Let’s Move! Yes Yes Yes Yes Yes Yes Yes Yes No Yes Food Revolution Yes Yes Yes Yes Yes Yes Yes No No Yes Rock the Vote Yes Yes Yes Yes Yes Yes Yes Yes No Yes
- 9. truth Campaign • Focused on framing not smoking as positive • Visualized the effects of smoking • Encouraged rebellion and made it cool not to smoke • Primary audience: 12-17 year olds; Secondary: 18-24 year olds • Exposed negative marketing from tobacco companies 9
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- 12. Mission Driven Brands • AAA • American Red Cross • Children’s Miracle Network Hospitals • Doctors without Borders • TOMS • Wikipedia 12
- 14. Success Factors • Being instantly recognizable • Really focusing on their consumer’s habit and behaviors • Encouraging others to be a part of your mission • Having your biggest supporters advocate for you/tell their story 14
- 15. Deep Dive 15 Influencers Social Media Compelling Story Relatable Pop Culture Call to Action Support from Online Community Existing Awareness Enemy Emotion AAA No Yes Yes Yes Yes Yes No Yes No Yes American Red Cross Yes Yes Yes Yes No Yes Yes Yes No Yes Children’s Miracle Network Hospitals Yes Yes Yes Yes Yes Yes Yes Yes No Yes Doctors without Borders Yes Yes Yes Yes Yes Yes Yes No No Yes TOMS Yes Yes Yes Yes Yes Yes Yes Yes No Yes Wikipedia No Yes No No Yes Yes Yes Some No No
- 16. American Red Cross • Created a “surround sound” effect by showing how other people are contributing to the ARC • Had a variety of smaller campaigns focused on specific topics (holiday donations, give something that means something) • Created multi-channel campaigns that was a hybrid of direct response and branding to lift TOTAL response • Show people how their donations are spent/how they help other people 16
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- 18. Issues Recommendations • Get Conscious Choosers to model healthy internet behavior by highlighting the realities of today’s Internet and ways they can help. • Have people take a moment to reflect and become more aware of the consequences of not taking action • Speak in a different voice, with a different tone, and with a different perspective, to connect on a different level 18
- 19. Brand Recommendations • Get Conscious Choosers to understand that Mozilla empowers them online by showing examples of Mozilla’s work for an open & accessible Internet • Work along with influencers that have reach and relevance to ensure messaging reaches the right people meaningfully • Create clear visuals that touch people, show our existing efforts and tells our story 19
- 20. –Albert Einstein “We can’t solve problems by using the same kind of thinking we used when we created them.”