Make goods happy - Barnados
•Download as PPTX, PDF•
1 like•163 views
This document proposes a "Make Goods Happy" retail engagement campaign for Barnardo's. The campaign aims to transform how people view donating goods and to engage those listening through social media. It involves getting celebrity and MP endorsements, creating campaign videos and websites, PR outreach, and in-store print materials. The campaign will be evaluated based on social media engagement, website traffic and digital interactions, PR mentions, and potential awards.
More Related Content
What's hot
What's hot (12)
Viewers also liked
Similar to Make goods happy - Barnados
Similar to Make goods happy - Barnados (20)
Recently uploaded
Recently uploaded (20)
Make goods happy - Barnados
- 1. Barnardo’s retail engagement campaign proposal Presentation by Taiye Aro MCIM, BA
- 2. Campaign concept: ‘Make Goods Happy’ All goods must have a purpose Transform lives.
- 3. Call to action- changing what it means to donate Make Goods Happy. Transform Lives. Donate to Barnardo’s. #makegoodshappy
- 4. Campaign plan – engage those who are listening Campaign endorsement • Approach celebrities/MPs to support campaign by donating their unwanted items to Barnardo’s and sharing it on networks such as: #makegoodshappy
- 6. Encourage the others to follow suit #makegoodshappy
- 8. Comms activities: Campaign website Dedicated portal Web content • Video • Social media widget • Blogs/case studies • Barnardo’s store locator #makegoodshappy
- 9. Comms activities: PR and media • Advertorial • Press release #makegoodshappy
- 10. Comms activities: Print/internal awareness Barnardo’s stores • Posters • Leaflets e.g. school’s pack • Business cards Staff/volunteers • Intranet • Staff email • Staff newsletter articles #makegoodshappy
- 11. Campaign evaluation Social media • Use to curate public’s response and conversations. • Monitor Barnardo’s Facebook page likes and shares. • #makegoodshappy video likes/share. • Monitor changes in number of followers to social media channels during launch. Digital • Use analytical software such as Google analytics to measure web traffic. • Number of likes/shares to Barnardo’s micro-site. #makegoodshappy
- 12. Campaign evaluation cont. PR & Media • Mentions in publications/blogs. • Monitor enquiries from journalists. Awards • Institute of promotional marketing awards 2016 (Category: Not For Profit, Charities and Public Sector). • Marketing society awards (Category: Not-for-profit marketing). #makegoodshappy
Editor's Notes
- The campaign was inspired by the film Toy Story. The lead character ‘Woody’ became unhappy when a new toy (Buzz light year) was bought for his owner Andy. Woody felt neglected and abandoned because he no longer had a purpose - he was no longer a happy toy. Andy is now older in Toy Story 3 and doesn’t need his toys despite the positive feelings he had. However, he touches the life of another by donating his toys so she can have the same positive feelings he did and the toys reclaim their purpose.
- The ‘Make Goods Happy’ campaign has a simple aim, to encourage people to transform the lives of others by donating their ‘once cherished’ goods to Barnardo’s.
- Primarily a social campaign, uses key influencers within target demographic groups will help kick start this unique trend in donating unwanted items to Barnardo’s. Due to their influence on social media suggested figures include Russell Brand, Rita Ora, Piers Morgan, Stephen Fry, and One Direction.
- Ed Sheeran’s Twitter post gives a strong indication of the potential for the #makegoodshappy campaign. Read full complete article here - http://www.bbc.co.uk/news/uk-england-suffolk-26718523
- Here’s an examples of how people can share their own donations as part of campaign. People can use social media to gives their goods a back story. Other methods would be by creating vines.
- Create an in depth interview with a celebrity reminisce about a fond memory about an unwanted item but is happy to donate for others to benefit. series of photos of people and celebrities handing over clothing to Barnardo's stores (Obtain permission from Columbia to use "Happy" by Pharrell Williams as part of campaign)
- The use of advertorial would be budget dependant. Press release will work well providing there are good case studies to support it.
- An internal campaign will be important to inform staff of such campaign.