Overview of the

Advertising Campaign

Strategy and Planning III

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Sample of Advertising

Campaign PPT

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The Client:

DUREX company going

to launch a new social

media campaign on

Twitter and Facebook to

generate awareness

about AIDS prevention

education in honour of

the 25th anniversary of

World AIDS Day.

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Company Background:

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Company Background:

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Market Analysis :

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Target Audience:

Primary Target Secondary Target

Age : Adult (21-45)

Life style: SociallyAge : Teenager (18-25)

Life style: Funny, Challenge,

Curiosity

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Competitor:

Strengths• Innovation

• Product features• Quality• More option

• Distribution channels• Pervasive in stores• Available in wide

variety of places• In touch with the

consumer• Brand Awareness &

Respect• ISO Award

Strengths• Innovation

• Product features• Quality• Thinnest in the

World• Distribution channels

• Pervasive in stores• Available in wide

variety of places• Brand Awareness &

Respect• ISO Award

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Competitor:

Weaknesses:

• Large efforts put on

promotion of sexual

health, which may

benefit competitors.

Weaknesses:

• Less option.

• Weak brand awareness

in worldwide.

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Campaign Objective :

“PERSUADE & EDUCATED”The global brand is using social media to encourage people to

share information about the virus via social media.

Educated in the need to protect themselves against HIV which represents an increased number of consumers.

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Campaign Message:

• This campaign, Durex has promised to donate one

condom for every user who tweets a message about HIV

and AIDS using the#1share1condom hashtag.

• The company will also donate one condom to global and

local charities that share Durex's mission of combating HIV-

transmission

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Campaign NEW SLOGAN:

“1share1condom”

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Campaign Tools:

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Campaign Media:

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Campaign Costing:

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Campaign Costing:

Choose your target

audience

Set your budget

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Campaign Costing:

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Media effect:

Advantage Disadvantage

Budget Friendly

Cost subject to result

Simple to establish

Ability to test a number of

ads

Quick way to generate

more likes and share

Facebook offer analytics

Targeted ads based on a

number of factors

No guarantee on clicks

Users find them annoying

Can come across as

spam

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Campaign sample Ads:

Website record

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Campaign sample Ads:

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Campaign sample Ads:

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Campaign sample Ads:

Final Assignment ( Part III)

– Schedule :

• What do you need from the creative team

• When do you need it

Here you can provide details on media, sizes, client

presentation requirements.

– Costing :

• Base on the media that you choose and work out the costing.

All the research need to present by PPT file.

Thank you & enjoy your research!!! @^v^@

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