Terre Des Hommes Project

INDIFESA CAMPAIGN 2014Theme: Adolescent mother in Bangladesh

OUTLINE

1. Goals

2. Target and Persona

3. Guerilla Marketing

4. Video script for Indifesa campaign

5. Online Strategy

6. Social Media Campaign

7. Online – Offline Strategy

8. Budget and Conclusion

in support of children and

adolescent mothers in BangladeshImprove brand awareness of Terre des Hommes Italia on Social Network

GoalsReach 400.000 € with fundraising campaign

Improve conversion rate through TdH Italia website (web donations)

Link relevant targeted opinion leaders to TdH

Create buzz on social relevant topics

63%

WHAT ITALIAN DO ONLINE

(We Are Social – Source: US Census Bureau. ITU.Facebook 2014) (Source: Istat Report - 2013)

82% 20%41%

INTERNET DIFFERENCE BY DEMOGRAPHICS

• 51% are 35-54 years old• 27% north-west• 51% have a diploma

57% 43%

ALICE 45 years oldLives in Turin

Middle –high income

Married with children

Organic food and fair trade

product small business

LOVES travelling, animals, nature

Active member of a voluntary association

3 hours online per day

Uses FacebookTwitter, Instagram

Writes blog and posts in forums

Reads everyday online newspaperrepubblica.it, corriere.it, lastampa.it

Culturally astute

Our Persona

(Levinson, 1984)• focuses on low-cost marketing• Relies on heavily on unconventional strategy, high energy and

imagination, surprise and social buzz

(Levinson, 1984)• focuses on low-cost marketing• Relies on heavily on unconventional strategy, high energy and

imagination, surprise and social buzz

• SURPRISE• Mystery

• Social BUZZ

WHY?

WHO? TdH volunteers

WHAT?

Paper hangers with the shape of objects that TdH will donate and with meaningful sentences on them

HOW? www.makeithappen.com

WHERE?Main cities in Italy ( Turin, Rome, Milan,… )

September

WHEN?

MAKE IT HAPPENVideo for INDIFESA Campaign 2014

Video Overview

Characters

Adolescent Mother15 years oldmarried and pregnantBangladesh

Adult Mother25 years oldHave one daughter

Video Length : 2 mins to 2.5 minsc

Video Structure : Part 1 – Story of two womenPart 2 – Terre des Hommes action

Filming places : in Italy, rural area

Other characters to support the whole video

IT’S NOT WHAT WE SAY OR THINK

THAT DEFINES US

IT’S WHAT WE DO

THE CLOCK TICKS TICKS TICKS

AND TURNS TO 4 O’CLOCK IN THE MORNING

WEAK LIGHT IS TURNED ON

ADOLESCENT MOTHER

WAKES UP TO THE

WEAK LIGHT WITH

TIRING EYES

ADULT MOTHER

IS STILL SLEEPING WITH

A SMILE ON HER FACE

CLOCK TURNS

TO 8 O’CLOCK

ADOLESCENT MOTHER IS WORKING HARD (CARRYING WOODS )

ADULT MOTHER IS PREPARING BREAKFAST FOR HER DAUGHTER

CLOCK TURNS TO 2 PM

The adolescent mother’s husband tears all of her books and hits her

She cannot defense herself

Adult mother defenses her ideas in a conflict at school/ work

AND SHE WINS

It’s now very late at night….

Adolescent mother finally

comes home

She’s touching her baby inside

Adult mother is playing with

her child under the light

Screen is splited into two frames

Two mothers are untying their hair before going to bedThe left mother is looking towards the bright room on the right

Two women with two different experessions on their faces do the same action reveal that they are just one person

AND PUT THE HAIRTIE ON THE TABLEThe connection between two women is clearer

through their same hairtie and action

Dramatic Pause

WE GIVE HER OPPORTUNITY

ON A BRIGHT LIFE

YOU MAKE IT HAPPEN

Campaign

YouTubeFacebook Twitter Page

Your children can play a part

Share with your colleagues

AND THE WHOLE FAMILY

1.8K SHARES

RETWEETS

THE EFFECT OF ONE SINGLE CLICK

2.8K

[Counting number]

THE CLOCK QUICKLY TURNS TO 4 O’CLOCK IN THE MORNING

Logo Terres Des Homes

The light is turned on again

She opens the door and

Terres Hommes is there

to give her books and

facilities to go to school

Now she has book to

start her dream

CLOCK TURNS

TO 8 O’CLOCK

She is going to school

ONE STEP TO FUTURE

She makes her final step to the school And that step turns her into the happy woman (adult mother)

So the two women are revealed the same two times in the middle of video and the in last scene

Now she is taking her child to school

Terre Des Hommes

#indifesa

Dramatic Pause

IN DEFENSE OF ADOLESCENT

MOTHER

• Sender: Adolescent mother

• Receiver: Terre des Hommes

• Subject: Terre des Hommes

• Object: Adolescent mother’s independence

• Opponement: economical and cultural conditions

• Helper: people/donators

• Manipulation: The 2 stories

• Competence: People action moment

• Performance: Terre des Hommes gives her a book and brings her to school

• Sanction: the final scene from child to happy adult bringing her child to school

Narrative Scheme

ONLINE STRATEGY

Keywords analysisINDIFESA

Keywords analysisNO PROFIT

Digital PR: Influencers segmentationGiovanna MelandriCon Humanfoundation per l'innovazione sociale.Con il Maxxi per una piattaforma della creativita'contemporanea che generi ricchezza civile, spirituale,economica.

La 27OraLa 27ORA è un blog al femminile: racconta le storie e le idee di chi insegue un equilibrio tra lavoro (che sia in ufficio o in casa), famiglia, se stesse.

Microsoft ImpresaTwitter ufficiale @MicrosoftItalia dedicato alle imprese. Uno spazio in cui soddisfare le esigenze degli imprenditori italiani #digitalipercrescere.

NO Profits

Blog Street News

Digital PR: Influencers segmentation

MommyBloggers

Serena SabellaBlogger/Social Media lover/Journalist. Io sto al web come lo shopping sta a Becky Bloomwood. Sono (anche) su @DonnaMorderna e gestisco l’account di @DMBambino

Linda CantùMamma di tre, blogger, web writer (e addicted)

Sara SalvaraniAppassionata di comunicazione, web, organizzazione, creatività, ecologia e sicurezza, cerco di conciliare tutte le mie passioni in un unico mestiere.

Silvia Sacchetti'Le persone perfette non combattono non mentono non commettono errori non esistono' #mammaimperfetta #socialmedia #comunicazione @running4mommies

Francesca SanzoBlogger con http://panzallaria.com Vivo a #Bologna. Mi occupo di #culturadigitale e educazione al digitale. Social Media Strategist.

MamaFeliceVivo per essere felice, perché ho già testato in passato una vita di merda. Nel frattempo faccio la blogger di professione. E bevo gin lemon senza far fatica.

Digital PR: Influencers segmentation

Claudio GagliardiniWeb Marketing e comunicazione online per aziende, organizzazioni e professionisti, sono un esperto di Social Media Marketing. http://www.claudiogagliardini.itSimona Melani

Instagramers Italia

Luca ContiChief Int. Biz. Dev. @Simplicissimus | Aut. @Hoepli_1870 | Blogger-journo | Traveler | Eng @lucaconti

Simona MelaniIl vero lusso è essere se stessi - #SicilianGirl, #DigitalStrategist, blogger, author of #SocialMediaFashion http://40k.it/social-media-fashion

Paola Boninimilan-based journalist, new media consultant, addicted to arts, tea-drinking, taking photographs, wandering and wondering.

PotentialAmbassadors

Digital PR: Influencers segmentation

Female emancipation

{ NORDEST }{ MILANO }

Newsletter: track your donation

• Conversion • Engagement• Reach• Popularity• Share of voice• Amplification• Conversation• Bounce • OR• CTR• SEO improvements• Counting metrics

Flickr I thelightgatherer

WHAT TO MEASURE

SOCIAL MEDIACAMPAIGN

STRATEGY SCHEME• ANALYSIS: search engine positioning and keywords analysis, competitors

benchmark, mapping conversational places and influencers identification,

audience analysis, social media conversations listening

• VALUE PROPOSITION: transparency and participation

• SET SHORT-TERM OBJECTIVES for each social channel used

• SET TEAM ASSIGNMENT

• ACTIONS: content, SEO, Digital PR

• DISTRIBUTION: mixing paid, owned and earned media

• FINE TUNING: analytics and KPI

STRATEGY SCHEME

Flickr I Daren Rogers

• FRIENDLY, RELEVANT AND OPTIMISTIC VOICE ON SOCIAL MEDIA PAGES

• CHARACTER/PERSONA: INSPIRING AND OPTIMISTIC

• TONE: PERSONAL, HONEST, WARM

• LANGUAGE: SIMPLE

• PURPOSE: ENGAGE, INFORM AND CALL PEOPLE TO ACTION

EDITORIAL CALENDAR

5 POSTS/DAY

1 NEW VIDEO/WEEK

1 NEW POST/DAY

• CATEGORY

• KEYWORDS

• ARTICLE TYPE

• CONTENT FORMAT (AUDIO VIDEO, TEXT, IMAGE)

VIDEOS AND INTERVIEWS

ARTICLES

INFOGRAPHICS

RELEVANT LINKS AND ENGAGING CONTENTS

PROMOTE UPCOMING EVENTS

5 POSTS PER DAY

ENGAGE WITH THE INFLUENCERS

FOLLOWERS AND VOLUNTEERS TWEETS WITH HASHTAGS

#IAMTHENEXTONE BECAUSE ... AND #INDIFESA

RETWEET AND INTERACTIONS WITH THE INFLUENCERS

PICTURES LINKED WITH INSPIRING QUOTATIONS

• ACTIVITES OF OPERATORS IN BANGLADESH

“THE VOICE OF THE OPERATOR”• SHORT POSITIVE INTERVIEWS WITH BANGLADESH GIRLS

• SELFIES OF FOLLOWERS HOLDING A CARD WITH #INDIFESA• PICTURES WITH QUOTATIONS WITH THE LINK TO

THE CAMPAIGN

The Help Quote Mug by SharayahJennifer on Etsy

VOICE OF THE OPERATOR• FEEDBACK FROM VILLAGES AND SCHOOLS

• NEWS OF ONGOING ACTIVITIES

CALL TO ACTION

#IAMTHENEXTONE

#MAKEITHAPPEN

THROUGH SMS WITH THE LINK

TO THE LANDING PAGE

ONLINE - OFFLINE

PARTNERSHIP WITH

RESTAURANT AND LOUNGE BARS

DISPLAY OF A TOTEM OUTSIDE

THE PLACE

FOLLOW THE INSTRUCTIONS:

SHARE A CONTENT AND

CHECKIN

GET A DISCOUNT ON A DRINK OR A COFFEE FOR FREEE

Events - Lottery

Lottery for fundraising in collaboration with schools.

Collect private contact

Bring them to share TdH posts

Actions

Store contacts for future marketing operations

increase brand awareness

Goals

participate to a special event of fundraising with web-celebrities

Sensibilize their children to the problem

Rewards

Events – Charity party

Charity party with selected web-celebrities, peress, and the winners of previous event

Gallery with pictures or videos related to Bangladesh daily life of adolescent mothers.

ActionsStress the presence of celebrities to spread information about the campaign

Use press to describe TdH objectives and goals already achieved

Goals

Visibility for both celebrities and TdH

Use press to describe TdH objectives and goals already achieved

Rewards

Events – Aperitifs

Collaborate with cafès in selected cities and create

some mini-events for

charity

People who participate have

a discount on drinks if they share their

position with smartphones and a content related to TdH

via FB

Actions

Bring TdH target to share their

participation in order to spread

the message

Gain new leads directly on

casual or regular customers

Goals

Discount for customers

Visibility for owners

Rewards

Costs Details Sum (€)Video 1200€ filming+post editing, 3000€ set+actors 4200

Guerilla 1500€ for 1000 fliers + 250€ for distribution in each city

2500

Istagram and Twitter user generated contents and a partnership wit restourants and bar- no expense

0

Content for Facebook and blog

project content manager 3000€ + 500€ amatorial videos on the place and PP + 3000€ for 6 month of blog management

6500

Newsletter e-mail marketing manager x2 months 2000

Lottery volunteers+employee 1500€; stands material 4000€; Transportation 1000€; Fliers 500€

7000

Facebook ads avg 0,25€ x engagement. 2000€ x 2500 likes (31,25% of engagement)

5500

Digital PR Free 0

Temporary website Guerilla Marketing 1000

Mobile version 1500

Aperitif event 250€ for each totem (x4), 400€ for other materials, 500€ for transport. 100€ a day for promoters (3 café’s x 4 cities)

3100

Total 33 300€

Budget – 30.000€

GroupAzzurra Barausse

Chiara CilardoPhuong Ly Ly Nguyen

Federico OliveriClaudio Contini

THANK YOU!