Unicef Sweden Spring Campaign Plans Book
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Transcript of Unicef Sweden Spring Campaign Plans Book
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EXECUTIVE SUMMARY
The challenge of the UNICEF spring campaign was to create an overall
message that could be adapted to all channels and partners for the future. With
this in mind, three main objectives were recognized:
Increase the number of viewers that tune into the Humor Gala Sell more UNICEF pins Increase the number of World Parents
Using a multi-faceted approach, two separate ideas were developed to
meet these objectives. The first idea is based upon the universal emotion of
laughter and aims to increase viewership of the Humor Gala. This part of the
campaign will utilize the current partners of UNICEF. The second idea creates a
new partnership with Pandora Jewelry and aims to exceed sales of the previous
UNICEF pin. Awareness and initiative created by both campaigns will
consequently meet the third objective of gaining more World Parents.
The first campaign, Ripple Effect of Laughter, focuses on children in
compulsory schools between the ages of 7 10. (Compulsory schooling entailschildren who are required to attend school in which the education is provided
free of charge.) Two contests will run within these schools to involve the
children, their parents, friends and ultimately the communities.
The first contest is a drawing competition involving the 21 counties and
their respective school districts. Children will be prompted by the question and
campaign theme, What makes you laugh?. Drawings will be chosen from each
grade level by appointed judges to produce preliminary winners. Finalists from
each school will then be displayed under their county for online voting, until
there is one winner in each county. Online and social media tactics will be
utilized to engage parents and family members to vote for their childrens
drawings. Online voting tallies will be kept hidden to spark interest for the
announcement of each winner on the Humor Gala. The winning images will be
put on gift boxes and sold at the current partnerships of UNICEF Sweden.
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A video clip contest will run simultaneously, also involving children and
their parents. The winners of the video clip contest will also be showcased on
the Humor Gala to increase viewership. Video submissions will be voluntary and
be more of a family activity, whereas the drawing contest will be an
administered activity within the schools.
The second campaign involves a Pandora partnership with a new
concept based on the pin. Instead of generating revenue and awareness by
selling the original pin, the same abstract logo will be adapted for Pandora
charms. There is virtually no limitation of charm designs that can be created to
represent UNICEF. Designs can also be made to represent the five pillars that
UNICEF embodies. The partnership will be introduced around the time of
Mothers day, and will introduce the charms as great gifts for our target.
Creating a new partnership with a company like Pandora would result in UNICEF
gaining further promotion about what they do to help the world.
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Challenge Create an integrated campaign
incorporating the existing partnerships forfuture years
Promote and enhance viewership of theHumor Gala
Increase the number of World Parents Create a new product for UNICEF to sell Target the globally informed woman ages
35 to 64 and create further general
awareness
Insight The easiest way to reach the target market is
through their children because parents want to
make their children happy
Emotion transcends language Laughter is a universal emotion that is
contagious, easily felt, and can be
utilized to communicate
Strategy More people will watch the Humor
Gala and become World Parents as
awareness is generated though the
use of:
o New media tacticso Reaching the target through
her children
o Maintaining/creating new partnerships
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Recommendation I:THE RIPPLE EFFECT OF
LAUGHTER CAMPAIGN Educates students and their families to help other children in other countries Involves compulsory students ages 7 10 to participate in a drawing contest
at school prompted by the question, What Makes You Laugh?"
Drawing activity is administered at all schools during a designated class time Parents and teachers can prepare/inspire students to share and think about
what makes them laugh throughout the week and prior to the contest
Schools can opt to integrate a Laughter Week or UNICEF Week Winning drawings will be featured on UNICEF gift boxes to be sold at all
partnership locations and can be announced during the Humor Gala
Additionally, students and parents are encouraged to create a funny videoclip at home that will inspire others to laugh and vote on their clip
Top winners of the video contest can be merged into a video montage thatwill be premiered during the Humor Gala
A call to action - to become a World Parent, will appear during online voting,be sent home to parents, and will be present in other promotional channels
Information will also target and encourage teachers to view the Humor Galaand become a World Parent to support their students and other children
around the world
The Comprehensive Contest Package
A package should be sent to each compulsory school including thefollowing:
o A letter to the principalo Instructions for teacherso A letter for children to bring home including a UNICEF magneto Posters/flyers for the students and to promote the drawing and video
contests through out the school
o An envelope for teachers to send winning drawings back to UNICEFo Information on how to vote for the best drawing and video clip
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Sample Letter to the Principal
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Sample Letter to the Teachers
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Sample Letter to the Parents
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World Parent Magnet
Will be sent home with parent letters for laughter campaign Designed to be simple, yet serve as a reminder of the World Parents Provide the opportunity to be seen multiple times by all members of the
family
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Sample Gift Box
Alternate view:
Boxes will initially be sent in contest package as an example for students Boxes will ultimately be sold at UNICEFs partnering retail locations Boxes will create awareness for UNICEF with a logo and calls to action Revenue from the sales of the boxes will go back to UNICEF
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Sample Poster 1
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Sample Poster 2
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Sample Poster 3
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Sample Poster 4
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Sample Poster 5
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Other Elements of the Campaign
The Competition:
Schools can each select one winner for the drawing contest and video clipcontest to be sent to the county competition
Each of the 21 counties will have a winner chosen from the drawing contestand the video clip contest
The 21 county winners for the drawing and the video can be shown online World Parents, school children, friends and family, prospective UNICEF
donors, and anyone interested in participating can vote
Voting:
Voting is highly encouraged, and can be fun and interactive A landing page can be created to direct voters to the specific county
choice
After the vote is complete, a pop-up message will thanks them forparticipating, tell voters to become a World Parent, and see the winners onMay 1st during the Humor Gala
Digital & Social Media:
Through the use of the social media site Twitter, as well as the UNICEFwebsite, the message to vote will be encouraged
Parents, family members and friends will vote on the best box design,and/or video clip of their choice
Youtube will be used after the Humor Gala to showcase the winning videos
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Example Tweets
UNICEF will trend hash tags to get participation and votes to spread themessage
Parents can share the links to their childs gift box or video clip toencourage others to vote
Use facts about laughter as trends before the school competition phase, tocreate an awareness before the project appears
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YouTube
After the Humor Gala, YouTube will be a reinforcement tool Winning videos can be placed on UNICEF Laughter channel Shares, and likes can potentially lead to a viral video
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UNICEF Laughter Landing Page
Each school county is represented on the landing page Images from students of each county are rotated through Visually appealing design allows for easy navigation
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Sample UNICEF County Page
Once county is selected, users will be able to scroll through all submissions Right side of website will feature video clips submitted by children, friends,
and family of that county
Users will then be able to vote for their favorites in each category
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Sample Thank You Window
This window will provide a thank you to those who voted on their favoritevideo and drawing submissions
Users will also be able to sign up to be a World Parent on this window
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Television
Ads will begin to run in early Spring 2013, prior to the schoolsadministration of the drawing contest and leading up to May 1st
Story Board
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Recommendation 2:
PANDORA PARTNERSHIP
According to Greek mythology, Pandora was a woman who was createdby the Greek god Hephaestus. Pandora was sent to earth with a box and when
she opened it, all the evils of the world escaped. Only the virtues of hope and
opportunity remained. It is hope and opportunity that are the inspirations behind
PANDORA Jewelry design. Coincidently, hope and opportunity are two virtues
that the supporters of UNICEF seek to provide the underprivileged and
impoverished children of the world.
Situation Analysis Currently, UNICEF has partnered with theSwedish manufacturer Sporrong to createawareness through the distribution of pins.
Recommendation To create further awareness for UNICEF we recommend changing the
previously marketed pin concept into a bracelet, sponsored by the well-known Pandora brand
Research Pandora is constantly adapting and designing new beads and charms to
support non-profit organizations. One of their most successfulpartnerships was with Susan G. Komen for the Cure, in which a portion(around 5%) of proceeds from sales of the related charms was donatedto the non-profit. In addition to this percentage, Pandora also donated 1million US dollars
Details of Passed Partnership:http://ww5.komen.org/Partners/PandoraJewelry.aspx
History with UNICEF Pandoras Denmark Collection 2010 offered a charm and bracelet that
supported a group of organizations, including UNICEF, with theirendeavor in aiding Haiti relief efforts
Pandora charms were also sold to support a partnership with Hong KongUNICEFs young angel plan
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Advantages of Pandora/UNICEF Partnership Adapt positive brand associations of Pandora Many Pandora locations already exist within Sweden Many people already own Pandora Bracelets Utilizes existing fashion trend to promote UNICEF Beads & charms can be separately purchased/easily added to bracelets
that have already been purchased
Unlimited possibilities for design of beads and charms
The Bracelet
This is an example of the band that can bepurchased at Pandora retailers, althoughthere are many different bands that can bepurchased, which accommodates several
different price ranges
Recommended Designs
Gem Bead (shown left) features Support UNICEF Pandora on interior Murano Bead (shown right) can be designed in many colors and styles,
possibly even engraved as a special bead given exclusively to WorldParents
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Basic Charm Design
Based on the abstract UNICEF symbol previously used for pin designs Charms can feature and hang from a clip in order to attach to the
bracelet without sliding around
This clip can be styled in several different ways, with either a basicdesign or a UNICEF themed design.
Charm Sets: mother/daughter set resembling UNICEF logo
Charms Related to Five Pillars of UNICEF
Can either be custom designed or adapted from existing bead designs.
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Social Media Strategy
Advertising will mostly concentrate on a social media strategy, which will
consist of viral ability, entertainment value, and make our target think and want
to act. It will establish a relationship between following trends online andfollowing trends in the real world. It will create an awareness of UNICEF and
promote the Humor Gala, as well as promote their Pandora bracelets.
Situation Analysis Currently, UNICEF Sweden maintains a
presence on Twitter: @unicefsverige
There is an unaffiliated Pandora JewelryTwitter account: @officialpandora
Swedish celebrities actively use Twitter topromote the Humor Gala and ultimately gainawareness for UNICEF as well
Recommendation Create trend and awareness of UNICEF, promote Pandora bracelets and
Humor Gala to increase donations/World Parents
Measureable goal: Increase amount of followers by at least 20%. Meet pre-set sales objectives for Pandora bracelet
Tweets (Based upon 140 character limit)
Use combination of hashtags and links in factual tweets about real lifesituations, incorporating #inreallife hashtag as much as possible in orderto create a regional trend
Juxtapose real life concept with Pandora bracelets by tweeting picturesand encouraging people to trend #inreallife and not just on Twitter bypurchasing bracelets
Hashtags:
#fact#inreallife#trendinreallife#Itrendinreallife#supportUNICEFSweden
#savelives#tweetfortv4#itsthesmallthingsthatcount#donate
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Example Tweets
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Print Campaign Tactics
Various print ads with different images of Pandora bracelet, charms, and beadscan use a relatable trendy female image
Use copy that will encourage target audience to become part of the UNICEFtrend in real life by purchasing and wearing bracelets compel them to follow
more than just a virtual trend Create partnerships with businesses/cities to display and hang #inreallife
advertisements publically, in unusual places where ironic, #inreallife statementsare relevant, on public transportation, public bathrooms, high traffic areas, etc.
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Projections
Ripple Effect of Laughter Campaign
Revenue Projections for this part of the campaign are as follows:
Pandora Partnership
Revenue projections for the Pandora Partnership are estimated in the following figure.
The fact that Pandora has a history of making additional donations to their non-profitpartners has not been factored into the figures.
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Summation
The Spring 2013 campaign is comprised of two ideas:
The Ripple Effect of Laughter Campaign The Pandora Partnership
By taking a multi-faceted approach, this two-part spring campaign overcomesall aforementioned challenges and meets all said objectives. Although the ideas areseparate, implementing these recommendations simultaneously will create nationwideawareness as well as generate revenue in the form of donations and sales proceeds.The Ripple Effect of Laughter Campaign as well as the Pandora Partnership are bothstructured to fall within the Spring 2013 season in coordination with Mothers Day aswell as the Humor Gala.
The Ripple Effect of Laughter Campaign recognizes the power of laugher as acontagious and universal emotion. The campaign uses laughter as an equalizer and acommon bond among children, parents, communities, and the children that UNICEFserves. The concept of laughter will be used as an essential promotional ingredient tocapture interest and spread knowledge, while the aspects of competition and schoolinvolvement will ensure an active and engaged audience.
The Pandora Partnership recognizes an existing fashion trend among thiscampaigns target and suggests an opportunity to adapt the previous UNICEF pinconcept. Pandora supports and partners with a variety of non-profit organizations,proving that this partnership is possible and can wind up becoming very successful.
Finally, although both recommendations have been strategized to run during thespring, each has also been made to produce long-term awareness and results. TheRipple Effect of Laughter Campaign and the Pandora Partnership ultimately hope toestablish and secure UNICEFs presence in the minds of the target and others acrossSweden long after the Humor Gala on May 1st, 2013.
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