INTEGRTED SOCIAL MEDIA CAMPAIGNS FROM THE BOTTOM DRAW There are some campaigns that never see the light of day, and, as is usually the case, they are often your favorite ideas. Here are six of mine. A case study for the work of Ravi Prasad.

A DIGITAL COMMUNITY FOR IBIS CARE, AN AGED RESIDENTIAL CARE PROVIDER. The brief: to create a digital community for Ibis Care. We called our approach ‘The Wisdom of the Elders’ inspired by Andrew Zuckerman’s book. The objective was to allow friends, family members and the broader community to connect and engage in a meaningful way with residents of Ibis Care facilities. Ibis Care residents formed a panel of ‘elders’ who would answer the communities request for information, advice or perspective on a range of issues. This created purpose for the residents, allowing them to share their experience and participate in the community. It also served as a digital marketing exercise, promoting the Ibis Care brand and communicating its ‘thought leadership’ and progressive approach. The design for this work was done by the very talented Rom Zamora. It should be noted, that the client ultimately declined to proceed with this work. Two sample landing pages follow.

DIGITAL COMMUNITY CONCEPTS FOR DAIRY FARMERS Focussing on their youth brand, Moove, the brief was to produce a series of tactical promotional activities that worked, over time and in conjunction with each other, to build a digital community around the brand. The challenge was to find ideas relevant to the market, that were fun, engaging and communicable through social media. This campaign was to be supported by off-line promotions and supported on line with SMO (Social Media Optimisation). I did the digital strategy and my own design direction and copywriting for this project.

A DIGITAL COMMUNITY CONCEPT AND BRAND CONCEPT FOR KIMBERLY CLARK AUSTRALIA. You may have now seen concepts very much like this before. But this was the first time it was proposed – in early 2006. It was developed and pitched years before similar concepts for other brands made it into production. Focussing on their Kleenex brand, the brief was to produce a digital community concept that could work as a brand campaign concept – as well as supporting an integrated on and off-line promotion. Again, I did the digital strategy, concept and my own design direction and copywriting for this project. I still think this is a very sweet little idea.

A DIGITAL COMMUNITY CONCEPT AND BRAND CONCEPT FOR FRUCOR. For their H2GO brand, the brief was to build a digital community for the brand. This was pitched, but the client could not fund the development. I think it’s a shame because this is a very naturally resonant idea. It would have worked really well, and worked for a very long period of time. I plan to try to sell this to another client in the future. Again, I did the digital strategy, concept and my own design direction and copywriting for this project.

A DIGITAL COMMUNITY CONCEPT AND BRAND PROMOTION FOR KIMBERLY CLARK AUSTRALIA. For their Huggies brand – Huggies already has a successful on-line community featuring a number of ‘clubs’ with forums built around the brand. My brief was to extend one of these clubs into a highly focussed activity to produce content that could be extended into the off-line environment in order to bring their off-line and on-line activities into closer alignment. The idea was to vote, on line, for the best parenting tips. Then, compile those tips as a specific community page (or micro site) and then publish them as a book to be given away as a brand promotion or sold through book stores or on-line. Again, I did the digital strategy, concept and my own design direction and copywriting for this project.

A DIGITAL COMMUNITY CONCEPT FOR FRUCOR. This was developed for a pitch for V. Targeting a ‘Gen Y’ market, this the brief was to build a digital community for the brand. I have no idea why this did not win the business. Again, I plan to try to sell this to another client at some future point. And again, I did the digital strategy, concept and my own design direction and copywriting for this project.

END. THANK YOU.

For more information contact Ravi Prasad

Email: myintuition@yahoo.com

Twitter: @myintuition

Australian mobile: 0414 235 325