Unicef Sweden Spring Campaign Plans Book

7/27/2019 Unicef Sweden Spring Campaign Plans Book

1/35


2/35

2


3/35

3

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.


4/35

4

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.


5/35

5

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


6/35

6

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


7/35

7

Sample Letter to the Principal


8/35

8

Sample Letter to the Teachers


9/35

9

Sample Letter to the Parents


10/35

10

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


11/35

11

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


12/35

12

Sample Poster 1


13/35

13

Sample Poster 2


14/35

14

Sample Poster 3


15/35

15

Sample Poster 4


16/35

16

Sample Poster 5


17/35

17

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


18/35

18

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


19/35

19

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


20/35

20

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


21/35

21

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


22/35

22

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


23/35

23

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


24/35

24


25/35

25


26/35

26


27/35

27

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


28/35

28

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


29/35

29

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.


30/35

30

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


31/35

31

Example Tweets


32/35

32

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.


33/35

33

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.


34/35

34

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.


35/35

Documents

Unicef Sweden Spring Campaign Plans Book