WELA WORKS

Response to the brief for Cannes Young Media Lions Competition

Oyinlola Ayo-Oniye & Molade Orioye

OUTLINE
THE BRIEF CAMPAIGN OBJECTIVES TARGET GROUP PROFILE TARGET GROUP MEDIA HABITS THE BIG IDEA MEDIA STRATEGY MEDIA IMPLEMENTATION EXPECTED RESULTS

Oyinlola Ayo-Oniye & Molade Orioye

ABOUT WELA

WOMEN EMPOWERMENT

LEGAL AID

ANTI DOMESTIC VIOLENCE

VOCATIONAL TRAINING

WELA promotes women empowerment and helps bridge the gap of gender inequality.

WELA supports women and children through provision of legal services.

WELA creates awareness for women suffering from societal abuse.

WELA provides vocational training for women.

The Brief: Create a media campaign to demonstrate the importance of regular donation to WELA.
Oyinlola Ayo-Oniye & Molade Orioye

CAMPAIGN OBJECTIVES
Business Objective
To raise N200,000,000 (Two hundred million naira) over a period of 12 months.

Marketing Objective
To convince three core group of potential donors (Government officials, corporate executives, and High Net-worth Individuals) about the importance of regular donations to WELA.

Communication Objective
To create awareness for WELA and her mission and engage core target groups with a compelling media campaign.

Media Objective
To reach 60% of target group at least 4 times in a week.

Oyinlola Ayo-Oniye & Molade Orioye

TARGET GROUP PROFILE

TARGET GROUP DEMOGRAPHICS

PSYCHOGRAPHICS
I respect the opinions of successful people just like me

Government Officials
Corporate Leaders High Net-worth Individuals
Data came from our dip stick research on the TG

I travel regularly for work and pleasure.

AB SE, 40 65, Male/Female, reside in major economic centres

I am more focused on results than emotional decisions. My job is an important part of my identity. I buy what I want regardless of cost.

Oyinlola Ayo-Oniye & Molade Orioye

TARGET GROUP MEDIA HABITS

A DAY IN THE LIFE
Morning
Morning: They are online on their mobile phones or tablets and also consume OOH on their way to work. They also read newspapers when they get to work. Afternoon: They use their mobile phones occasionally to stay In touch with family and to carry out daily business activities. They also watch news on cable channels such as CNN and BBC. Evening/Night: They use their mobile phones while consuming OOH on their way home and spend a few hours watching news.

Night

Connection Point

Noon

MEDIA USE
Evening
TV, Press, Billboard, and Digital/Mobile
Oyinlola Ayo-Oniye & Molade Orioye

THE BIG IDEA

The big idea is to use influencers such as government, corporate and high net individuals to showcase the result of the activities of WELA WORKS with a view towards convincing the result-oriented TG about the effectiveness of the organization so that the TG may donate regularly to the cause.
Babatunde Raji Fashola Aloma Maryam Mukhtar

Government

Influencers

Corporate

Fola Adeola Pat Utomi

Aliko Dangote Folorunsho Alakija

WELA WORKS
WELA Results

HNI

Potential WELA results o Percentage of formerly abused women now in safe homes through WELA activities. o Reduction in premature marriages and anti social abuse through WELAs initiatives. o Increase in the number of independent women who can fend for themselves and their children with WELAs help.

Oyinlola Ayo-Oniye & Molade Orioye

MEDIA STRATEGY
The strategy behind the WELA WORKS campaign is to use influencers to create awareness and also engage the Target Audience about the need to support WELA and assist them in achieving their goals.

Awareness

Awareness

Engagement

We would create awareness by using billboards and press to reach them in places where they usually commune.

WELA WORKS

Engagement

We would drive engagement using social media and other forms of digital platforms.

Oyinlola Ayo-Oniye & Molade Orioye

MEDIA IMPLEMENTATION
AWARENESS
Press
o In-flight magazines across different airlines also drive awareness
Journals, Publications in Top Rated dailies like Punch & Guardian newspapers to create awareness o

ENGAGEMENT
International News
o
We would reach our TG by using influencers to speak on the activities of WELA on CNN AfricanVoices, BBC etc.
o

Billboard (Airport)
We would use images of influencers on billboards and LED screens within airport environments and other commercial locations.

Digital/Mobile
The use of social media like Twitter and Google Hangouts (monthly) to drive engagement between influencers(WELA) and TG WELA App on Android and iOS platforms where activities of WELA can be accessed, interactions between WELA and TG and donations can be made. A YouTube channel to show the activities like vocational trainings, fund raising, women empowerment programs and parades etc.

Oyinlola Ayo-Oniye & Molade Orioye

FLIGHTING PATTERN
Q1 Q2 Q3 Q4

International News (TV)

Twitter Airport signage In-flight Magazine Google Hangout National Dailies

X
X X X X X X X X X

X
X X X X

X marks the period in which campaign on different media types is active

Oyinlola Ayo-Oniye & Molade Orioye

EXPECTED RESULTS
AWARENESS
Increased awareness of WELA activities and the results.

ENGAGEMENT
We expect regular interactions among WELA, influencers and the target audience through the WELA android and IOS app and other digital platforms.

IMAGE
We expect this campaign to boost the image of the brand and place it as one of the premier NGO in the movement for Women Empowerment.

DONATIONS
We expect 100 new donations of N250,000 and above on a monthly bases via the WELA App and other traditional means.

Oyinlola Ayo-Oniye & Molade Orioye

THANK YOU FOR YOUR TIME