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LEMONADE

Bringing you fresh ideas

Account Lead: Isabella Cordelia


Research & Analytics Lead: Rae Woo
Creative Director: Kyra Coleen
Digital Strategist: Yasira Hannan
Content Strategist: Jennifer Lam
Feb 2019 - Jan 2020 campaign

yellow ribbon project


RESEARCH
survey method

female
68.1%
SAMPLE
internet survey male
15 - 60 31.9%
all races 22-35
36-45
10%
all genders 13.8%
above 46
16.2%

17-21
160 respondents 60%
RESEARCH
key findings

1
high awareness
level

88.1%
RESEARCH
key findings

engagement rate of top posts for


Facebook 2
Industrial & Services Co-Operative highest number of
Society - 2.8% following on all
platforms, but lowest
engagement rate on
The New Charis Mission - 3.5% Facebook

Yellow Ribbon Project - 0.29%


RESEARCH
key findings

top videos on YouTube

The New Charis Mission (Marvin Tham) -


2
844 views highest number of
following on all
platforms, but lowest
Yellow Ribbon Project - 59,601 views
engagement rate on
Facebook
RESEARCH
key findings

3
advocating
community

positive online
coverage
RESEARCH
past campaigns

1 2

video collage + photo panel interactive selfie booths


there is high awareness level but a lack of action
from the public in making effort to support and
reintegrate ex-offenders.

PROBLEM STATEMENT
TARGET AUDIENCE profile

working professionals young adults


(aged 25 to 40) (aged 15 to 24)

● Business people ● Students


● Executives ● Entry-level workers
● Managers

● Work-life balance ● Open minded


● Practical ● Receptive
● Busy ● Active social media users

CHANGE MAKERS WELCOMERS


TARGET AUDIENCE social media reach

working professionals young adults


(aged 25 to 40) (aged 15 to 25)
GOALS campaign objectives

1 2 3
rebuild the lives of secure 11,000
deepen brand affinity ex-offenders and their registrations for YRP run
families
SOCIAL MEDIA OBJECTIVES

Increase Facebook likes by 2000 and engagement rate (likes, shares,


comments) to 2%

Increase Instagram follower count by 1500 and


engagement rate to 2.5%

200 subscribers for YouTube


100% are willing to give ex-offenders a second chance
76.3% have not worked with ex-offenders before
people rarely have a chance to work with ex-offenders

KEY INSIGHTS
A little apprehensive
at the start

May be uneasy
at first

I felt that it was hard for me


to approach them at first.

Hesitant at first

KEY INSIGHTS
FEAR

KEY INSIGHTS
BIG IDEA

“building bridges”
Making connections and allowing the public to realise the power
they have in helping ex-offenders reintegrate into society.
BIG IDEA

“building bridges”
How did we get here?
BIG IDEA
“building bridges”

The Problem
There is a high awareness level but a lack of action & initiative from the public.

The Solution
Realise that taking action to make a difference is not hard.
Small actions can open up big windows of opportunities.
CREATIVE DIRECTION

Minimalistic & Straightforward


Making a difference is - Monochrome-like use of colours
effortless and easy - Use of negative space
- Strong copy
- Metaphorical connections
#BuildingBridgesYRP #BuildingBridgesYRP #BuildingBridgesYRP
“building bridges”

The Four Bridges


Different categories of reintegration in order to
comprehensively, unlock the second prison.

Family Employment Self-Confidence Society


what we want to say

Small actions can open up big windows


of opportunities
aims to drive people into action by sparking
self-reflection and self-realisation

MESSAGE STRATEGY
AWARENESS TOUCHPOINTS

Microsite
Art Installation
YouTube Ads
Interactive Outdoor Advertising
Sponsored Ads
Yellow Ribbon Events
Facebook and Instagram
Primary platform Secondary platform Directly targeting Secondary destination
primary audience
Post events Convey bite-size Content depository
PURPOSE info
Drive sign-ups

Campaign hashtag Campaign hashtag Sponsored Ads Update audiences


- Events
Daily posts Regular posts Cross-linking - People
STRATEGY
Conversations Influencer Advertisements
endorsement

CHANNEL
STRATEGY
INTEGRATION MAP
Activation 1
Social Networking Sites

Microsite

Activation 2
YRP Website
Benny Se Teo
Founder of social enterprise, 18 Chefs
Real life experience working with ex-offenders
Ex-offender
Sharing expertise

INFLUENCER STRATEGY
Irene Ang
Business woman, CEO of FLY Entertainment
Personal connection - parents were addicts
30.2k followers on Instagram
32.2k followers on Twitter

INFLUENCER STRATEGY
Noah Yap
An ex-offender
#SayNOwithFLY campaign
123k followers on Instagram
39k likes and followers on Facebook
179k followers on Twitter

INFLUENCER STRATEGY
Milah
Founder of Plus Point - a community of dancers
Hip-Hop Dance Group for troubled teens
An ex-offender
Mother of seven

INFLUENCER STRATEGY
Sandra Riley Tang
Fitness advocate
90.3k followers on Instagram
5,838 followers on Twitter
4,249 followers on Facebook

INFLUENCER STRATEGY
Traffic Driving Acquisition

● SEO/SEM ● Pledges

● Online Advertising ● Engagement

● Influencer Engagement ● User Generated Content

● Registrations for YRPR

TRAFFIC DRIVING AND


ACQUISITION STRATEGY
ENGAGEMENT
STRATEGY

Inform
conversations
Connect
continuing interactions
Convert
content
HERO

Y
EG
AT key messages of campaign
TR
hashtag
testimonials
TS

created content
EN

what the ngo does news articles


NT

human interest stories social media sharing


CO

HUB HELP
#MotivationalMonday Event Recaps
Inspirational quotes CONTENT Video highlights
Feature stories BUCKETS Photo albums
Volunteers’ sharings
Live streaming
Curated content

User-generated Content Debunking Stereotypes Publicity

Photos Games/Trivia Countdown to event


Pledges Videos Teasers
Testimonials Programme information
T-shirt Contest #RunForYR Contest
CONTENT
CALENDAR
POSTING STRATEGY

Monday to Friday Wednesday

Once, max. twice a day Once a week

12 PM, 3PM 3-5 pm

Monday to Friday Weekday

Once, max. twice a day Twice a month

Off-hours 3 PM
PAID STRATEGY
TIMELINE STRATEG BUDGET
Awareness campaign 6 weeks Y CPC $110 daily
Building bridges March - April $1.70 $4,620 total

Post-activation 2 weeks CPC $100 daily


Campaign (video) May - June $1.50 $1,400 total

Poetry video series 1 Month CPC $90 daily


June $1.50 $2,700 total

Publicity for YRPR 1 Month CPC $100 daily


August $1.70 $3,100 total

Awareness Campaign 6 weeks CPC $50 daily


March - April $2.00 $2,000 Total
Keyword Bidding: CPC $1k monthly
“Prison”, “convict”, 12 Months $2.00 $12k total
Video campaigns: 6 weeks CPV $95 daily
Youtube In-stream ads May-June $0.30 $4k total
social media

Ad
6 posts
Strategy
social media

Ad
7 posts
Strategy
SPONSORS
TOP 3 proposed
from our survey responses: Corporate Social Responsibility:
MICROSITE
MICROSITE
TEASER

1 - 30
TEASER
INTERACTIVE
OUTDOOR ADVERTISING
First week of May, 2019
ACTIVATION #1
Interactive Outdoor Advertising
ACTIVATION #1
Interactive Outdoor Advertising

Where: Raffles Place


ACTIVATION #1
Interactive Outdoor Advertising

Why: It’s bold. Possibility of going viral


due to its scale and interactive nature of
the advertisement.
ACTIVATION #1
Interactive Outdoor Advertising

Who: Working Professionals (25-40 yo)


ACTIVATION #1
Interactive Outdoor Advertising

When: May 2019 // 12-1pm


ACTIVATION #1
Interactive Outdoor Advertising

Attention Grabber:
Encourage participation with
the ad by giving people an
incentive*.

*while stocks last.


ACTIVATION #1
Interactive Outdoor Advertising

Plot: A woman tells the audience she’s


going for an interview. After looking
through her records, it’s revealed to the
audience that she’s an ex offender.
ACTIVATION #1
Interactive Outdoor Advertising
ACTIVATION #1
Interactive Outdoor Advertising
ACTIVATION #1
Interactive Outdoor Advertising
ACTIVATION #1
Interactive Outdoor Advertising
ACTIVATION #1
Interactive Outdoor Advertising
ACTIVATION #1
Interactive Outdoor Advertising
ACTIVATION #1
Interactive Outdoor Advertising
ACTIVATION #1
Interactive Outdoor Advertising
POST ACTIVATION #1
Interactive Outdoor Advertising

Extending the experience to


more audiences. Video will be
posted on Facebook and
Youtube. A teaser version will
be uploaded onto Instagram.
ART EXHIBITION
Month of August, 2019
ACTIVATION #2
Art Exhibition

What?
In conjunction with the YRP’s
art exhibition, there will be an
addition of showcase - the 4
bridges.
ACTIVATION #2
Art Exhibition

Why? To create a physical and


tangible rendition of our social
media creatives and visuals.
ACTIVATION #2
Art Exhibition

Where? Raffles City


ACTIVATION #2
Art Exhibition

When? August 2019


ACTIVATION #2
Art Exhibition

Who? Public aged 15 and above


ACTIVATION #2
Art Exhibition

The Employment Bridge

Call to action:
Drop in their business cards if they
are willing to hire ex-offenders.
This provides YRP with a database
for referral.
ACTIVATION #2
Art Exhibition

The Society Bridge

What?
A t-shirt designing contest
ACTIVATION #2
Art Exhibition

The Society Bridge

Who?
Tertiary institutions
Public (open)
ACTIVATION #2
Art Exhibition

The Society Bridge

When?
Start date: 1 Mar 2019
Submission date: 1 July 2019
Shortlisting date: 7 July 2019
Voting period: 1 Aug 2019
Announcement: 15 Aug 2019
ACTIVATION #2
Art Exhibition

The Society Bridge

Call to action:
Public will vote for YRPR’s
theme for 2019 via Facebook
Poll on YRP’s Facebook
Page.
ACTIVATION #2
Art Exhibition

The Self-Confidence Bridge

What?
Created by ex-offenders for the
members of the public
Consist of mainly feature
stories by ex-offenders and
A short write up about the
even personal letters by current production of the magazine.
inmates.
ACTIVATION #2
Art Exhibition

The Self-Confidence Bridge

Call to action:
Scan the QR code to
retrieve an online copy of
the magazine (microsite) A short write up about the
production of the magazine.
ACTIVATION #2
Art Exhibition

The Family Bridge

What?
Drawings/ letters from kids
in response to “how would
you treat an ex-offender?”
ACTIVATION #2
Art Exhibition

The Family Bridge

Why?
Elicit emotional reaction
from the public, aims to
spark realisation
SPOKEN WORD SERIES
Month of June to July, 2019
SPOKEN WORD

What?
A heartfelt video from
ex-offenders, sharing their
genuine feelings, thoughts
and experiences
SPOKEN WORD

Why?
Aims to give them a voice,
and to spark conversations
and realisation amongst the
public.
SPOKEN WORD

How?
A group of ex-offenders will
come together and craft a
piece of poetry. A series will
be produced in accordance
to our 4 bridges.
SPOKEN WORD

Benny Se will also be involved


in this video series, under the
video related to employment.
YELLOW RIBBON
PRISON RUN
Month of September, 2019
TEASER

IG & FB:
Sponsored Ad
Social Media Post
Bring-A-Friend Initiative

Incentive:
Limited to first 1,100 save 15%/ pax
registrations free adidas tee

unique link on
Target audience:
microsite, driven by
Young adults
IG & FB
YELLOW RIBBON
PRISON RUN
Influencers On Ground

Why her?
1. Huge fan base
2. Suitable for environment
3. Advocates for good cause
4. In line with Nike, if we are engaging the brand

Sandra Riley Tang


YELLOW RIBBON
PRISON RUN
Influencers On Ground

Why them?
1. Creates connection with target
audience
2. Personal experiences

Plus Point Crew

YELLOW RIBBON
PRISON RUN
SUCCESS TRACKING activations
Microsite

Microsite: 5000 access


Average Session Duration: 2.30 mins
Traffic Sources:
Organic Search - 27.8%
QR Codes - 3000 scans for Chevron House
Social Traffic - 4.35%
Bounce Rate - 54%
Top Pages: Depends on users
SUCCESS TRACKING activations
Interactive Outdoor Advertising

Reach: 200,000 PMEBs


Microsite: 3000 access (as mentioned)
Participation: 2500 votes
LiHO Coupons: 500 redeems
(over 3 days)
SUCCESS TRACKING activations
Spoken Word Series

Number of views: 3000 views


CTR: 0.33%
SUCCESS TRACKING activations
Art Exhibition

Family: 250,000 Reach

Employment: 500 Business Cards

Society: 200 T-shirt Design Entries, 500 Votes

Self-Worth: 500 QR code scans for magazines


SUCCESS TRACKING activations
Yellow Ribbon Prison Run

Sign-ups: 11,000
Bring-A-Friend Initiative: 1,100 registrations
SUCCESS TRACKING activations
Social Media Posts

Impressions: 1000
CTR: 2%
Positive Sentiments: 98%*

*Tracked by digimind.com
SUCCESS TRACKING activations

#BuildingBridgesYRP
#RunforYRP
5000 Hashtags across all social media platforms
SUCCESS TRACKING

Page Likes: + 2000


Reach Per Post: 1000
Engagement Rate: 2%
Reactions: 2000
Comments: 4000
Shares: 5000
Mentions: 5000
Tagging: 2000
Positive Sentiments: 98%*

*Tracked by digimind.com
SUCCESS TRACKING

Page Likes: + 1500


Engagement Rate: 2.5%
Likes: 5000
Comments: 3000
Mentions: 5000
Tagging: 500
Positive Sentiments: 98%*

*Tracked by digimind.com
SUCCESS TRACKING

Followers: + 1500
Likes: +1000
Comments: 200
CTR: 2.5%
Shares: 500
SUCCESS TRACKING

Total Video Views: 3000


Subscribers: +200
CTR: 0.33%
SUCCESS TRACKING

CTR: 2%
Impressions: 2000
Ave. CPC: $1-2
Conversions: 3.7%
BUDGET

Creative (Static & Video) Production:


$50,000

Marketing Costs (Advertising & Publicity):


$30,000
MEDIA BUDGET
Media Budget Cost

Instagram Sponsored Posts $6,000

Facebook Sponsored Posts $6,000

YouTube Sponsored Posts $4000

LinkedIn Sponsored Posts $2000

Google Ads to Website (“prison” “ex-convict” $12,000


“ex-offender” “second chance”)

Total $30,000
ACTIVATION BUDGET
Activations Budget Cost

SPHMBO Digital Site @ Chevron House $11,500


Outdoor LED 1 Week
(30 secs, 6 spots/hour)

Development of Microsite $10,000

Art Display Pedestal + Glass Case ($200/set) $400

Frames for T-shirt Designs ($7.90/frame) $15.80

Magazine Stand $150

Props (Pen, Contract, Shirt, Lego, Tins) $50

Magazine Printing $20


ACTIVATION BUDGET
Activations Budget Cost

Influencers ($1000 for Irene, $3000 for $4000


Sandra)

Irene Ang (6 posts)


$1000/6 posts = $166.66

Sandra Riley Tang (7 posts)


$3000 / 7 posts = $428.57

Spoken Word Video Series ($1750/vid) $7000

Campaign Videos (Incl Chevron House + short $5000


social media vids)

Total $38,135.80
TOTAL BUDGET
Total Budget Cost

Media Budget $30,000

Activations Budget $38,135.80

Total $68,135.80
Total budget:

$68,135.80
Corporate Social Responsibility
Brand/ CSR Activity Rationale
Personality

CapitaLand To use Raffles City for YRP’s Art The CapitaLand Hope Foundation is a philanthropic
Exhibition arm founded in 2005. Their goal of ‘Building People.
Building Communities’ ties in well with Building
Bridges.

Adidas or FREE tees for Yellow Ribbon Adidas was Yellow Ribbon Run 2018’s official sponsor.
Nike Run (Bring a Friend Initiative) Nike is into CSR.

Noah Yap Social media engagement Popular influencer whose experience can elicit
personal connection with audience.

Benny Se Social media engagement An ex-offender who inspired others with his business,
Teo 18 Chefs, by employing ex-offenders.

LiHO Drink Redemption for Chevron Conveniently located near Chevron House. A sponsor
House Ad of many campaigns.
OVERALL TIMELINE
Heavily packed in the first half of the
campaign period.
Aims to create buzz and anticipation for
the annual Yellow Ribbon Prison Run.
IMPLEMENTATION
TIMELINE
IMPLEMENTATION
TIMELINE
IMPLEMENTATION
TIMELINE
Thank you!

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