Popular Campaigning – To involve on a popular manner your audience and by doing so gaining more en more support from that audience with the result that you achieve your goals in an easier way.
Dec 28, 2015
Popular Campaigning
– To involve on a popular manner your audience and by doing so gaining more en more support from that audience with the result that you achieve your goals in an easier way.
Popular Campaigning
• Involve on a popular manner– Events like a Pop Concert– Merchandise (T-Shirt / School Agenda / Bracelet)– Celebrities working as ambassadors– Best practise (Malawi Tobacco)– Reports (Because I am a Girl)
• More support of the public– Visible through Social Media sites (Hyves/Actions site)
• Achieve goals in a easier way– Raising Money– To find and organize volunteers– Persuade decision makers– Change public policy– Raise Awareness
Popular Campaigning
– Due to the fact that the public in The Netherlands loves Plan’s BIAAG Campaign we achieved f.i. the following goals:
• Biggest Dutch newspaper: BIAAG special• 1 of 3 INGO’s on stage on Dutch Aid Day• Ringing of the bell with Commissioner Neelie
Kroes
Case 1: Hyves (Dutch Facebook)
• Start with a new group: BIAAG– Attractive design with pink colours– Attractive content (movies / video’s)– Viral: Plan losses subsidy, please become member
(first grwoth 0 -> 3.000 members)– Always answer within one day (positive or negative)– Every two weeks a newsletter with information
(attractive manner)– Advertising: Free Concert tickets if you become
member (growth from 6.000 to 25.000 members)– MTV content BIAAG program with widget.
Case 1: Hyves (Dutch Facebook)
Result: 73.000 Members
Invite 10 Friends!
Salina, virtual hostess
MTV widget, fundraising, video & photo’s
Case 2: Online Social Network Fundraising
• Start with New Web Application YoCo (Your Community)– What: Individuals who organise their own fundraising
campaigns have their own platform.– How:
• Start your campaign, add text, video & pictures.• Choose your own project • Mail your friends, make a widget -> Start fun(d)raising
– Marketing: Direct mail Plan Sponsors / Hyves site / Brochures
Case 2: Online Social Network Fundraising
Result: 112 Campaigns, 380 Donations € 25.000
Personal by recieving cheques
Creati-vity by indivi-duals
Case 3: Vrouw (Woman), special largest newspaper.
• Attracted by the popularity of BIAAG, networking (and a bit of luck) led to appointment with De Telegraaf
• Happy to spread the message but– Also information about the Dutch women (to keep it
close to home)– Variety (so different subject)– Access and cooperation Plan’s Celebrities.– 2 Paid pages (we sold one to Corporate Partners)
Case 3: Vrouw (Woman), special largest newspaper.
Results:
Print 830.000
Reach 1.240.000
Extra: 50.000 for Plan sponsors currently no subscription to newspaper
Plan receives € 10, for every new subscription this week