360° CAMPAIGN Team n°5
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360° CAMPAIGN
Team n°5
THE TEAM
AMIOT Louis CHAVARDES Gaspard HAZGUI Mohamed-Ali
MANAD Youssra PRASZEZINSKI William
BRANDANALYSIS
BRAND DNA
Protect and defend sick children, make everyone aware of
the disease and innovate in term of treatments.
Main efforts are on the research to try to eradicate the disease
BRAND VALUES
UNDERSTAND
PROCESS
LIVE
CURE
SWOT
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
- Several great partners - Michel Leeb is the godfather of the association
- Generalist association for all type of autism
- One of the only association to make some commercial campaigns
- Small, poor and unknown association
- Has been godfather
- French government isn’t doing enough to help this cause
- Become the voice of Autism in France
- Make this cause known to everyone- Misknown disease not understood well enough by the public
- A lot of small independent associations
- People give to general associations
- People are bored with associations soliciting them
SWOT
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
- Several great partners - Michel Leeb is the godfather of the association
- Generalist association for all type of autism
- One of the only association to make some commercial campaigns
- Small, poor and unknown association - Has been godfather
- French government isn’t doing enough to help this cause
- Become the voice of Autism in France
- Make this cause known to everyone- Misknown disease not understood well enough by the public
- A lot of small independent associations
- People give to general associations
- People are bored with associations soliciting them
TARGET
PERSONAS
CYNDIE37 years old
- Sales clerk in a clothing shop
- Mother of three children who are 7 and 12
- Sensitive to emotional campaigns
JEAN30 years old
- CEO
- Father of a 6 year old kid
- Sensitive to campaign with strongand out of the ordinary messages
PATRICIA33 years old
- Housewife with two children who are 3 and 7
- Wants to join a charity because
she has a lot of free time
PROBLEMATICMake people give up their stereotypes and make them wonder what this
disease really is and how they can help the cause.
THE CONCEPT
INSIGHTI am not giving money because I barely
know anything about autism
MOODBOARD Society cliché
CREATIVECONCEPT
L’AUTISME C’EST PAS…Our proposition
MOODBOARD What is working on Internet
TIMELINE
February March April May
2nd February 2017 Instagram account launch
25th April 2017 Facebook video
Street Marketing 16th April 2017
2nd April 2017 Instagram video
Facebook video 26th March 2017
LEVERS
Start of the Instagram campaign
Example ofInstagram pictures
Example ofInstagram pictures
End of theInstagram campaign
Interactivedisplays
Interactivedisplays
Interactivedisplays
STREETMARKETING
CONSUMER JOURNEY
KPIs
Followers
Comments
Views
Youtube Facebook
Likes on page
Videos shared
INCREASEof donations
L’AUTISME C’EST PAS RIEN
Team n°5
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