Andreas Weißböck / Niklas Wiesauer
Young Lions 2013 MEDIA Competition
PROBLEM- Hard to reach deciders- Sonne quite unknown- Relatively small budget
APPROACH- Creating added value for the company- Cost efficient = online focus- Develop a USP for the NGO
- Implementing bottom-up / top-down effect
TOP
DO
WN
BO
TTO
M
UP
Young Lions 2013 MEDIA Competition
SOLUTIONBy creating an online marketplace we allow employees to sell their already read books. The money each company
collects will be used for a direct donation or an individual education project for children in developing countries.
„Wissen weitergeben, um Wissen weiterzugeben.“
Attracting theemployeesattention by
showing obvious
problem and easy solution
Getting into the minds of the deciders
of the company
Company supports our
initiative
Company profile at the marketplace
displays progress of
sales
Donate or support an individual
project
KONY2012
Young Lions 2013 MEDIA Competition
MEDIA STRATEGYSONNE2014
SOCIALSEEDING
SEARCH ENGINEADVERTISING
FACEBOOKADVERTISING
Young Lions 2013 MEDIA Competition
MEDIA STRATEGY - DECIDERS
USAGE OF CREATIVEPERSONALIZED
MAILINGS
PLACEMENT OFEXISTING MATERIAL
AT DECIDER HOTSPOTS
APPROACHING INPERSON (BY PRESENTING
CONCEPT)
EXISTING PARTNERSCREATE BASISFOR PROJECT
Young Lions 2013 MEDIA Competition
SUMMARY / MEDIA SPLIT
CMS / Database Social Seeding SEA / Google AdWords Facebook Ads Video
Production Mailings Infomaterial Print Support
10% 30% 19% 15% 15% 10% 1% 0%
Employee Decider
To do good
Together for a good cause
Seizable success
Small effort
Great Publicity
Increase of corporate spirit
Implemented CSR
Small effort