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
