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Media 181747331

2015 CANNES YOUNG LIONS

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WHEN  WAS  THE  LAST  TIME  YOU  DONATED?  

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MEDIA  FLOWCHART  

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¡  A Digital Execution is the Way to Go §  For  Every  Mother  Counts’  target  reach  demographics,  internet/digital  space  was  the  

highest  form  of  reported  media  consumpOon1  

§  Key  Periods:    §  July: Kickstart to ramp up campaign §  Oct: Align with existing child-focused holiday and supplement media-cluttered charity giving season (Thanksgiving/winter

holidays) §  Nov-Dec: Although many charities focus on this period and share of voice can be weakened, it is important to still

maintain a presence during these months of heavy giving activity  

¡  3 Pronged Approach to Reach Goals §  Reach:  Raising  awareness  (Social  Campaign)    

§  Added  value  social   l i8  –  viral  sharing,  reposOng,  etc.  §  Engage:  Providing  opportuniOes  to  easily  donate  (Mobile  App)    §  Impact:  Lives  saved,  impacUul  stories  to  share  (Na?ve  Execu?on)  

¡  Why an App? §  Apps  dominate  share  of  digital  consumpOon  

§  Average  mobile  user  now  spends  86%  of  their  Ome  in  Apps2  

¡  How Would App Downloads be Achieved? §  Target  users  across  top  mobile  consumpOon  areas  

§  Streaming  Radio,  Gaming,  Social  Media,  Weather,  &  Retail3  

MOBILE APP: EVERY PENNY COUNTS

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Explanation Example

Concept •  Round  up  every  purchase  made  through  user-­‐connected  credit  cards  to  the  highest  dollar.    

•  Turns  charity  from  a  task  to  everyday  occurrence.  

•  Spend  $3.04  on  coffee  à  round  to  $4.00    •  $0.96  automaOcally  donated  

Localized + Personalized

•  Different  regions  would  have  separate  funding  goals/levels  dependent  on  populaOon  demographics  

•  Los  Angeles  –  $30,000  prenatal  care  classes  •  Chicago  -­‐  $20,000  healthcare  supplies    

•  Each  user  could  see  regional  progress,  personal  progress,  and  connect  with  content  to  see  their  funding  at  work  

•  Los  Angeles  -­‐  $21,641/$30,000  prenatal  care  class  goal;  Personal:  $551  donated.    

•  App  would  allow  LA  user  to  see  a  video  of  a  class  his/her  efforts  are  funding.  

1Edison research, 2014, 2Flurry 2014 Analytics Report, 3ACI Information Group: Blog Post, Mobile, Research & Statistics 2014

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NATIVE CAMPAIGN

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¡ Why Native? §  People  overwhelmingly  preferred  naOve  content  over  any  

other  major  form  of  paid  media  content1  

§  Reaches  a  more  recepOve  audience,  provides  “authenOc”  voice,  and  drives  engagement2  

§  Perfect  plaUorm  to  connect  Every  Mother  Counts’  voice  and  stories  with  target  audiences  in  an  effort  to  build  emoOonal  connecOons  with  this  cause  

¡  Native execution §  Connect  with  social  influencer  sites  to  promote  awareness  

and  direct  acOon  (app  downloads,  site  acOons,  donaOons,  etc.)  

¡ Example integrations §  Social Cause: Upworthy.com §  Family/Parenting Blog: Hellobee.com §  Lifestyle: Cupcakesandcashmere.com

§  Clear calls to action and trackable goals §  App  downloads,  direct  to  site,  social  media  acOons,  etc.  

1IAB & Edelman Berland “Getting In-Feed Sponsored Content Right” 2014 Study , 2TripleLift “State of Native” 2014 Report

SOCIAL CAMPAIGN  #EVERYMOTHERCOUNTS  

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In synergy with Native campaign - feature tailored content with companion hashtags around key dates to drive 1) app downloads, 2) awareness, and 3) direct actions. §  Kick-Start: July 1 - 15, 2015

#everymothercounts §  Child Health Day: October 5 ( through 19),

2015 #everychildcounts §  Holiday Season: Thanksgiving – December 31st

#thegiftthatkeepsongiving

1 Min te l Cause Market ing Re por t 2 014

Monetary  charitable  dona<ons  are  on  the  rise,  due  to  digital  connec<vity  through  social  networking.  1  

¡  Social  media  is  a  great  tool  because  it  is  a  plaUorm  that  allows  the  target  audience  to  share  causes  they  champion  

¡  Popular  social  plaUorms  to  uOlize:  Facebook,  Twijer,  Instagram,  Pinterest,  Snapchat,  etc.  

¡  Social  campaign  to  deliver  addiOonal  free  earned  media  lik  in  terms  of  reposts,  retweets,  shares,  likes,  comments,  etc.  

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GOAL  SUMMARY