[PPB] WEEK 9 Campaign Strategy, Tagline & Logo Design

Campaign Objective

The objective for this campaign is to change people opinion on the value of sharing by building trust on sharing and create aware on collaborative consumption for people who do not know about sharing business model.

Time Frame and Approach

There are total 7 months for us to prepare and run this campaign. We use 4 months to do our research regarding this campaign, 1 month to run the campaign and do 1 month of post-campaign evaluation. 

Target Audience

The target audience for this campaign will be working adult who are in the age group of 25 – 45 years old with the middle class income level between RM 1000 – RM 5000 and their education level are high school and above. In addition, they must have the IT knowledge and accessibility to technology. 

Messages

In this campaign, we would like to prepare messages to reach and convince our target audience based on our qualitative and quantitative research. Through the interview, we knew that most of the respondents do know about sharing instead of the term collaborative consumption, and they have an experience on sharing their stuff with their friends or siblings no matter they do or do not understand the sharing concept. After we analysis all the primary research data, we found out that people share because it will help them to save cost, they care for their daily expenses in life. Since we know our target audience are care about their money, we decide to choose save cost and increase income as our campaign direction to prepare the message. In order to encourage people start to sharing, we would like to invite a speaker who did sharing in his/her life and used sharing business model to increase his/her income successfully to talk about the benefits of sharing concept that help people to save cost and introduce different types of sharing business model. In addition, we wish to invite two Malaysian to do testimonies and share their experience regarding how they save cost and earn money through sharing. 

Creative

Based on the survey questionnaire we had done, most of our target audience spend more time on connected to internet and social network in their daily life. We plan to advertise our campaign through 2 media which are create a web page and Facebook page to let people access and obtain the information regarding this collaborative consumption campaign. These online sources will help people to understand and read the message clearly through the content we post.  Besides, we will design an interesting print advertisement which able to catch people attention and they recognize and remember it easily after they see the advertisement. We will choose a suitable place where usually our target audience will be and place the advertisement.

Tagline & Logo

Save Cost + Increase Income = Sharing

Sharing will do you good

Ways of promoting

Social medias

Get people to retweet and share. Create a hashtag #sharingisgood to promote

Upload photos on why sharing is good, why sharing is important. Always can be promote with a hashtag.

Create a fan page on sharing, where people can join and find out what is sharing all about. Open up a forum where people can discuss their experience with sharing, good or bad.

Blog

[PPB] WEEK 8 Existing collaborative consumption campaign

goCarShare Campaign

goCarShare started a crowd-funding campaign to create a car share company truly powered by the people. The aim is to fill millions of empty car seats, reduce carbon dioxide emissions and make traveling by car fun again. goCarShare created a new form of social travel that connects like-minded people, enabling them to share journeys and save money in a fun sustainable way. Focuses on creating trust between users by leveraging the social graph - users could choose to share car journeys with friends of friends, or users with similar interests, as well as an eBay style rating system which help users determine who is reliable.

Let's Collaborate

Let’s Collaborate! is a thought-provoking event series developed to inspire and connect the collaborative consumption community in NYC.

A forum for entrepreneurs, academics, VCs, and more – the aim is to spark conversations and debates with the wider community, creating awareness of a more collaborative world.

Let's Collaborate! and ClosetDash ( to shop and swap the fashions you love) host a clothes swap party.

How does it work you ask? Simple! For each item you bring you get to take one from the swap area! they will give you 1 ticket for each piece that they accept for the swap. Each ticket can be used to take an item from the swap area. Each person can bring up 20 items maximum to swap. Things you can swap are mens and women's clothes, shoes and bags. The items must be in good condition, free from stains, rips, tears and smells.

                                #EarthDaySwap in Union Square NYC

Nesta

What does Nesta do? (video)

Nesta is an independent charity with a mission to help people and organizations bring great ideas of life.

Nesta provides investment and grants and mobilizing research, networks and skills. They rely on the strength of the partnerships they form with other innovators, community organizations, educators and investors. Their aim is to help bring your idea to life.

Conclusion

All three of this campaign provides different types of aim for their campaign, the goCarShare campaign is to fill millions of empty car seats, that way, it can reduce carbon dioxide emissions. Let's Collaborate is a forum for entrepreneurs, academics, VCs, and more. Let's Collaborate aim is to spark conversations and debates with the community, with that they are creating awareness of a more collaborative world. Lastly, Nesta provides invesments and grant and mobilizing research, networks and skills.

Based on all this information, the common aim that i can see is that their are not only trying to save the environment, they also want to help people to be more social in their life, to spark in new conversations, new environment and new people. I think what all the campaigns are trying to do is very clever, everyone should have that drive to make their ideas come to life and try to be more sociable and outgoing.

Reflection

What i learned from all this campaign is that, in order to create a successful campaign, one must have a clear aim for their campaign, aim such as what do you want to achieve from this campaign, is it an awareness? a prevention? , Who is your target audience, is it the elderly, middle age men/women, children? and also your goal. By getting data from primary and secondary research you will be able to get the information that you need in order to move your campaign forward. Setting up a campaign can be difficult, but with the right aim, goal and diligence, nothing can stop you from achieving what you want.

[PPB] WEEK 6 & 7 (SURVEY QUESTIONS]

Survey Questions

Survey questions that we need to distribute to find out if people know about Collaborative Consumption. As this is my first time doing a survey, i found out that in a survey you can't just ask any questions you want, the questions needs to be contributing to your research.