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Children of the internet

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Children of the internet

  1. 1. CHILDREN OF THE INTERNET
  2. 2. THE INVASION OF INTERNET
  3. 3. SITUATION ANALYSIS Choosing laptops over outdoor activities Looking down instead of looking up Sacrificing communication for mere connection Trading experience for loneliness
  4. 4. WELCOME TO THE WORLD OF TOMORROW
  5. 5. OBJECTIVES Successful campaign Restrict the use of internet to an hour per day Cause a shift in attitude and behaviour Convince government body
  6. 6. TARGET AUDIENCE
  7. 7. SINGAPOREAN ‘MUM’ Working professional “Kiasu” Work everyday Best education for her children Career-minded Think they know what is best for their kids Limited family time Maid-dependent
  8. 8. POSITION STATEMENT TO: Mothers, whose kids are of the age 0 to 10 WITH: the want to raise well brought up kids, who do the ‘right’ things WE: Educate and inform the mothers about the illeffects of the overuse of Internet THAT PROVIDES: The platform to act on pressing issues Because: We enhance the quality of modern day family lives
  9. 9. KEY INSIGHTS
  10. 10. MY BEST IS NOT ENOUGH
  11. 11. GUILTY IF THEY DO NOT RAISE THEIR KIDS WELL
  12. 12. LOSING THEIR INNOCENCE
  13. 13. GROWING UP TOO SOON
  14. 14. INTERNET MAKES KIDS SMARTER
  15. 15. MAID 2.0 HOUSEKEEPER + SECOND MOTHER
  16. 16. WE PUT DIFFERENT MEANING ONTO THE SAME ITEM Nice car! Awesome Time-travelling machine
  17. 17. WE LIKE DIFFERENT THINGS
  18. 18. CAMPAIGN “CHILDREN OF THE INTERNET”
  19. 19. MY IS IT TIME YET?
  20. 20. I HAD A LOT OF THINGS IN MY LIFE.
  21. 21. THE EARLIER YOU START THE BETTER FOR ME.
  22. 22. I NEED ‘ME’ TIME.
  23. 23. YOU CAN LEARN MANY THINGS.
  24. 24. I NEED MY BEAUTY SLEEP .
  25. 25. YOU ARE ENGAGED.
  26. 26. I HAVE TIME FOR MASSAGE.
  27. 27. THE HOUSE IS CLEANED.
  28. 28. I HAVE MORE TIME TO SHOP .
  29. 29. YOU HAVE PLACE TO VENT YOUR ANGER.
  30. 30. WHEN YOU ARE TIRED.
  31. 31. YOU ARE WELCOMED INTO MY ARM.
  32. 32. HOW MUCH CLOSER CAN WE BE?
  33. 33. PHASE 1 - ENGAGEMENT • OBJECTIVE : DRIVE PEOPLE TO SOCIAL MEDIA CHANNEL VIA ADS • STRATEGY : • Asked Community to Contribute • Build a conversation and engage new members • Purchase Facebook ad leading to campaign Facebook page • BRAND THE CAMPAIGN FOR SOCIAL MEDIA #DE
  34. 34. LISTEN Gather Feedback • Personal • Media • Social media Categorize feedback Respond If applicable React
  35. 35. CRITICS , CHAMPION & BRAND ADVOCATES Converting Critics into champions Create Brand Advocates • Learn • Educate • Participate ( talk about issues, share stories/lived experience, share knowledge)
  36. 36. PHASE 2 - ENGAGEMENT Objective – Engage community, educate & empower people to educate Create shareable content to increase virality of message
  37. 37. Leverage expertise and knowledge to educate target audience Create Awareness week ..................... Encourage and empower community to share stories.
  38. 38. THANKYOU

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