Wasserman + Partners
Social Marketing Newsletter
Vol One #3
This issue of Social Pages is about outcomes. Though most social marketing campaigns are issue-oriented and seek to change behavior over time, results along the way are critical. Knowing whether or not your campaign is tracking can be measured by various indicators.
Are we there yet?
1. Look for a campaign rallying point that is resonating with your audience. It doesn’t have to be the advertising theme. It can simply be an element making its way into common language. “Friends don’t let friends drink and drive”, “This is your brain on….” “Cancer can be beaten” are all examples.
2. Are the communications memorable and meaningful. Is the awareness you’re generating tied into your cause or free floating? This is where research can be invaluable.
Are you breaking through to the core audiences? In youth marketing, it’s easy to make noise, harder to achieve meaningful breakthrough.
The final frontier
3. Engagement is the key to changing behaviour change. Have you truly engaged the stakeholders? Is everyone aware of the priorities your social marketing campaign has set out? Change is never a singular response but the result of a series of messages, consistent reinforcement and clear consequences understood by engaged stakeholders, inside your organization and out.
WorkSafe BC Demand Safety
Issue:
Decrease the number and severity of work related injuries attributed to youth.
Leverage:
15.00/hour is just not worth the loss of your limb or life.
Emotional trigger:
Young workers “don’t know what they don’t know”. As a result, they don’t ask appropriate questions or demand to be trained.
Message:
Losing your life or a limb for a paycheck isn’t worth it.
Media:
Web, washroom ads, wild postings, coasters, radio and contest.
Results (Pre. Vs Post):
The demandsafety.ca site was launched for the first time in August of 2006 and generated the following outstanding numbers. These results are even more impressive when you consider that the youth demographic is considered extremely difficult to reach:
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Total Visits (June 5th – October 27th): 55,726 |
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Total Page Views (June 5th – October 27th): 131,913 |
Even when the media campaign ended the site still averaged approximately 10,000 unique visits each month.
BC Dental
Issue:
Tooth decay can happen as soon as a baby’s teeth first appear, often as young as one year old. Yet people think because they are “baby” teeth, that it’s no big deal. It is.
Leverage:
Baby teeth don’t just fall out after a couple years. In fact, they can last for up to 12 years. If not properly cared for, the effects can be damaging — impacting the child’s ability to speak clearly, eat properly and interact socially. That’s in addition to dealing with the physical pain of severe tooth decay. Severe tooth decay is one of the main reasons why BC children end up in surgery and under anesthesia.
Emotional trigger:
Tooth decay doesn’t just affect a child physically, but emotionally as well.
Message:
The pain of tooth decay can start as early as age one.
Media:
TV
Key Stakeholders:
ActNow BC
Dental & medical professionals in BC
Results:
Post campaign research results in March of 2006 were very positive:
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Unaided advertising recall was at 50.6% (vs 7.2% in the October ’05 pre wave) |
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Of those who recalled the advertising, 92% stated “television” as the source |
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72.9% mentioned putting children to sleep with a bottle of milk, juice or formula as the likely cause of tooth decay, a full 10 points over the pre-wave. |
ICBC Road Sense
Issue:
Improve road safety amongst youth.
Leverage:
Young people care a lot about their friends.
Emotional trigger:
Living life to the fullest is what you want to do and you can’t do that if you’re dead.
Message:
Live because it’s no fun being dead.
Media:
Web, interactive, print, contest and TV.
Results (Pre Vs. Post):
Over the 3-month campaign the following numbers were generated.
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Total Visits: 105,000 |
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Total Page Views: 500,000 |
Even when the media campaign ended the site still received thousands of unique visits each month. |
