Your Super Hero needs a POEM campaign to promote their new product – an App that seeks truth & justice by eradicating ‘fake-news’.
This App is free and accessible to all (mobile & online) and easy to use. You upload any news article to it and it filters it and separates the truths from the lies – ‘fake-news is trashed’ the more content / articles added the closer we get to the truth and social justice.
Using POEM create a strategy to promote the offering to new audiences (& sceptics) through paid and earned whist keeping fans and ambassadors happy through owned.
What is the big stunt you can do to get some earned media? Divide how your paid and organic audience will have different Needs and Wants
Expectations:
No artwork or creative required (un less you are totally inspired) but we expect at a minimum you will have at least 2 x A4 pages detailing the following:
Superhero
Badass female in her mid-twenties. Known for her ability to detect when someone is lying, a skill used to eradicate fake news and empower people to seek justice.
Target Audience:
Young audience, in particular Millennials and Gen Z. Both groups are tech savvy and use social media often, particularly Instagram and Twitter. Said audience has easy access to information on social issues through the internet, and are generally more interested in changing the world and seeking justice than the elder generation. This audience is becoming more enlightened and take social issues very seriously, participating in social movements such as LQBTQ marches and Extinction Rebellion, including protests and petitions. This generation is passionate and driven to create change based on moral views. Many young people are involved in events about Climate change and other injustices in our legal and social systems.
AUDIENCE NEEDS AND WANTS:
- They value individual expression, diversity and equality
- Social justice – passionate about being involved in social activism, have a high moral ground.
- Internet privacy – many Gen Zs cover their laptop webcams
- Selling experiences rather than products
- Be updated on news and in the loop of what is going on.
WHAT SPECIFICALLY WILL APPEAL TO MILLENNIALS AND GEN Z:
- Transparency and honesty
- Empowerment
- Selling an experience rather than the product
Try to reach:
Boomers and Gen x, who are less likely to see fake news due to being less active on social media accounts where fake news can be found. Older people check their phones less often than younger people and only check their phones when something is specifically directed at them, for example a text message or email. Said audience is less likely to care or act upon social/environmental issues due to thinking it will not have a big effect or impact on them. An example is Extinction Rebellion, a movement mostly Gen Z and Millennials are involved with.
PAID MEDIA
How to reach people who will be interested in the brand: Millennials and Gen Z
Instagram Adverts – Widely and often used by said audience. Bright colours will be used to grasp their attention and stop them scrolling. Using 4:5 ratio as Instagram is mostly viewed on mobile devices.
Partnership with BBC Three – BBC Three is a channel aimed at teenagers and young adults, with over 225K followers on Instagram alone. BBC Three’s content on Instagram and Facebook focuses on relevant social issues, misconceptions and humorous videos.
Posters on public transport such as buses, the tube and underground – Will see the campaign on their commute. The underground has no wifi or 4G so people tend to look at what is around them more.
Boomers and Gen x
Less likely to see fake news due to being less active on social media accounts where fake news can be found. Older people use their phones less often than younger people.
Partner with a celebrity – Working with a big celebrity will guarantee an audience of millions that will watch almost anything the celebrity does. Voiced by famous animal lover; David Attenborough is a celebrity people of all interests and age groups like. He loves animals which makes him the perfect celebrity to voice Frank the Frog. The celebrity will have to be linked to fake news or the superhero somehow, otherwise it will be random and forced. They will also have to be world famous in order to increase following and audience.
Digital Billboards in central London – They will see the campaign on their commute to work
Posters on public transport such as buses, the tube and underground – Will see the campaign on their commute to work. The underground has no wifi or 4G so people tend to look at what is around them more.
OWNED MEDIA
Instagram – Social media platform which is used widely and regularly used by said audience.
YouTube – Featuring updates on fake news, videos of tips and trick to seek justice and help combat fake news.
Facebook – Platform which is mainly used for sharing content onto your personal feed. Videos of tips and tricks and how to identify fake news. In terms of reaching the Boomer & Gen X audience, it will be difficult to use owned media to reach to them. Facebook would be the best option as it is the most common form of social media this audience has.
PUBLICITY STUNT:
The stunt will include several large installations around London of Celebrities. The Celebrities will be doing silly and obscure things which would very obviously not happen, such as Brois Johnson hoolahooping, Lady GaGa going into space, David Attenborough break dancing. Next to the celebrities will be Frank the Frog holding the fake news article. Behind the installation will be a poster with “Fake News. Sometimes it’s obvious”, or “Fake news can be innocent. Others can be damaging”
UNIQUE SELLING POINT:
To keep the current brand fans happy through owned media, the Super App will be on Instagram and Snapchat. The app will use the superhero as the main selling point, releasing exclusive snapchat filters fans can use and share. On Instagram, fans will be offered a “Super Pack” which will contain a detective kit so they can solve a make news scandal. The users can also use the app to partner up with other app users to solve the mystery and share their detective research.
Through owned media, the Super App will post fan’s theories to create almost a murder-mystery game, but centred around fake news.
Nadya Cheetham 