Analyzing Advocacy Campaigns

Analyzing Advocacy Campaigns

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  Analyzing Advocacy Campaigns DominickA. Namis Internet Analyst Intern
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  Objectives • To understandwhat makes public advocacy campaigns successful • Develop recommendations to improve Mozilla’s public perception (brand equity) • Drive awareness of key Internet Issues • Educate people about threats to the Internet and introduce healthy internet behaviors 2
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  Method • Investigate andresearch public advocacy campaigns that drive brand equity and increase public awareness of various issues • Analyze successful campaigns and highlight key success factors 3
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  Issues Focused Campaigns 4
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  Issues • Environmental Greenpeace Keep AmericaBeautiful • Healthy Eating Let’s Move! • Smoking truth • Voting Rock the Vote 5
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  Issues Creative 6
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  Success Factors • Usinginfluencers/celebrities to gain support from online communities • Having relatable perspectives • Leveraging pop culture • Including a call to action • Stating a clear enemy • Playing on emotion • Being race & gender diverse 7
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  Deep Dive 8 Influencers Social Media Compelling Story Relatable Pop Culture Call to Action Support fromOnline Community Existing Awareness Enemy Emotion Keep America Beautiful Yes No Yes Yes No Yes No Some No Yes Greenpeace No Yes Yes Yes Yes Yes Yes No Yes Yes truth Yes Yes Yes Yes Yes Yes Yes Some Yes Yes Let’s Move! Yes Yes Yes Yes Yes Yes Yes Yes No Yes Food Revolution Yes Yes Yes Yes Yes Yes Yes No No Yes Rock the Vote Yes Yes Yes Yes Yes Yes Yes Yes No Yes
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  truth Campaign • Focusedon framing not smoking as positive • Visualized the effects of smoking • Encouraged rebellion and made it cool not to smoke • Primary audience: 12-17 year olds; Secondary: 18-24 year olds • Exposed negative marketing from tobacco companies 9
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  Brand Focused Campaigns
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  Mission Driven Brands •AAA • American Red Cross • Children’s Miracle Network Hospitals • Doctors without Borders • TOMS • Wikipedia 12
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  Mission Driven Brands 13
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  Success Factors • Beinginstantly recognizable • Really focusing on their consumer’s habit and behaviors • Encouraging others to be a part of your mission • Having your biggest supporters advocate for you/tell their story 14
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  Deep Dive 15 Influencers Social Media Compelling Story Relatable Pop Culture Call to Action Support fromOnline Community Existing Awareness Enemy Emotion AAA No Yes Yes Yes Yes Yes No Yes No Yes American Red Cross Yes Yes Yes Yes No Yes Yes Yes No Yes Children’s Miracle Network Hospitals Yes Yes Yes Yes Yes Yes Yes Yes No Yes Doctors without Borders Yes Yes Yes Yes Yes Yes Yes No No Yes TOMS Yes Yes Yes Yes Yes Yes Yes Yes No Yes Wikipedia No Yes No No Yes Yes Yes Some No No
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  American Red Cross •Created a “surround sound” effect by showing how other people are contributing to the ARC • Had a variety of smaller campaigns focused on specific topics (holiday donations, give something that means something) • Created multi-channel campaigns that was a hybrid of direct response and branding to lift TOTAL response • Show people how their donations are spent/how they help other people 16
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  Issues Recommendations • GetConscious Choosers to model healthy internet behavior by highlighting the realities of today’s Internet and ways they can help. • Have people take a moment to reflect and become more aware of the consequences of not taking action • Speak in a different voice, with a different tone, and with a different perspective, to connect on a different level 18
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  Brand Recommendations • GetConscious Choosers to understand that Mozilla empowers them online by showing examples of Mozilla’s work for an open & accessible Internet • Work along with influencers that have reach and relevance to ensure messaging reaches the right people meaningfully • Create clear visuals that touch people, show our existing efforts and tells our story 19
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  –Albert Einstein “We can’tsolve problems by using the same kind of thinking we used when we created them.”