Campaign strategy (Concept)
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The document outlines a digital marketing campaign strategy called #HeforShe aimed at promoting gender equality in the UAE. The campaign will use influencers and top leaders to change stereotypical perceptions and encourage men to support women. It involves introduction, pledge, endorsement, negative framing, positive messaging, and testimonial campaigns running from February 2018 to January 2019 targeting men and women aged 18+ in the UAE. The budget is approximately $48,306 with paid and organic social media being the primary channels.
Campaign strategy (Concept)
- 1. Digital Marketing Campaign Strategy #HeforShe
- 2. Promote Gender Equality amongst men and women, by creating more awareness amongst men through specific targeted campaigns using digital marketing channels OBJECTIVE Royal Families Government Entities Private and Corporate Corporations Main Message: #HeforShe Entrepreneurs and Startups Small and Large Business Owners General Public Target Audience UAE, Men & Women Age Grp: 18+ Timeline Feb 2018 - Feb 2019 Primary Issues Identity Politics Work Secondary Issues Health Education Violance
- 3. Main Campaign: #HeforShe Campaign Pillars ~ Introduction Campaign ~ Pledge Campaign ~ Endorsement Campaign ~ Negative Campaign ~ Positive Campaign ~ Testimonial Campaign
- 4. Introduction Campaign Timeline 1 Feb 2018 - 31 Mar 2018 PERCEPTION Change the ~ Breaking the perception of people inside and outside UAE ~ Breaking the perception that UAE is not a Gender Equal Nation ~ Breaking the Perception of Identity where Women Can be Ministers and men can teach. ~ Breaking work related perception where men can pursue creative career and women can drive a car Hashtags #HeforShe #IamEmirati #BreakingStereotypes #IstandwithHer #ProudFather
- 5. 1.a Introduction Campaign: #IamEmirati I am Lojain Omran and I am an Emirati Woman and YES I am a Broadcaster and an Influenzer #IamEmirati #BreakingStereotypes #HeforShe Influenzer Campaign #IamEmirati #BreakingStereotypes #HeforShe Kick Starting this campaign with the help of top Social Media Influenzers in UAE. Eg: Lojain Omran, She has 5.5 Million Followers, one message from her can reach millions. I am Lojain Omran and I am an Emirati woman and YES I am a Broadcaster and an Influenzer Few of the Top Influenzers of UAE: Lojain Omran, Taim Al Falasi, Huda kattan, Joelle Mardinian, Mariam Mohamed, Noha Nabil, Rashed Alnuaimi, Zahra Lari
- 6. 1.a Introduction Campaign: #IamEmirati I am Lojain Omran and I am an Emirati Woman and YES I am a Broadcaster and an Influenzer #IamEmirati #BreakingStereotypes #HeforShe Influenzer Campaign #IamEmirati #BreakingStereotypes #HeforShe Kick Starting this campaign with the help of top Social Media Influenzers in UAE. Eg: Lojain Omran, She has 5.5 Million Followers, one message from her can reach millions. I am Lojain Omran and I am an Emirati woman and YES I am a Broadcaster and an Influenzer Few of the Top Influenzers of UAE: Lojain Omran, Taim Al Falasi, Huda kattan, Joelle Mardinian, Mariam Mohamed, Noha Nabil, Rashed Alnuaimi, Zahra Lari
- 7. 1.b Introduction Campaign: #IamEmirati I am Shaikha Lubna Al Qasimi and I am Emirati Woman and YES I am the current Minister of International Cooperation and Development #IamEmirati #BreakingStereotypes #HeforShe Nomination Campaign Nominate 3 women to share their success stories #IamEmirati #BreakingStereotypes #HeforShe The campaign will start with viral videos/posts of top women achievers nominating 3 other women from her circle whom she thinks have achieved success in their own field of expertise. These women could be anyone, be her mother, friends, relatives, colleagues, entrepreneurs or any other working professional. This campaign will help us break the stereotypical thinking of people inside and outside UAE that Emirati women are not allowed to work and have no identity. I am Shaikha Lubna Al Qasimi and I am an Emirati woman and YES I am the current Minister of International Cooperation and Development
- 8. Pledge Campaign Hashtags #WePledge #MakeaDifference #IamwithHer #RealWoman #RealMen #GrowingTogether #WePledge #MakeaDifference #IamwithHer #HeforShePledge We Corporate Gants and Government Entities make a Pledge to hire more women in their team Timeline 1 Apr 2018 - 31 May 2018 We Pledge to hire more women
- 9. Endrosement Campaign Hastags #StandwithHer #HeforShe #MyPartnerMyWife #WomenRoleModels Giving Partners in Timeline 1 Jun 2018 - 31 Jul 2018 #WeGrowTogether #MyPartnerMyWife I Stand with My Wife Princess Haya bint al-Hussein Top leaders sharing stories about their Idol Woman, taging them for their support and achievements, and how they have been equally taking responsibilities to build a better nation. This will be encouraging for Emirati Men and Women to come forward and take a stand for Gender Equality.
- 10. Negative Campaign He Cant Timeline 1 Aug 2018 - 30 Sep 2018 She Cant Hastags #HeforShe #SheCanHeCan #BreakingStereotypes This Campaign will try to encourage the audience to think the other way round. Generate a thought or a question of right and wrong. #SheCanHeCan #StandwithHer be a leader She Cant
- 11. Positive Campaign He Can She Can Timeline 1 Oct 2018 - 30 Nov 2018 Hastags #HeforShe #SheCanHeCan #BreakingStereotypes supported me My wife I am a Chef #BreakingStereotypes Bader NajeebProfession should not be divided based on gender. When it comes to profession in UAE, its believed that men should be in certain fields that are tough and complicated. Examples are directing or managing organisations &. Women are more about details and men look at the larger frame of things.
- 12. Testimonial Campaign Stories Sharing Timeline 1 Dec 2018 - 31 Jan 2019 Hastags #WePledge #MakeaDifference #IamwithHer #RealWoman #RealMen #GrowingTogether #RealMen #GrowingTogether #HeforShe #IstandwithHer supported me My wife through depressionsupported me My wife through depression Sharing: Companies who took the pledge will share their success stories, reports, stats. Women sharing stories how her husband/Father supported and motivated them and men sharing stories of how women supported them
- 13. ResoursesBudget Plan Timeline 1 Feb 2018 - 31 Jan 2019 Video Designer Copywriter Visual Designer Social Media Specialist SEO (If Needed) 2 2 1 1 1 Type of Campaigns Target Paid Organic 70k 130k Percentage 30-40% 60-70% Channels Target Engagement Top Influenzer X 2: 20,000 Medium Influenzers X 5: 10,000 Snapchat Geofilter: 11,000 Events + Miscellaneous: 11,000 Total Budget/Month: 4,025.5 Total Budget/Year: 48,306 Facebook Twitter Instagram LinkedIn Google DIsplay Marketing Remarketing (Facebook & Google) 3500 3500 3500 3500 10,000 50,000 Total Cost 1284 640.5 1284 350 367 100