Young Lions 2017
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This document proposes using virtual reality videos to educate the target audience about not feeding wild animals. It suggests creating three 360-degree videos from the perspective of three wildlife animals that encounter people trying to feed them. The videos would be distributed on YouTube and Facebook using targeted advertising to reach people interested in nature, animals, and national parks. Pop-up messages in the videos would explain why feeding wild animals is harmful. The goal is to use virtual experience and empathy to help people understand the perspective of the animals and discourage feeding them. The campaign is estimated to reach over 1.5 million views and generate significant engagement on social media.
Young Lions 2017
- 1. See The World Through Their Eyes Ece Erman H端rrem Sultan Atay
- 2. People, out of goodwill, tend to leave their extra food for wild animals to eat without knowing this is bad for the animals Raising awareness that eventually leads them to stop Feeling sorry for the animals Bonding with animals Wasting food is bad, might as well feed the animals There are starving kids in Africa This instinctively became our cultural behavior problem challenge objective We dont KNOW its bad!
- 3. Roots of this cultural behavior start from empathy They feel sorry for the animals because they think about how they would feel if they were hungry themselves this empathy can turn into our advantage to make people see through the animals eyes feel through the animals hearts experience their perspective a different kind of empathy insight
- 4. target audience (might) have a family spends time w/ loved ones needs to take a breather doesnt have time for long vacations likes to escape the city for a day to national parks or wetlands respects nature likes to relax loves animals takes photos
- 5. touch points watching animal videos researches parks & nature funny & cute interesting documentary where how to go place to relax nature photographysocializing meeting friends social media jogging, hiking & trekking event&festivals nature activities picnic
- 6. communication strategy strong targeting awareness through virtual experience 360属video big idea Targeting through; Content they like Location Daypart Designed to give our key message of dont feed the wild animals via the virtual experience of seeing through the eyes of the animals in the beatiful scenery of the national parks see with their eyes feel with their hearts empathy
- 7. 3 videos through the lens of 3 different wildlife animals that meet different people who try to feed them & who warn against it YouTube 360属 Video Programmatic Targeting Content targeting their interests Location targeting national parks Daypart afternoon Youtube Trueview Gorgeous scenery & nature Pop-up messages in the video about why its not OK to feed them Relaxing ambient sounds execution
- 8. Result and measurement 15-Day Campaign Budget: 200.000 Trueview Users around national parks who watched our video 500K Users through related content targeting 1M Engagement* of WWFs post of the video 1K Share *Engagement: comment & share 5K Like Facebook Sponsored 1,5M View 6K Engagement
- 9. thank you