際際滷

際際滷Share a Scribd company logo

Pouring my heart out!

Download as PPTX, PDF
S
Sulagna Das

The document provides summaries and critiques of two past social media campaigns, and proposes alternative approaches. For Del Monte's #DontBeASucker campaign, the author suggests focusing on positive stories of achievement using hashtags like #WishIt #WillIt #CanIt. For Whisper's #OwnThose5Days campaign, the author argues it promotes an unhealthy stereotype and instead proposes #TakeCareOnThose5Days and #ToFaceTheNatural #BeNatural, emphasizing self-care during menstruation. Suggestions include user-generated content, doctors' advice, and engaging fathers and mothers-in-law.

1 of 11
Download to read offline
Pouring my heart out! BY SULAGNA DAS
Social media campaigns in the past three years that Ive hated & why! 1. Del Montes #DontBeASucker 2016: I find it to be the same as a person talking dirty about another person just to glorify himself! Negative vibes totally! Rather, why not take the positives of oneself and speak about it straight. Or even, play reverse psychology! 2. Whispers #OwnThose5Days 2016: Whisper has been talking about girls/women overachieving even during their periods, ever since! Not only through social media but also through their mainline campaigns. And theyve been targeting women professionals or girl performers. Leaving out on the first timers. Thats a huge TG!
What I would do differently for the same brief! Del Monte: Brief According to a Neilson market research, Daburs Real leads the packaged juices market with a share of 54%, followed by PepsiCos Tropicana at 33%, Paper Boat at 1.5% and Del Monte only at 0.6%. Del Monte India, although having a wide range of unique flavours was still lagging way behind the competition because of a lack of brand awareness among the youngsters as well as a general tendency of the consumers to go for more popular flavours, like mango, orange, pineapple etc. Del Monte was looking to increase its market share and to build a strong TOM recall by making a bold statement to connect with todays youth. My Idea Emphasise more on the hashtag - #CanIt. It would be a positive approach. Encouraging the youth that if they wish for something and have enough will power then they can do it. Stories based on #WishIt #WillIt #CanIt Eg: Success stories of start-up entrepreneurs, rural kids with achievements in scientific inventions, first transgender police officer, etc. These stories are in line with the brand because these are rare, lesser known but of high value!
Cont... Design Idea 1. Image of a successful entrepreneur giving a speech, with the Del Monte canned juice as the mic in his hand! 2. Image of the first transgender police officer with Del Monte canned juice as the gun in the holster! 3. Image of the rural kid with achievements in scientific invention, looking through the Del Monte can as if it was a binocular! Del Monte - #WishIt #WillIt #CanIt Association Idea Sponsor/Co-sponsor Paralympics! Concept Note Paralympics is all about what people can do if they have enough will power! This would go so well with the brand hashtags #WishIt #WillIt #CanIt. Lots and lots of instances, with the various Paralympics participants & champions can be talked about and full-fledged campaign can run before the Paralympics!
My Idea 1. Campaign #TakeCareOnThose5Days 2. Campaign #ToFaceTheNatural #BeNatural Concept Note Why is it that women have to be on the run even during their periods? In the process of breaking the stereotype, we are creating a new stereotype! That women need to overachieve even during their periods! It is a biological process. Not absolutely necessary to be meddled with! Theres a lot of blood loss, which makes the female body weak. Not to mention the nerve wracking cramps most females experience! Whats the harm in taking rest? Whats the harm is taking care of someone whos going through it? Unless, theres an occasion like a patient is to lose his life & the female doctor needs to save him, or a female bomb diffuser needs to diffuse a bomb! What about focusing on the first timers? Why not educate them in a better way about whats to come and how to handle it! Why is there never a home maker in the ads? Are they not worth using Whisper? Also, why leave out on new mothers? Cont... Whisper
Cont... Engagement Idea for FB/Twitter 1. Our society is still male dominated. We hush up period talks. Why? Lets ask the fathers, the first hero of every daughter, how they would take care of their daughters when shes on her first periods! Whats the extra care he would take? Talking openly will also help bridge the gap between the genders as well the generation! 2. Do all mothers-in-law do cruel stuff with their daughters-in-law? No? Then lets ask them how they would take special care of the daughter-in-law whos just had a baby. 3. Lets #TakeCareOnThose5Days for our house-maids even! Shes on her periods and shes not only doing the chores around your house but five other houses as well! Can we at least help her out with some food, water, tea? 4. It is a wrong concept that home makers dont need rest! They manage the whole house, the daily routine of the full family. And thats quite a task! Lets ask the family members how they would take care of her say, by ordering out? Or getting some savouries for her sweet tooth? Whisper - #TakeCareOnThose5Days
Cont... Idea for FB/Twitter 1. Encourage taking rest during the days of periods. Because, every girl is not well built, or has the stamina to run around on the field while shes on her periods! 2. Encourage taking a day off and relax, because some females have a more complex biology which makes the periods even worse! 3. Talk about the DOs & DONTs for a first timer! Lets talk to her and educate her the right way. Microsite 1. UGC Through the Social Media Channels we ask people about their stories on how they handled their first time, and publish those on a microsite. 2. UGC How women manage to take some rest and yet do the pending or absolutely necessary work they have in hand! Management skills! 3. Doctors Speak Bites of specialists on what to eat or drink, how to take care of the problems like period pain, cramps, etc. Whisper - #ToFaceTheNatural #BeNatural
Blog post for the Durex blog that features Salman Khan, KRK and a Delhi Boy. Concept Durex stands for Durability, Reliability and Excellence. Hence, along with mentioning Salman Khan & KRK, tried to bring in the essence of these words as well! Blog The Boy who Dured! Why such a Name? Dured as in merging two words Durex & Dared.
Concept for an Instagram sponsored post that features a man with a wolfs head. Concept A man with a wolfs head is an example of an outlaw. And hence, if one is an outlaw, he has to face his fears upfront. All the criticisms, allegations, rejections, attacks are on his face by everyone who is accepted as a normal person in the society. The Instagram Sponsored post can be that of a Rehab Centre. Post Copy can be Searching for your #pack? Come find your own people at <address of the Rehab Centre>. The #pack here refers to the wolf pack! The Rehab Centre can help people going through the same problem, by hosting therapy sessions that will help them overcome their fears and become better.
If I had access to Donald Trumps twitter handle for a day! 1. It was just a phase! I truly am #sorry for all my racist comments. And, @BarackObama is the #best President of the world, just like Albus Dumbledore was the greatest sorcerer in the world! #iamSirius. Sorry, scratch that! #iamserious! 2. I revoke all the allegations & restrictions I put on Muslims because ever since I havent been invited to a single #EidMubarak party! My Mutton #Biryani cravings have reached their heights now. 3. I think, the #GreenTea from @teameteas has finally purified me and gotten rid of the harmful free radicals! I would love to get some more from them but only as a gift, just like in 2016!
Thank you

More Related Content

Pouring my heart out!

  • 2. Social media campaigns in the past three years that Ive hated & why! 1. Del Montes #DontBeASucker 2016: I find it to be the same as a person talking dirty about another person just to glorify himself! Negative vibes totally! Rather, why not take the positives of oneself and speak about it straight. Or even, play reverse psychology! 2. Whispers #OwnThose5Days 2016: Whisper has been talking about girls/women overachieving even during their periods, ever since! Not only through social media but also through their mainline campaigns. And theyve been targeting women professionals or girl performers. Leaving out on the first timers. Thats a huge TG!
  • 3. What I would do differently for the same brief! Del Monte: Brief According to a Neilson market research, Daburs Real leads the packaged juices market with a share of 54%, followed by PepsiCos Tropicana at 33%, Paper Boat at 1.5% and Del Monte only at 0.6%. Del Monte India, although having a wide range of unique flavours was still lagging way behind the competition because of a lack of brand awareness among the youngsters as well as a general tendency of the consumers to go for more popular flavours, like mango, orange, pineapple etc. Del Monte was looking to increase its market share and to build a strong TOM recall by making a bold statement to connect with todays youth. My Idea Emphasise more on the hashtag - #CanIt. It would be a positive approach. Encouraging the youth that if they wish for something and have enough will power then they can do it. Stories based on #WishIt #WillIt #CanIt Eg: Success stories of start-up entrepreneurs, rural kids with achievements in scientific inventions, first transgender police officer, etc. These stories are in line with the brand because these are rare, lesser known but of high value!
  • 4. Cont... Design Idea 1. Image of a successful entrepreneur giving a speech, with the Del Monte canned juice as the mic in his hand! 2. Image of the first transgender police officer with Del Monte canned juice as the gun in the holster! 3. Image of the rural kid with achievements in scientific invention, looking through the Del Monte can as if it was a binocular! Del Monte - #WishIt #WillIt #CanIt Association Idea Sponsor/Co-sponsor Paralympics! Concept Note Paralympics is all about what people can do if they have enough will power! This would go so well with the brand hashtags #WishIt #WillIt #CanIt. Lots and lots of instances, with the various Paralympics participants & champions can be talked about and full-fledged campaign can run before the Paralympics!
  • 5. My Idea 1. Campaign #TakeCareOnThose5Days 2. Campaign #ToFaceTheNatural #BeNatural Concept Note Why is it that women have to be on the run even during their periods? In the process of breaking the stereotype, we are creating a new stereotype! That women need to overachieve even during their periods! It is a biological process. Not absolutely necessary to be meddled with! Theres a lot of blood loss, which makes the female body weak. Not to mention the nerve wracking cramps most females experience! Whats the harm in taking rest? Whats the harm is taking care of someone whos going through it? Unless, theres an occasion like a patient is to lose his life & the female doctor needs to save him, or a female bomb diffuser needs to diffuse a bomb! What about focusing on the first timers? Why not educate them in a better way about whats to come and how to handle it! Why is there never a home maker in the ads? Are they not worth using Whisper? Also, why leave out on new mothers? Cont... Whisper
  • 6. Cont... Engagement Idea for FB/Twitter 1. Our society is still male dominated. We hush up period talks. Why? Lets ask the fathers, the first hero of every daughter, how they would take care of their daughters when shes on her first periods! Whats the extra care he would take? Talking openly will also help bridge the gap between the genders as well the generation! 2. Do all mothers-in-law do cruel stuff with their daughters-in-law? No? Then lets ask them how they would take special care of the daughter-in-law whos just had a baby. 3. Lets #TakeCareOnThose5Days for our house-maids even! Shes on her periods and shes not only doing the chores around your house but five other houses as well! Can we at least help her out with some food, water, tea? 4. It is a wrong concept that home makers dont need rest! They manage the whole house, the daily routine of the full family. And thats quite a task! Lets ask the family members how they would take care of her say, by ordering out? Or getting some savouries for her sweet tooth? Whisper - #TakeCareOnThose5Days
  • 7. Cont... Idea for FB/Twitter 1. Encourage taking rest during the days of periods. Because, every girl is not well built, or has the stamina to run around on the field while shes on her periods! 2. Encourage taking a day off and relax, because some females have a more complex biology which makes the periods even worse! 3. Talk about the DOs & DONTs for a first timer! Lets talk to her and educate her the right way. Microsite 1. UGC Through the Social Media Channels we ask people about their stories on how they handled their first time, and publish those on a microsite. 2. UGC How women manage to take some rest and yet do the pending or absolutely necessary work they have in hand! Management skills! 3. Doctors Speak Bites of specialists on what to eat or drink, how to take care of the problems like period pain, cramps, etc. Whisper - #ToFaceTheNatural #BeNatural
  • 8. Blog post for the Durex blog that features Salman Khan, KRK and a Delhi Boy. Concept Durex stands for Durability, Reliability and Excellence. Hence, along with mentioning Salman Khan & KRK, tried to bring in the essence of these words as well! Blog The Boy who Dured! Why such a Name? Dured as in merging two words Durex & Dared.
  • 9. Concept for an Instagram sponsored post that features a man with a wolfs head. Concept A man with a wolfs head is an example of an outlaw. And hence, if one is an outlaw, he has to face his fears upfront. All the criticisms, allegations, rejections, attacks are on his face by everyone who is accepted as a normal person in the society. The Instagram Sponsored post can be that of a Rehab Centre. Post Copy can be Searching for your #pack? Come find your own people at <address of the Rehab Centre>. The #pack here refers to the wolf pack! The Rehab Centre can help people going through the same problem, by hosting therapy sessions that will help them overcome their fears and become better.
  • 10. If I had access to Donald Trumps twitter handle for a day! 1. It was just a phase! I truly am #sorry for all my racist comments. And, @BarackObama is the #best President of the world, just like Albus Dumbledore was the greatest sorcerer in the world! #iamSirius. Sorry, scratch that! #iamserious! 2. I revoke all the allegations & restrictions I put on Muslims because ever since I havent been invited to a single #EidMubarak party! My Mutton #Biryani cravings have reached their heights now. 3. I think, the #GreenTea from @teameteas has finally purified me and gotten rid of the harmful free radicals! I would love to get some more from them but only as a gift, just like in 2016!