The "Refreshing the 'Love Shouldn't Hurt' Campaign" aims to enhance reach and engagement by optimizing various media strategies. One of the strategies focuses on optimizing the media mix by conducting audience analysis to inform budget allocation across traditional and digital channels. This includes using programmatic advertising to target specific demographics and negotiating deals with media partners. For example, utilizing radio and local newspapers can effectively reach communities with limited digital access while engaging communities through impactful video content on social media platforms.
Another strategy involves fostering cross-platform conversations. This is achieved by creating hashtag challenges on social media and partnering with influencers to promote personal stories, which can increase follower engagement. Hosting virtual panel discussions with experts and survivors fosters public discourse, while user-generated content initiatives encourage personal sharing. Conducting regular Q&A sessions on live platforms maintains dialogue and ensures active participation in the campaign topics.
Lastly, the campaign seeks to leverage innovations and free opportunities through unique approaches like augmented reality experiences and guerrilla marketing. By creating a mini-docu-series on free video platforms, the campaign enhances storytelling. Partnering with educational institutions for seminars and aligning with pertinent national or international observances can broaden the campaign’s impact and increase engagement.
The strategies
⛳️ Strategy 1: Optimise media mix
- Conduct a thorough analysis of audience media consumption habits
- Allocate budget to a balanced mix of high-impact traditional and digital channels
- Leverage programmatic advertising to target niche demographics efficiently
- Negotiate value-added deals with media partners for additional exposure
- Utilise radio and local newspapers to reach communities with limited digital access
- Incorporate TV spots during community-focused programming
- Develop short, impactful video content for social media platforms
- Utilise email newsletters to reach existing supporters and amplify messaging
- Schedule campaign launches at high-traffic media times
- Track success metrics and adjust the budget allocation accordingly
⛳️ Strategy 2: Foster cross-platform conversations
- Create an interactive hashtag challenge on popular social media platforms
- Partner with influencers to share personal stories and engage followers
- Host a virtual panel discussion with experts, survivors, and campaign spokespeople
- Develop user-generated content initiatives that encourage personal sharing
- Utilise social listening tools to monitor and participate in relevant conversations
- Incorporate call-to-action messages that encourage public discourse
- Engage with online communities and support groups related to campaign topics
- Launch a campaign blog series to drive detailed engagement with topics
- Coordinate with allied organisations for cross-promotion opportunities
- Conduct regular Q&A sessions on live platforms to maintain active dialogue
⛳️ Strategy 3: Leverage innovations and free opportunities
- Implement augmented reality experiences that convey campaign messages
- Create a mini-docu-series released on free video platforms for storytelling depth
- Use guerrilla marketing techniques in public spaces for impactful visuals
- Partner with schools and universities for educational seminar opportunities
- Participate in public events to distribute campaign merchandise
- Align with national or international observances focusing on related themes
- Use petitions or pledge drives to build community ownership of the campaign
- Host contests or giveaways that align with campaign values to boost engagement
- Utilise open-source platforms to release campaign materials for wider reach
- Engage with media outlets for earned media opportunities by providing expert insights
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
