This document outlines a social media campaign for a nonprofit organization called INDIFESA. It includes target audiences like busy mothers and radical chics. The campaign aims to increase brand awareness, lead generation, and engagement through channels like Facebook, YouTube, blogs and Twitter. Content will focus on culture, rewards and information. Goals include 10,000 Facebook likes and increasing fundraising. A provocative viral video is planned along with guerrilla marketing events in Milan and Rome. The budget is 30,000 euros.

2. 5. BUDGET
2. SOCIAL MEDIA CAMPAIGN
- IDEAS & GOALS
- TARGET MARKET
- CUSTOMER PERSONAS
- CONTENT
- CHANNELS
- GOALS / KPI
- FB
- YOUTUBE
- WEBSITE
- TWITTER
- PINTEREST
1. ABOUT THE COMPANY
3. VIRAL VIDEO
4. OFFLINE CHANNELS

5. SALES
A CORRECT USE OF THE SOCIAL MEDIA
CHANNELS CAN BE DIRECTLY LINKED TO
THE INCREASE OF FOUNDRAISING BY
GENERATING LEADS THROUGH SALES
OR DONATIONS WHICH ARE ACTIVATED
ONLINE AND OFFLINE.
• FOUNDRAISING GOAL: 400.000
COMMUNICATION
ENCOURAGING ONGOING ENGAGEMENT
COMMUNICATING INDIFESA PERCEPTION
AND KEY CAMPAIGN MESSAGES
COMMUNICATE UPDATES
ENCOURAGING DIALOGUE TO FIND OUT
MORE ABOUT INDIFESA
REPUTATION MONITORING AND
MANAGEMENT
CUSTOMER SERVICE
• SIMPLIFY ONLINE
DONATIONS PROCESS
• PROVIDE TRACKING
POSSIBILITY FOR EACH
DONATION
AWARENESS

6. are WOMEN
63%
40%
from NORTH-WEST ITALY
Age: 40-55
At least
1 DIPLOMA
Mid, mid-high
INCOME
12%
90%
are FAMILIES
donate via WEB

8. STATUS: Divorced, 2 kids, 2 pets
POSITION: University Professor
ACTIVITIES: Cooking, Research
INCOME: Mid-high
PAOLA, 42
MILAN
REASONS: “Wants to feel useful”
VALUES: Protection, FamilyCare
TECH: FB, LinkedIn, Giallo Zafferano Blog
THE BUSY MOTHER

9. INCOME: Mid-high
CLAIRE, 53
ROME
REASONS: “Ethic Lifestyle"
THE RADICAL CHIC
POSITION: Architect, Freelancer
STATUS: Single, aunt of two
TECH: FB, Instagram, Pinterest, Twitter,
Kindle Books, www.repubblica.it
VALUES: Open minded, community sensitive

10. STATUS: Married, father
POSITION: CEO of a company
with branch in India
INCOME: very high
FRANCESCO, 55
TURIN
REASONS: “Has money to spare”
VALUES: Work Driven, Traveller
TECH: FB, Twitter, LinkedIn, News Feed,
www.sole24ore.it
THE TOUGH NUT

11. BRAND AWARENESS
LEAD GENERATION
ENGAGEMENT

12. REQUIREMENTS
Analysis
Consistency
Dedication
Improvement
TONE OF VOICE
Calm
Smart
Polite
Close
Specifications

14. Providing great content will allow INDIFESA to improve its performance, its SEO and
therefore, its awareness.

15. Deliver quality content is the key, but between the “star content” we can deliver
some content in quantity to keep the audience tuned.

16. INFORMATION
INFO & FOLLOW UP OF ACTIONS TO SHOW TRANSPARENCY, HAPPY ENDING
STORIES, REAL CASES…
REWARDS
RECEIPES, DIY TUTORIAL, BEDTIME STORIES AND
FILL OUT DRAWINGS FOR KIDS, CONTEST.
CULTURE AND LIFESTYLE
NATIONAL HOLIDAYS, TIPS FOR TRAVELLING, LANDSCAPES, INSPIRING AND
TRADITIONAL QUOTES.
Suggested topics

19. To gain 10.000 likes
To follow 100 relevant accounts
To earn 5.000 followers
Increase the level of engagement
Keep track of the competition
To earn 1.000 subscribers
To make the video viral
To attract prospects
To increase the engagement
Analyze the community
Increase the fundraising
To use pinterest more
To create more boards
To increase the followers
to 1.000

20. Daily schedule
9.00 Culture & Lifestyle
12.00 Reward
15.00 Information
18.00 Mix
Targets
4 post per day
Increase the engagement
Gain likes
Measurement
Use Facebook Insights to see in what topics
people are interacting and analyze the
community in order to improve the content.
Steps
Create a new page
Improve the content
Promote the content by boosting it
investing in advertising or through
other social media
Framework

21. Time allotted
2 hours / week to collect materials
15 minutes / week to engage
Targets
4 videos per month
(2 recipes, 1 DIY, 1 doc.)
300 visits to the web & new
blog over 3 months
Content
Keep the old content
Add the new topics
(recipes, DIY, viral video…)
Measurement
Use YouTube Analytics to check the impact
and virality of the main video.
Check the topics people watch the most to
improve the content and increase engagement
Steps
Organize the channel
Increase subscription & engagement
Improve the content
Promote the content
Framework

22. Time allotted
Daily blog post
4 hours / week for post arranging
1 hour to share in the other social media
15 min to engage
Targets
1 quality post per day
Increase the visits to the webpage
Measurement
Use Google Analytics and other tools to track
where people are coming from
Check what topic are more appealing to
improve the quality of the content
Steps
Integrate a blog
Create quality content
Share it in other social media
Create a Wall of Donors
Make donation more transparent
Framework

24. Increase the FOLLOWING
Improve the CONTENT
Improve the ENGAGEMENT

25. Time allotted
20 minutes a day to post links on Hootsuite or similar
15 minutes a day reading feed and engaging
1 hour / week building up follower list
Targets
• Post 6 Tweets a day + daily interaction
• Get 4 retweets/favourites/mentions
per week
• 150 visitors to the web via Twitter
Measurement
Hootsuite reports integrated
with Google Analytics
Tweetreach
Twitonomy
Responsabilities
Write and post tweets, build up
follower list and engage
Framework

26. Time allotted
2 hours / week to gather images
15 minutes / week to repin others
Targets
1-5 images per day
300 visits to the web & new
blog over 3 months
Measurement
Pinterest Analytics
checked every two weeks
Suggested boards
Repin: Giallo Zaferano, National Geographic,
Telefono azzurro….
Make new boards with the new suggested
content topics
Steps
Use it more!
Increase following & engagement
Create new boards
Framework

27. INDIFESA 2014

28. Sexy
female
bodies
Several skin
colors
Black screen
+
Message
Pictures
Black screen
+
Message
Attract
attention
No racial
boundaries
Create
suspense
Create shock
Warn people
Call of action
THE STAGES

29. ACTANTS
OBJECT Fundraising
SENDER Indifesa
RECEIVER Everybody
SUBJECT Indifesa
HELPER Sexy girls
OPONENT Real scenes
ELEMENTS
MANIPULATION Attract viewers
COMPETENCE Sexy women
PERFORMANCE Reality
SANCTION Call of action

30. Emotions

31. BARBARA D’URSO
POMERIGGIO CINQUE
FIORELLO
VALENTINA VEZZALI
BENEDETTA PARODI
MOLTO BENE

32. Guerrilla marketing action
We developed a simple Guerrilla
Marketing action, related to the
viral video and the rest of the
campaign, to make people think
in what’s going on.
MILAN & ROME

35. Total: 30.000 €
MAKING OF THE VIRAL VIDEO 5.000€
ONLINE ADVERTISEMENT 5.000€
PROMO FB (FOR 30 DAYS) (10EURO/DAY) 1.000€
PROMO TWITTER (FOR 30 DAYS) (10EURO/DAY) 1.000€
GUERRILLA ACTION (MILAN AND ROME, 4 SATURDAYS)
4 BANNERS FREE
8 HOSTESS (100EACH/DAY) 6.400€
MAKING-OF 2000 €
GENERAL MERCHANDISE 8.600€
SOCIAL MEDIA ANALYTICS 1.000€
SOCIAL MEDIA MANAGER -

36. CREDITS
Elisa Casavecchia
Ilaria Cascione
Cristina Munoz
Virginia Sgargi
ELISA CASAVECCHIA
ILARIA CASCIONE
CRISTINA MUNOZ
VIRGINIA SGARGI
Project by