SKELETONS: Animals Unveiled! Identifying the campaign’s target audience and key messaging

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Skeletons: Animals Unveiled is a one-of-a-kind museum located in the middle of a booming tourist district, I-Drive 360 entertainment complex. The Orlando, Florida location is the largest of the Villemarette family’s two skeletons museums. The museum was brought to Orlando in hopes to share Jay’s passion for osteology with other families from all around the world. Located in the most visited destination in the United States, the I-Drive 360 complex and surrounding areas is host to a number of other popular activities and attractions. However, a key struggle for the museum is finding the right mix of advertising and awareness tactics to increase foot traffic. A solution to this particular challenge is to build brand awareness through a new comprehensive social media advertising strategy.

skeletons_logo_real_rhino_20150326This past summer I had the pleasure of working with this client providing research analytics as an intern for a local advertising agency. I got to meet with the general manager and learn information about the company, its vision and history about the museum. In order to help the client with the lack of audience traffic to their attraction, myself and the entire team of interns conducted intercept surveys on-site at I-Drive 360, surveying random visitors of the complex asking questions on why they were visiting today and how they heard about the complex or Skeletons. We collected a total of 56 respondents. Of those 56 collection responses, 8 had visited/planned to visit Skeletons, and 14 said that although they had not planned to visit and had not been before, they were interested in visiting in the future. This group of 22 (39%) people makes up the target group. Seven in ten (68%) of those surveyed who are interested in visiting and/or who have visited Skeletons: Animals Unveiled are female.

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Advertising is all about ensuring the right people here the right message. By breaking our audience into locals and visitors/tourists’ prospects, we can ensure that Skeletons’ message is communicated effectively through the use of social media networks. By doing this we can tailor our advertising efforts and budget to speak to one audience specifically, maximizing reach and frequency in an effort to get our consumer to take action and visit the museum.

This social media campaign will target females, ages 25-50, accompanied with family and/or children and will create top of mind awareness for Skeletons emphasizing educational and entertainment opportunities and will share a voice within the I-Drive 360 tourism market through the use of social media channels.

 

 

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How Dove Strategically created their Beauty Movement #MyBeautyMySay

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Dove’s mission has always been about women and how they feel about their beauty needs. On its website, Dove believes beauty should be a source of confidence, and not anxiety. Their vision is to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential. To reach this goal, Dove created the Dove Self-Esteem Project in 2004 to help the next generation of women feel happy and confident about the way they look. In 2015 they successfully reached 17 million young people (primarily girls) with their self-esteem education project.

In order to create the #MyBeautyMySay campaign for women, Dove also completed a global research study to figure out what and how women think about their beauty and body. Their research showed that only 4% of women around the world consider themselves beautiful, and 72% of girls feel tremendous pressure to be beautiful. 4%!!! This became a huge problem for Dove. Through their research and Dove Self-Esteem Project, they knew they had the potential to create such a strong campaign that would speak volume for women around the world dealing with the stress from society on what beauty really is.

To solve this problem, Dove introduced their newest campaign My Beauty My Say in 2016. “Somewhere along the way, it has become the norm to judge women based on their appearance. Dove created #MyBeautyMySay because we believe a woman’s beauty should not be used to belittle her achievements — instead, her beauty should be celebrated on her terms,” Jennifer Bremner, Dove’s marketing director, said in a statement. “We want women to challenge this behavior that has unfortunately become commonplace in our society. We are giving all women a platform to speak out and join us to change the conversation.”

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In order to reach women around the world to spread this message, Dove created videos spread all over TV and social media channels like YouTube, Facebook and Instagram. Dove incorporated a special hashtag to enhance the message, #MyBeautyMySay so that it can be spread throughout social media outlets, join in on conversations through their website and unify women spreading the message.

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Before even researching this campaign, I had seen the videos on Facebook and immediately felt a connection with the message Dove was creating. I too am a woman who has felt the pressure from classmates, family and colleagues about my physical appearance. For years I had struggled with feeling confident about my body, and have always felt the negative backlash from men commenting on my beauty in a more sexual manner, which is EXTREMELY inappropriate. When I started researching more about this campaign, I really felt a connection with the information found on their website. Not only does Dove do a tremendous job at fighting this beauty issue, they also feature stories from other women and how they have overcome their stress and pressure and turn it into inspiration for women around the world. Reading these stories made me feel inspired to overcome my self-confidence and brand myself as a beautiful woman, no matter what anyone says. All these reasons show just how successful Dove strategically planned this campaign into a great success.

What’s Up with WhatsApp?!

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Roaming charges from international phone calls are a thing of the past. WhatsApp is now the No. 1 choice for sending and receiving text messages, phone calls and video messages. According to Brantley (2014), at a time when most US carriers where charging minimal amounts for SMS, but overseas, the fees could reach as high as 65 cents per message. But now with the invention of WhatsApp, this chat app allows you to contact your friends and family for free (data charges may apply).

Started in 2009, creators Brian Acton and Jan Koum came up with the idea to create this social app right when the development of new apps were about to explode through Apple Store. They decided to call it WhatsApp since it sounded like What’s Up, the most common message sent through text message. When the app officially launched, Koum and Acton had no idea WhatsApp would grow an incredibly amount of users. By Early 2011, WhatsApp was in the top 20 apps in Apple’s US App Store. In December of 2013, WhatsApp had reached up to 400 million active users, and they kept growing from there. With their increased popularity, Facebook purchased WhatsApp in February 2014 for $19.3 billion. According to Wikipedia, as of February 2016, WhatsApp has reached over 1 billion active users, making it the most popular messaging app.

whatsappstatistics-1Numerous amounts of case studies have been done on WhatsApp explaining the tremendous marketing opportunities for businesses to reach their consumers, or in other words, B2C marketing tactics. The best reasons WhatsApp is successful for organizations is due to it being cost free, algorithm free, having an easy to use platform and end-to-end encryption, meaning all conversations are private and secure. It’s no wonder why organizations are choosing to place their ads and connect with consumers through WhatsApp. Many organizations have created channels to connect with people and inform them in chat room style forums. For instance, BBC reached over 25,000 subscribers through their WhatsApp channel to receive Ebola crisis health alerts.

I personally love using WhatsApp and can honestly say it is the only way I am able to chat with my brother. My brother moved to Switzerland back in 2014, and realized in the first month of him being gone how expensive it was to text or call him when I received my phone bill. Once we heard about WhatsApp, we both downloaded it and started to easily talk to one another. To this day, we have never spent a penny contacting each other through WhatsApp, and always have clear and great audio/visual feed. I know I added to WhatsApp success once I informed everyone I knew about the app and how easy it would be for them to speak to their friends or loved ones overseas.

SOURCES:

  1. Brantley, Wade (2014, August 23). The Power of Simplicity: A WhatsApp Case Study. Retrieved from http://www.business2community.com/startups/power-simplicity-whatsapp-case-study-0983034#TW649rcaPcyRqP07.97
  1. WhatsApp (n.d.). In Wikipedia. Retrieved from September 30, 2016, from https://en.wikipedia.org/wiki/WhatsApp
  1. Smith, Craig (2016, August 29). WhatsApp Statistics. Retrieved from http://expandedramblings.com/index.php/whatsapp-statistics/

My Beauty My Say – How Dove Is Standing Up For Women

It’s not uncommon for a woman to feel uncomfortable about her appearance. Even I have always wanted to change something about myself, and always used makeup to enhance my beauty. That meant I never went anywhere without makeup on. Over the years, Dove has been aspiring women to believe that beauty should be a source of confidence, not anxiety. And their new “My Beauty My Say” campaign does just that. Dove created this campaign in hopes that women will define their beauty on their own terms other than what society tells them to think. Currently their website features stories from other women around the world and how they stood up for their own beauty. They also encourage other women to stand up for themselves by sharing their story using their hashtag #MyBeautyMySay.

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Dove’s global research shows that only 4% of women around the world consider themselves beautiful. For women the pressure is always on to look beautiful. Dove works hard on trying to change that personal image we each hold on each other. Dove started a self-esteem project in 2004 to help the next generation of women grow up feeling happy and confident about the way they look. And they have been working rigorously towards this goal. In their current campaign, they ask women to be a part of their beauty movement by posting their own conversation on their website, or through their social media channels such as Facebook, Instagram and Twitter.

I believe Dove has created a very successful social media campaign and their blog shows how they have been meeting their companies goal. When scrolling through campaign page, I noticed a headline titled “An athlete’s beauty is her say”. Intrigued, I clicked on the “have your say” button offered. This section shows several messages from the media judging female athletes based on their looks. To counteract this negativity against women, Dove created a social media content curation method that allows you to respond directly to the quoted response via Twitter. When you click on “respond to this quote”, a new tab shows up allowing you to retweet the exact negative response back to the perpetrator, including content ready to respond back like “Judging a female athlete’s appearance isn’t OK.” I thought this strategy was extremely strategic by taking their audience right to the source of this issue.

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This campaign uses such persuasive messaging strategies that even I felt compelled to share my own opinion. I have learned to love my curves, and accept that I will never be a size zero. I am OK that I am almost always going to be taller than any of my other girlfriends. As a young girl I used to hate the freckles I had all over my face. I now love my freckles and chose to stop using foundation to hide them unlike all the contouring and foundation tutorials are telling you to do. I too stood up to express a feeling towards my own beauty. Continue reading