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The Candidate
ONLINE EXECUTION
Campaign Objectives:




Encourage political change by identifying
individuals with strong leadership
potential and actually letting the people
decide in a clear and transparent manner
who they feel is fit to fill in the leadership
positions.
CAMPAIGN INSIGHTS

Target audience: Kenyans Primarily between the ages
 of 18-45. (Rural, Peri-urban, urban)

Audience motivators: Create an opportunity for them
 to decide who they deem fit to take over a leadership
 position. New face will hopefully bring much needed
 change.

Online Intermediaries: Existing blogs with similar
 interests.
The Basis Behind our Ideas

Innovate around Targets audiences needs using digital
  technologies that can be easily adapted and that can
     work for the concept behind “The Candidate”.

                             Digital Insights:

                             1,000,000+ Kenyan’s on Face book
                             35,000 + Kenyans on twitter
                             7.5 million Kenyans on the Internet
                             as of February 2011
The Need

They feel the need to have new faces behind Kenyan’s
 politics.

Their trust has been broken when it comes to
 transparency behind elections.

Everybody who feels that they can step up and take up
 a leadership position should be given a chance and
 forum to prove themselves.
Digitals Crucial Role


Create a centralized platform for the target audience to engage
  with each other as well as with the contestants.

Create a centralized platform that will showcase
  transparency of the concept behind the show.

Create a platform to share information related to the
  show.

Create an online experience for those who are unable to
 watch the show in real time.
Digital Roadmap…
                                          The        1. Create awareness
                                       Candidate
                                                     –start the
                                      Social Media
                                        presence     conversation.


4. Online Polls/                        THE
                                    CANDIDATE
Ratings.
                                       “Create
                      Digital       Digital assets        Online
                   innovations.      to engage          Community
                                       Target
                                      audience                      2. Build the
                                        with”
                                                                    online
                                                                    community.


                                         Online
          3. Create a movement         Activations
          –community support
          for Contestants . Build
          online Presence for
          contestants
1. Create awareness

 Start the conversation with
  those who influence the
  online conversations.
  (Bloggers/Twitter)
 Engage with online
  influencers who share
  common interests with the
  concept behind the show.
 Create social media
  presence. (Owned Media)
 Bought Media
2. Build the Online Community

The Candidate Online Forum:

Will bring together people who share one centralized idea
 which is the “The concept behind the Candidate.”

Create an opportunity to have centralized co-creation with
  target audience.

Creates an opportunity to disseminate information in a
  more centralized manner which everybody can access.

Examples of similar existing platforms:
http://www.mashada.com/
http://www.mpskenya2007.org/chats-and-forums/
Functionalities of proposed platform:
 Creation of user accounts.
 Candidates profiles and links to social sites.
 Information centre.
 Blogs.
 User generated communities.
 Social plug-ins for sharing.
 Online voting can be an option.
 Chat facilities (Optional value add)
3. Create the movement

 Push content generated by the show and by the contestants on these platforms..




•Encourage Target audience to create their own online support communities within
our platform for candidates they support. ATL & BTL communication should also
help direct traffic to our online communities.

•Real time posts from social communities can be integrated with the show.

•The candidate will engage with target audience within the social communities.
(one on one response)
For the Individual Candidates:

Squad Digital can advise on how to go about creating their own online
  presence. Digital enabling kits.

Social plug-ins can be an added feature of their profiles, for those interested in
  connecting with the candidates.

We recommend:
 Facebook Profiles
 Twitter
 Linkedin Profiles
 Youtube channels.
4. Online Polls/Ratings




                     At critical points during the show sponsored polls
                     would create hype prior to results being officially
                     announced. Face book polls are transparent/real
                     time and it would also value add to content of the
                     show seeing how candidates activities contribute
                     to their ratings.
5. Mobisite


                              Mobile devices represent the biggest
                              mass reach digital medium in the
                              country.




A simple news delivery tool
that can be accessed by
anyone with a WAP enabled
phone. Mechanism RSS feeds.
(Discussions/blog posts/
candidate news/search)
Bought Media
NOTE: Agency will create a media schedule and provide client with thirds party analytics for online ad
campaign.




                                                                    Media spend window
Properties:
1. Google
2. Facebook                                                           Pre Finale
                                                                                      Pre Launch
                                                                        hype


                                                                        Call to         Call to
                                                                     action (vote    action (vote
     Google banners/       Facebook                                    for 10)         for 47)
     Google Adwords        Banners



                                                                 Total Budget allocation
                                                                 $20,000/50 day bursts on both
                                                                 platforms
In the end

 “The candidate” will own an online community who
    are interested in the concept behind the show.
   Online presence will create a platform for the show
    to push content.
   Online presence gives transparency and credibility to
    the show.
   Increased reach.
   Data base creation from the online community.

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The candidate 30 3 2011

  • 2. Campaign Objectives: Encourage political change by identifying individuals with strong leadership potential and actually letting the people decide in a clear and transparent manner who they feel is fit to fill in the leadership positions.
  • 3. CAMPAIGN INSIGHTS Target audience: Kenyans Primarily between the ages of 18-45. (Rural, Peri-urban, urban) Audience motivators: Create an opportunity for them to decide who they deem fit to take over a leadership position. New face will hopefully bring much needed change. Online Intermediaries: Existing blogs with similar interests.
  • 4. The Basis Behind our Ideas Innovate around Targets audiences needs using digital technologies that can be easily adapted and that can work for the concept behind “The Candidate”. Digital Insights: 1,000,000+ Kenyan’s on Face book 35,000 + Kenyans on twitter 7.5 million Kenyans on the Internet as of February 2011
  • 5. The Need They feel the need to have new faces behind Kenyan’s politics. Their trust has been broken when it comes to transparency behind elections. Everybody who feels that they can step up and take up a leadership position should be given a chance and forum to prove themselves.
  • 6. Digitals Crucial Role Create a centralized platform for the target audience to engage with each other as well as with the contestants. Create a centralized platform that will showcase transparency of the concept behind the show. Create a platform to share information related to the show. Create an online experience for those who are unable to watch the show in real time.
  • 7. Digital Roadmap… The 1. Create awareness Candidate –start the Social Media presence conversation. 4. Online Polls/ THE CANDIDATE Ratings. “Create Digital Digital assets Online innovations. to engage Community Target audience 2. Build the with” online community. Online 3. Create a movement Activations –community support for Contestants . Build online Presence for contestants
  • 8. 1. Create awareness  Start the conversation with those who influence the online conversations. (Bloggers/Twitter)  Engage with online influencers who share common interests with the concept behind the show.  Create social media presence. (Owned Media)  Bought Media
  • 9. 2. Build the Online Community The Candidate Online Forum: Will bring together people who share one centralized idea which is the “The concept behind the Candidate.” Create an opportunity to have centralized co-creation with target audience. Creates an opportunity to disseminate information in a more centralized manner which everybody can access. Examples of similar existing platforms:
  • 12. Functionalities of proposed platform:  Creation of user accounts.  Candidates profiles and links to social sites.  Information centre.  Blogs.  User generated communities.  Social plug-ins for sharing.  Online voting can be an option.  Chat facilities (Optional value add)
  • 13. 3. Create the movement  Push content generated by the show and by the contestants on these platforms.. •Encourage Target audience to create their own online support communities within our platform for candidates they support. ATL & BTL communication should also help direct traffic to our online communities. •Real time posts from social communities can be integrated with the show. •The candidate will engage with target audience within the social communities. (one on one response)
  • 14. For the Individual Candidates: Squad Digital can advise on how to go about creating their own online presence. Digital enabling kits. Social plug-ins can be an added feature of their profiles, for those interested in connecting with the candidates. We recommend:  Facebook Profiles  Twitter  Linkedin Profiles  Youtube channels.
  • 15. 4. Online Polls/Ratings At critical points during the show sponsored polls would create hype prior to results being officially announced. Face book polls are transparent/real time and it would also value add to content of the show seeing how candidates activities contribute to their ratings.
  • 16. 5. Mobisite Mobile devices represent the biggest mass reach digital medium in the country. A simple news delivery tool that can be accessed by anyone with a WAP enabled phone. Mechanism RSS feeds. (Discussions/blog posts/ candidate news/search)
  • 17. Bought Media NOTE: Agency will create a media schedule and provide client with thirds party analytics for online ad campaign. Media spend window Properties: 1. Google 2. Facebook Pre Finale Pre Launch hype Call to Call to action (vote action (vote Google banners/ Facebook for 10) for 47) Google Adwords Banners Total Budget allocation $20,000/50 day bursts on both platforms
  • 18. In the end  “The candidate” will own an online community who are interested in the concept behind the show.  Online presence will create a platform for the show to push content.  Online presence gives transparency and credibility to the show.  Increased reach.  Data base creation from the online community.

Hinweis der Redaktion

  1. The pre- launch spend will take 2/5 of the entire budget ( objectives