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