donations by 5% make millennials aware of variety, and get...

2016 US Young Lions Competition Media Registration Number M-101-067

Many able-bodied people sympathize with the disabled, but few consider the social and economic implications of disabilities.

Variety, The Children’s Charity, seeks to provide mobility equipment for those that are otherwise unable to afford it, giving them the independence they desire.

The Children’s Charity also promotes the improved quality of life that comes with mobility, rather than the limitations of disabilities.

Increase Millennials’ donations by 5% by the end of the year (2016).

Make Millennials aware of Variety, and get them to engage.


Stand out from the norms of charitable messaging. Appear more naturally in the everyday routines of the target in order to drive Millennial awareness, communicate why the cause matters and spur involvement.

Millennials were born into a world of oversaturation and constant communication, frequently ignoring charitable messaging. 50% of Millennials said, “I avoid advertising [because] I feel like I’m always being marketed to.”*

*MINDSHARE POOL


Changing kids’ playtime is as easy as rounding up the cost of your coffee.

Spread Variety’s positive mission by printing their grantee’s artwork on paper coffee cups, and giving them the cup in exchange for the

spare change from a purchase..

There’s nothing more natural to a than

grabbing a .

When paying at the local coffee shop, Millennials will

be given the option to

and round their purchase to the nearest dollar.

In doing so, they will receive a new symbol of

.


“People buy products not only for what they do but

also for what they symbolize. Consumers use

products to construct and express desired identities.

Tastes can act as markers of social groups.”

JONAH BERGER, SOCIAL INFLUENCE PROFESSOR

:

UNLEASH THE CUPS

BUILD MOMENTUM

LEVERAGE GENEROUSITY

….

He visits his local coffee shot and orders his $4.70 latte. Barista Oliver asks if he’s interested in rounding off his change to the nearest dollar ($0.30). In exchange, Millennial Matt gets his coffee in a cup specially designed by one of Variety’s grantees.

Millennial Matt loves his new cup, and he shares a picture of his new accessory with his social media followers, with the hashtag #ChangeAtPlay.

MillennialMatt

MillennialMatt

Millennial Matt checks the like count on his post multiple times that day, and sees several social media influencers posting pictures of #ChangeAtPlay cups, building a community of Millennials for the cause.


UNLEASH THE CUPS BUILD MOMENTUM LEVERAGE GENEROUSITY

…


Millennial Matt is retargeted on mobile display & social media showing him videos of Sara, his cup-kid, walking for the first time.

This made Millennial Matt’s donation tangible to him.

Now part of their everyday routine, Millennial Matt and his friends go on a mid-day coffee break, interested in Sara’s latest cup design.


…


Millennial Matt and his friend stop for coffee

before going ice skating, both admiring Sara’s

latest cup design. Feeling festive, Millennial Matt

and his friend round up, donating an extra dollar

to help Sara have fun with her family during the

holidays.


Provides instant gratification from donation.

Out-of-Home

$1.5m*

Reach, influence, and interact with audiences based on user interests and behavior within their social worlds.

Social

Fosters relationship between donors and Variety’s grantees.

Digital


• Influencer posts• Retargeting• Contextual Retarget users who

have engaged with posts• Retarget users based on

• Include the charity’s hashtag on cups

• CTA encourages shares and interaction

$750k**

• Site Retargeting• Sequential Messaging

$750k**

*BASED ON PRE-NEGOTIATED RATES FROM LEADING OOH COFFEE CUP VENDOR**BASED ON PRE-NEGOTIATED RATES

Build buzz and excitement.

JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

ACCRUED DONATIONS

BUILD MOMENTUM

2

UNLEASH THE CUPS

1

LEVERAGE GENEROSITY

3

Reach qualified users and further engage audiences to inform them of the deeper

details.

Maintain presence during key time of year that fosters the value of giving.

$26.4k $105.7k $211.4k $317.1k $422.8k $528.5k


*GOAL CALCULATED BASED ON PROJECTION OF 2015 INCOME FROM 2014 INCOME STATEMENT & 29% OF MILLENNIALS DONATED TO CHARITY IN 2015.

DONATION GOAL*

• Drive Actions

- Value of Monthly Donations- Number of Monthly Donations

• Generate Awareness

Utilize social listening tools to measure engagement with earned #ChangeAtPlay content, including:- Number of social mentions- User sentiment

Measure visits to USVariety.org and local Variety sites


donations by 5% make millennials aware of variety, and get...

Documents