tbwa social activisim presentation

Social Activism in the

21st Century

Social Activism in the

21st Century

Problem: “What don’t we know about college students (18-24) and their participation in social activism and how it relates to brands? How do we disrupt them?”-TBWA

TBWA approached our Advanced Account Planning class with this problem and challenged us to find viable insights and solutions based on extensive research and thoughtful analysis. I have included these thought bubbles as a way to lend commentary, when necessary, and help clarify our process and findings.

AgendaAgenda

Research Findings Segmentation Theoretical Framework Recommendations Conclusion

Research Findings Segmentation Theoretical Framework Recommendations Conclusion

This agenda shows the flow of our presentation as well as the processthat led to our recommendations.

Research MethodologiesResearch Methodologies Survey - Lickert Scale

n=142 68% Female: 32% Male Mean age: 20.6 61% Caucasian: 15% Hispanic: 14% Asian:

2% African American: 1% Middle Eastern

In-depth Interviews 9 completed 56% Male: 44% Female

Survey - Lickert Scale n=142 68% Female: 32% Male Mean age: 20.6 61% Caucasian: 15% Hispanic: 14% Asian:

2% African American: 1% Middle Eastern

In-depth Interviews 9 completed 56% Male: 44% Female

RecommendationsSegmentationFindings/InsightsResearch Q&A

Using both quantitative and qualitative data, we were able to build a thorough foundation of research, upon which our

insights and findings were based.

Survey Findings & InsightsSurvey Findings & InsightsI participate in social causes:


Survey Findings & InsightsSurvey Findings & Insights

I’d be more willing to participate in social causes, but I don’t have enough _________.



I prefer to contribute my time to charity rather than money.


Survey Findings & InsightsSurvey Findings & InsightsI’m more likely to give time/money to an organization when a friend is involved.


Survey Findings & InsightsSurvey Findings & InsightsI’m more likely to give time/money to an organization when it is recommended by a friend.



When I give to a cause, I want to know where my money is going.



I’m more likely to buy a product if I know it contributes to a cause.


Survey Findings & InsightsSurvey Findings & InsightsA lower price is more important to me than a product’s impact on social causes.



Please name three brands you believe do the best job at contributing to social causes.

Findings & InsightsFindings & Insights

Incentives are not bad. Companies not trying to “wear a

mask,” gain the most. Brands should be all or nothing. Involvement is determined by

their friend’s involvement. Segmentation strategy.

Incentives are not bad. Companies not trying to “wear a

mask,” gain the most. Brands should be all or nothing. Involvement is determined by

their friend’s involvement. Segmentation strategy.

Our research analysis revealed the following. One of the most helpful outcomes of this analysis was ourmethod for target segmentation,

which will be clarified in further detail.

SegmentationSegmentation

Know a lot about specific thingsEnergeticCharismaticTeachersMotivator (Mentor)Founders (Pioneers) Have connections

Tour Guides

Self motivatedInfo SeekersOutliers ComprehensivePassionate Empathize Knowledgeable (expanded view)Active Schedule

Backpackers TouristsPassiveSelective SocialSelf-orientedGood Natured Incentive Driven Need A Friend


Our research identified three types of young social activists. To help clarify our segments we made a metaphorical comparison between social activism and travel. Segmentation

was based on level of involvement and motivation for involvement.

TheTour Guide

We used Facebook profiles to show the characteristics and interests of people we

felt matched each typeof segmentation. This helped

put a face and identity to each group

The

Backpacker

The Tourist

Segmentation GraphSegmentation Graph

Tour Guides

Tourists

Backpackers


This graph indicates overlap within thesesegments. As with any real-world scenario, some peopleidentify with more than one group. We wanted to show

that these overlappers were accounted for.

Diffusion of InnovationsDiffusion of Innovations

Innovators Early Adopters Early Majority Late Majority Laggards

Innovators Early Adopters Early Majority Late Majority Laggards

Everett M. Rogers, 1962

How A Product/Service/Info Disseminates Into Society

Rogers’ theory was a majorinfluence on how we

envisioned the spread ofsocial activism

Diffusion of InnovationsDiffusion of Innovations

Tour Guides

Backpackers

Tourists

This is how we feel the Diffusion of Innovation can be applied to our

segments

Model of Social InfluenceModel of Social Influence

Back Packers

Tour Guides

Tourists

Actio

n

We created this model to help visualize the spread of social activism.We feel that Tourists require the influence of Tour Guides to take action. Backpackers, a more individualistic group, require little or zero influence

for action. Therefore, we feel making Tour Guides the primary focusof branding efforts will create chain reaction of influence and action.

RecommendationsRecommendations

Primary Target Social activism site Partnering with schools Relationships with Greek boards

Secondary Target Traditional advertising

Primary Target Social activism site Partnering with schools Relationships with Greek boards

Secondary Target Traditional advertising


These are the methods that we recommend for reaching our primary

target, the Tour Guides, and oursecondary target, the Tourist.

Because the self-motivated Backpackers require little influence for action and

any attempt to influence would be met with skepticism from this group, we felt efforts would be better served if directed

at the other two segments

Sites like these represent the types ofonline forums that we envisioned, which

could provide a powerful platform forthe exchange of ideas, especially for Tour Guides. However, we feel they

should be enhanced to make them more user friendly, youthful, and better suited

for dialog rather than monolog.


CauseAnEffect.com BlackBoard style setup customized

to each school Specific to college students Familiar Facebook/Twitter feel - P2P,

B2P Create an interactive experience Encourage strong brand involvement

CauseAnEffect.com BlackBoard style setup customized

to each school Specific to college students Familiar Facebook/Twitter feel - P2P,

B2P Create an interactive experience Encourage strong brand involvement



Back Packers

Tour Guides

Tourists

Actio

nPrimary Target Secondary Target

Thank Youfor your time.Thank Youfor your time.

As a final note, it is important to remember that we were charged with the task of providing sound recommendations for an effective strategy to spread and promote social activism. Keeping this in mind, we wanted to uncover primary and secondary research that would lead us to a better understanding of the situation and, thus, a more viable and effective method for spreading influence. The TBWA representatives were very impressed with our recommendations and are now working on implementing these and others into their agency’s approach.


tbwa social activisim presentation

Documents

survey findings insightsim

survey findings insightswhen

survey findings insights

survey findings insights

processand findings

spread of social activism

target segmentation

influence of tour guides