Note: This is a teamwork effort so I only put some highlight things that I DID in this proposal. I don’t mention others’ group members’ work.
For my volunteer club, based on the campaign “Di de tro ve” of Bitis Hunter, I planned all social media for this campaign in spring 2021. About 75% of design products and content writing were made by me. Besides, I am responsible for the editor for some of them.
Context: Tet is considered as a time for coming home. With Tuong Lai Xanh, Tet is also time for sharing love and happiness with the poor children. This journey will be more meaningful with the presence of friends, youth, and memories.
INSIGHT
The youth want to have a memorable experience in their youthhood with their friends, but they also want to create social impacts.
THE BRIEF
Brand Issue: Attract volunteer-sign-up and raise fund for the poor in rural areas
Target Audience:
Z generation who has an interest in social issues and youth experience
Workers used to be members of Tuong Lai Xanh
Brand Message: After many struggles in Covid-19, we want to have space for reflection, enjoy the youth with our friends, and take social responsibilities.
CONCEPT
Message: The promise is made many times about one day we will go somewhere together, but we do not know when we will go again. Do not make promises; make it real with Xuan Yeu Thuong 2021 to recall all the valuable emotions we have together
Concept: Go together – Hứa sẽ đi cùng nhau.
Go together to fulfill our promise that year and to celebrate our youth.
EXECUTION
1. Phase 1: Trigger
Social media posts to raise awareness about going volunteer at Tet holiday then coming back home. This time is quite struggling due to Covid-19, but we manage to organize Xuan Yeu Thuong to make our promise “go together” happen.
Series social posts about memories of each department of Tuong Lai Xanh: One day, we talked … (Rồi một ngày mình kể nhau nghe). These activities appeal more than 100 sign-up forms for the event and many share on social network
2. Phase 2: Engagement
We started a competition on Facebook called “Hua se di cung nhau”. We encouraged our volunteers to share their “meaningful stories” with Tuong Lai Xanh or their friends. This activity also attracts to our big event - Fundraising music.
We received many sharings about their journey and updated continually on our fanpage.
3. Phase 3: Fundraising music
We organized fundraising music event to attract more philanthropists to raise fund for the poor and connect with the youth in the uncertain situation
Video post: “Tough time creates tough people”to encourage our volunteer to be positive in the future forward
4. Result:
More than 4k reach with a video post, more than 11k reach with music event promotion posts, 14k+ reach with fundraising post organically
More than 100+ sign-up forms to join the event
Increase more than 500+ followers organically
This campaign was successfully expanded our club to more people and build a strong connection between our volunteers as a “must-memorable-experience” in university life in Can Tho.
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