What I have learned from Marketing Communications
The past six weeks I have learned how marketing agencies strategize and analyze integrated marketing campaigns. I never noticed how much thought, effort and money goes into planning an integrated marketing campaign. Companies understand that customer’s value having their opinion heard. The global culture has adapted to accept technology and it is common for people to have multiple social media network accounts. Companies have used social media when launching marketing campaigns to increase its reach and frequency when attempting to deliver a message.
On social media, platforms like Facebook and Twitter newsfeeds are often flooded with companies penetrating the promotions of products to people, often ignored as not everyone is looking to purchase new clothing or a new car. When advocacy advertisements are seen, emotionally we as humans are sympathetic and tend to be more interested in the advertisement.
The World Wildlife Foundation (WWF) launched a campaign to have people more aware of the endangered animals in the world. Launching a campaign on Twitter called #EndangeredEmoji as 17 of animal emojis offered on iPhones are of endangered species. Having people, more interested in the cause, by simply having to tweet the hashtag, adding the emoji or emojis of an endangered animal. The hashtag linked to the campaign and directed people to a website.
On the website, the WWF provided information on what influences the extinction of the animals and how to prevent the extinction. The website encouraged people to donate a portion of money, and to subscribe to receive updates on the endangered animals. Tracking the direct response of visits to the website and amount of times the hashtags was used, the WWF made a database of which people value animal rights.
After obtaining all this information the WWF sent out mail to the people who used the hashtag the most frequent. This mail informed the consumer in awareness of animal endangered and encouraged to donate funds in supporting the prevention of animal extinction.
It is interesting to see that launching a hashtag and having consumers share the hashtag, and becoming involved by expressing their opinion of adding an emoji. Performing this strategy resulted in having more people aware of endangered animals and made a database of who has strong values for the animal kingdom, and agree to pay a small portion to subscribe to receive updates on animals.
Links used to obtain information.
http://endangeredemoji.com/
http://www.campaignlive.co.uk/article/twitter-reveals-insights-best-social-campaigns-2015/1380415#