kompasberbagi
Transcription
kompasberbagi
#KOMPASBERBAGI • Name of the Program YOUTH SPREAD (KOMPAS BERBAGI) • Category of the Entry Making a SoLoMo (Social, Local, Mobile) Connection • Sponsoring Newspaper Kompas Daily • Complete Address of Newspaper Kompas Gramedia Building, Palmerah Selatan no. 26-28, Jakarta 10270 • Name & Email Name : Tarrence Karmelia Palar Email : [email protected] | [email protected] • Circulation & Frequency Weekday 1.904.238 readers Weekend 1.728.216 readers • A-one Sentence Description of The Project This project is to give young people an avenue to share, a reason and a trigger to act againts some social situation around them, and experience the value of Kompas through direct interaction with the brand. Target of Project 18-25 yo Background Kompas is a leading daily Newspaper in Indonesia, well known from its high quality writing and investigative journalism since year 1965. However, this strong credibility is not appealing to youth segment. Not only the brand appeal. The category appeal is also very low. To the age segment who were born in the digital era, a traditional print newspaper is not only unappealing but also the idea of reading it rarely cross their mind. They are the segment of “act first, justify later”. So it is crucial to make them experience the value of a brand in the introductory phase before hoping them to buy the product. 18 > 20 21 > 24 Reader Demographic 25 > 34 35 > 44 Age 45 > 54 55 > 64 > 65 Source : Forum Pembaca Kompas We found that the end of December until early Januari is a perfect momentum to running this programme. New Year’s celebration combine with major flood season occured at that time, where there were so many Jakarta people lose their home and belongings in the flood. To invite the youth to join this movement, we use – of course – digital medium, as the main medium where youth flocked. This invitation was also intended as a trigger for the youth to spread this social movement to their on-line network by uploaded their pictures holding the gift. WHY creating conversation with youth? We should see this facts from the human insights, thinking behind the IMC campaign and came with an interesting and innovative programme. As our target segment is Indonesian Youth, we see that their ‘newspaper’ right now is social media, specially twitter. To them, Kompas wanted to be their parent’s ‘twitter’. They are craving for content and story to be shared. Instead of trying to persuade them to read our newspaper, we give them an avenue to directly interact with the brand and experience the value of Kompas. How? We discover that youth actually did “consume” our newspaper. Not by reading it, but by using the paper as a wrapper. A gift wrapper. We also discover that the gift that is being wrapped by newspaper usually mean anonymous. Not important from whom, but the more important is for who. So coming from this insights, we come with a big idea of YOUTH SPREAD (KOMPAS BERBAGI). We choose twitter as the main digital medium for this programme, because of its popularity among Indonesian youth nowadays. Twitter has become their “daily newspaper”. Kompas was also put drop boxes – to collect the wrapped gift, in several Kompas’s network book stores. Goals • Create the engagement with young people by use twitter to shared #KompasBerbagi and experience the value of Kompas through direct interaction with the brand (usage the wrapping paper) • Spread the social movement through social media (twitter, website) Program Name YOUTH SPREAD (KOMPAS BERBAGI) The Project in One Sentence This project is to give young people an avenue to share, a reason and a trigger to act some social movement around them, and experience the value of Kompas through direct interaction with the brand by use twitter as the main digital medium. Target Audience Youth generation, 18-25 yo Project Description On 31st of December 2012, Kompas “donate” 2 pages of their cover paper designed as wrapping paper. They printed out a beautiful gift wrap pattern. And ask youth to donate their used belonging and share it to their little less fortunate ‘brothers and sisters’ using Kompas gift wrap as the wrapper. To invite youth to join this movement, we use – of course – digital medium, as that is the main medium where youth flocked. And we put dropbox – a box to collect the wrapped gift - in several Kompas’s network Sharing store. flow Wrap 3 1 2 Take Drop / Give Financing This project’s financing was totally “donate” by Kompas itself. The main expenses was only came from the wrapping paper production cost. To promote the programme, we used free channels of social media. This programme is a low cost project, and originated as a social movement. All components of this programme are very common: wrapping paper, gift and social media. It should be easily transferable to other countries or situations. Media Newspaper Ads 12/30/12 12/31/12 http://berbagi.kompas.com 01/02/13 01/03/13 01/08/13 12/31/12 AdsCover 01/09/13 CenterSpread Ads Web Banner @KompasMuda Harian Kompas Kompas Berbagi Promotion Media E-Newsletter Promotion E-Newsletter Radio Blognotes Radio OOH Publication MuDA 6th Anniversary 01/04/13 01/13/13 02/02/13 01/18/13 Action Result Wrapping the gift using newspaper wrapping paper Donate the gift for Jakarta Flood Victims & Kasih Anak Cancer Foundation Digital conversation Result 2.554 conversation The result was remarkable. For a campaign that took only two days and costs almost zero, we collected more than 2000 Kompas wrapped gifts. Create more than 2,500 twitter conversations among youth. Invites more than 5000 youth visitor into the website. 5.247 visitors 2.000 gifts twitter Web @ DropBox Simultaneously in nine cities, exchange gifts between Kompas MuDa community member Stimulate readers with spirit of sharing between member of society and families Source : Twitter & Google Analytics Twitter Tone 0.20% 30.62% 69.18% Negative Neutral Positive + + + + @innodini: Feel good by doing good. #KompasBerbagi 31 Desember 2012. Don't miss it :) @valenthartadi: Ucapan selamat pagi utk orang pertama yg kamu temui setelah bangun tidur adalah bentuk semangat berbagi #KompasBerbagi @budihidup: berbagi itu berarti juga memberikan kesempatan orang lain untuk menyayangi kita :) #KompasBerbagi @ririnokta: kereen kompas hari ini ada kertas kadonya. Selamat #kompasberbagi di penghujung tahun 2012 :D Source : Twitter Archives 31% are very enthusiastic about the program #KompasBerbagi Website • http://berbagi.kompas.com/tentang-berbagi/ • http://berbagi.kompas.com/gallery/ Video: • http://www.youtube.com/watch?v=4M2SoUp t6dM • http://www.youtube.com/watch?v=FaaBXWG c3i0 #KompasBerbagi This event will continually developed as an annual routine activity and also as Kompas contribution in developing the spirit of sharing by optimalizing the usefulness of newspapers