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A CHILDHOOD FOR ALL

Giang Trieu
Aug 28, 2016
2 min read

We all have a joyful and memorable childhood to remember, but some children are not as lucky as us. SCC's 17th Cyclo Challenge aims to recall ‘one of the happiest moment of our life' and give a hand to create a better childhood for disadvantaged children. Join SCC to build a memorable CHILDHOOD FOR ALL.

CAMPAIGN DESCRIPTION

Saigon Children's Charity is looking for a 4-6 month campaign for next year Saigon Cyclo Challenge - an annual event conducted by Saigon Children’s Charity (SCC) - to corporate sponsors.

The main target audience (TA) of the campaign is small to medium corporations which specialize in products, services for children or have the long tradition of giving for children. Millennials are the secondary TA, who contributes to the success of the campaign due to their active role in sharing on social networks.

The strategy is to create a campaign involving the insights of the millennials, who have influences on the companies, in the big idea of the childhood memories which many of the audiences share. The key message here is enjoying the happy memories of our childhood and let the disadvantaged children have the chance to earn the same happiness.

The tactics are broken into three main parts. For the event, some of the components are added to fit the theme of childhood memories such as the mini cyclo round for kids, mascots and flashmob. For the promotional event, online posters, promotional clip, PR articles, Facebook content and a small Christmas event are applied to raise the awareness of Cyclo Challenge. For the post-event period, public reports and thank-you video are distributed publicly to showcase and promote for the achievements of SCC and sponsors.

In term of evaluation, SocialBakers, Google Analytic, Facebook Page Insight are mainly used in the pre-event period to measure the effectiveness of the online promotional materials. Some other tools are also used during and after event.