13. “Improving your brands’ performance on each of these elements will
increase the number of conversations, strengthen your image and
eventually lead to brand leverage (Net Promoter Score & satisfaction)”
24. How does it work
Teenagers can join the competition in three
ways
School Club Team
E.g: Scouting, Dance group, Making their own team with friends
music group E.g use of facebook
25. How does it work
How does it work
Teenagers have to collect hours by volunteering
Every hour is one point, most points is winning
E.g: helping 4 h in a
shelter
26. How does the volunteering
work
Teenagers volunteer and get a form from the
organisation they worked.
The School/Club/Local RSPCA-branch collect
these and sent it to SUPPORT (=> Website)
E.G: Tesco, Sainsbury’s Vouchers
27. How does it work
A website monitors how much hours a
school,club or team collected
You see the ranking of the schools, clubs and
teams, this will stimulate teenagers to do
more
28. How does it work
Proposition1: A School-Challenge
At certain amounts of volunteering hours the
school/club/teenagers can get rewards and badges
29. How does it work
Proposition1: A School-Challenge
At certain amounts of volunteering hours the
school/club/teenagers can get rewards and badges
If the teenagers
participate on more
platforms (e.g:
school/club)
He can chose for
witch organisation
they at the hours
30. How does it work
Proposition1: A School-Challenge
At the end the first three schools, the first three clubs and
the first three teams get rewards
Also first three teenagers who collected most hours get a
reward + a year free membership RSPCA
31. How does it work
SPONSORING
Get brands to sponsor your action so they give
awards
You give them advertising space on the website
32. How does it work
PARTNERSHIP
The BBC makes
video’s of the
teenagers in action.
A Tv-Programme about the challenges
with weekly the story of a school, club or
team
36. How will others hear about it
Worth of Mouth (teenagers tells others)
Shareable video’s are created so the teenagers can
share these video’s on social networks
37. How will others hear about it
Twitter is used to inform
news/parents
RSS-feeds
Tv-programme follows all kind
of groups
38. You will create a conversation
Because
Emailadresses of the participants
RSPCA sent them DM’s.
At the end DM to stimulate them to
become member
40. What’s in it for RSPCA
Teenagers experience
Word of Mouth where RSPCA is about
Teenagers volunteer
for RSPCA
You get media-attention
41. Animal-Challenge = Crush
Cool: you act don’t tell
Real: animal volunteering is your roots
Unique:
animal-challenge is a unique social experience
Self-identification:
Teenagers can identify themselves with the
campaign, because they are part of it
Happiness
The campaign use positive emotions
Deliver gratifications. Give instant feedback
