Team IP Break the Wall - Marketing Proposal

Marketing Campaign proposal for young lions competition

1. Campaign: # BreakTheWall Team: IP Date : June 22 , 2019

2. Target Group & Their Behavioural Insights BEHAVIOURAL INSIGHTS OF TG Treats Social Media as core part of their life . Suffers from online peer pressure Sacrifices real life experiences to maintain online persona Unaware or unwilling to accept the depression engraved within 15 to 30 years old, all gender Smartphone users Highly Active on Social Media Problems They have Inflated perception on other people’s lifestyle and personality due to what they see on their social media feed and their followers and likes They are facing Cyber bullying from either peers or other people on the web Unwillingness to accept that they requires help regarding mental health Lack of easy access to mental healthcare solutions due to the social stigma associated with it.

3. Big Idea Why this works? We want the break images young people have about the Facebook wall of the popular profiles. What you see on that wall is not real. We want to encourage people to break the Facebook wall and look beyond it to understand the reality. There is a wall that is creating a barrier from people sharing their mental issues. Break the wall and talk.

4. Execution Plan

5. Execution Tools

6. # BreakTheWall : Sharing real stories We will start of the campaign with various micro-influencers sharing their stories of how they got affected by the Social Media and the negative impacts brought upon their mental health. They will also share how they managed to overcome this challenge Gradually more renowned celebrities will join in to share the stories with # Breakthewall . Thus is create a flood of users opening up and sharing their feelings. This will help inspire the young social media users in understanding the reality and overcome their inferiority complex and open to sharing their own problems

7. Break the Wall: The Reality Series A series of visuals that shows what goes around all the nice looking Instagram pictures. The idea is demonstrate all that real life isn’t as exciting and perfect as it looks on social media. This is to inspire young people who feel inferior because of not being able to keep up with their peers.

8. Break the Wall OVC/TVC: Beyond the wall The objective of this video is the inspire the young generation who are heavily engulfed in social media to compare their life with social against the what it could be if they went beyond social media. It will show a series scenes showing how real life is better than social media. The end message: Break the Wall and Get a Life কারন দেওয়ালের ওপাশেই আসল পৃথিবী

9. Break the Wall: Mobile app A mental healthy test designed by psychiatrists. Users will answer a set of questions to find out if they are really suffering from any issues. An avatar will be created based on the answers. They will be sent relevant tips and articles to help them overcome their issues Social Media Usage Control : This feature will allow users to control how many hours they spend on social media in certain period. Once they cross the limit the Social apps will automatically close down. Weekly incentives for the people who uses the social media for least duration Stories of celebrities . Articles and Feed depicting the Inspirational stories and solutions they tool to tackle their issues Help Center : A Chatbot through which they can seek help regarding their issues. The bot will try to provide basic advices or refer a nearby professional therapist if the case moves beyond its ability. Users can also report cyber bullying cases through this where they share evidences and identities of people involved in bullying.

10. FACEBOOK GOOGLE 30 % 15 % Media Plan & Other Costs $ 8 000 $ 30 00 Estimated Budget TVC 55 % $11000 Developer cost: 1650$ App Content development: 500$ Media buying: 20000$ Media App launch and Activation : 1300$ Event PR & Influencers: 1850$ Other promotion