#SeeMeHelpMe

1
Table of Contents
● Executive Summary
● Brand Analysis
● Competitor Analysis
● Category Analysis
● Consumer Analysis
● Key Problems
● Key Insights
● Opportunity
● Targets
● Objectives
● #BigIdea
● Media
● Creative
● Results 2
Executive Summary
The IMC Campaigns Capstone class has been challenged to raise money for UNICEF. My goal was to fundraise $1,500
for refugee children. Aside from raising money, the purpose of this challenge was to create a successful IMC campaign
utilizing our acquired marketing skills. This included figuring out key problems and insights through researching our
category, our consumers, our brand, and its competitors. I discovered that what keeps people from donating is lack of
trust, knowledge, and or personal connection. So, I created a campaign that would familiarize our target of nurturers
and millennials with the importance of UNICEF.

With the toxicity that exists among social media, it is easy to lose sight of the more substantial issues going on in the
world. Kids are struggling to survive off of minimal food, education, and housing yet some of our biggest concerns
involve an Instagram post not getting as many likes as we had hoped for. That is how #SeeMeHelpMe came to be. The
attempt was to take something relatable like social media and intertwining it with the significance of helping those
without a voice; those who would otherwise go unseen.
Brand Analysis

The United Nations International Children’s Emergency Fund is a nonprofit

organization that helps refugee children around the world.
Brand Analysis
● Celebrity sponsorships: Pau Gasol, David Beckham, Robert Lewandowski, etc.

● Those 3 sponsors together helped over 190 countries

Brand Analysis
● Campaign team dispensed dirty ● Created an app that
water from around the world to
show audiences what the water is used to feed
looks like for refugees children in need
● Vending machine dispenses real
water for $1 with your footsteps
● The dollar deposited goes to 30 days ● Every 1,000 steps
of clean water for refugees
feed children
Brand analysis- social media (@UNICEF)

● 7.7m page likes ● 7.7m followers

● 1,124 avg post likes ● 45k tweets

● 28 avg comments ● 1,498 avg likes

● 184 avg shares ● 625 avg retweets

● 0.02% engagement rate ● 0.03% engagement rate

Brand analysis- social media (@Unicef)

● 264k subscribers
● 4.4m followers
● 4,120 videos
● 5,057 posts
● 64m total views
● 25,530 avg likes
● 16,075 avg views
● 270 avg comments
● 3,660 avg likes
● 0.64% engagement rate
● 100 avg comments
Brand analysis- Metrics
● Increase in interest during November
by holding a vaccine drive for children

● Increase in interest from a food drive in

March
Competitor Analysis - Save the children
● UNICEF’s biggest competitor is Save the Children

● Both improve refugee children’s lives in multiple countries by ensuring

that they receive proper care for their basic needs plus more.

● UNICEF and STC differ by countries that are covered (UNICEF 190 to STC
120 countries) & total revenue (UNICEF 5 billion to STC 2 billion dollars)
Competitor analysis - Campaigns
● #SaveSyrianChildren
● #EveryLastChild
● Brought awareness to displaced
● Every child has the right to
children during the Syrian War
survive, learn, and be protected.
Competitor Analysis - Social media (@Savethechildren)

● 1.8m page likes ● 2.8m followers

● 196 avg post likes ● 31k tweets

● 9 avg comments ● 149 avg likes

● 29 avg shares ● 37 avg retweets

● 0.01% engagement rate ● 0.01% engagement rate

Competitor Analysis - Social media (@savethechildren)

● 97k subscribers
● 914k followers
● 423 videos
● 2,744 posts
● 74m total views
● 3,679 avg likes
● 3,407 avg views
● 33 avg comments
● 49 avg likes
● 0.43% engagement rate
● 9 avg comments
COMPETITOR ANALYSIS - social media comparison
FACEBOOK TWITTER
UNICEF Save the UNICEF Save the
Children Children

Page Likes 7.7m 1.8m Followers 7.7m 2.8m

Avg Post Likes 1,124 196 Total Tweets 45k 31k

Avg Comments 28 9 Avg Likes 1,498 149

Avg Shares 184 29 Avg Retweets 625 37

Engagement 0.02% 0.01% Engagement 0.03% 0.01%

Rate Rate
COMPETITOR ANALYSIS - social media comparison
YOUTUBE INSTAGRAM
UNICEF Save the UNICEF Save the
Children Children
Subscribers 264k 97k Followers 4.4m 914k

Videos 4,120 423 Posts 5,057 2,744

Total Views 64m 73m Avg Likes 25,530 3,679

Avg Views 16,075 3,407 Avg Comments 270 33

Avg Likes 3,660 49 Engagement 0.64% 0.43%

Rate
Avg Comments 100 9
Competitor analysis - Metrics

● Washington D.C. holds largest city of interest

● Save the Children puts out ads for multiple

countries, 120 counties

● Politician Mark Kennedy Shriver shouted out Save

the Children
Competitor Analysis - UNHCR (United Nations High Commissioner for Refugees)

● UNHCR is UNICEF’s second largest competitor

● UNHCR is a global organization that is dedicated to saving lives of refugees and
helping them protect their rights
● UNICEF and UNHCR differ by countries that are covered (UNICEF 190 to UNHCR
130 countries) & total revenue (UNICEF 5 billion to UNHCR 4 billion dollars)
Competitor Analysis - Campaigns
● #IBELONG
● Their more recent campaign,
helping those who are denied a
nationality (refugees) identify
themselves.

● Their #1 hashtag used in posts is

#WithRefugees
Competitor analysis - UNHCR social media
@UNHCR @refugees

● 3.44m page likes ● 2.36m followers

● 1,339 avg post likes ● 69k tweets

● 31 avg comments ● 82 avg likes

● 473 avg shares ● 33 avg retweets

● 0.05% engagement rate ● 0.00% engagement rate

Competitor analysis - UNHCR social media
@UNHCR @refugees

● 86.5k followers
● 963k followers
● 2,558 videos
● 3,640 posts
● 23.9m total views
● 3,811 avg likes
● 590 avg views
● 57 avg comments
● 21 avg likes
● 0.40% engagement rate
● 2 avg comments
COMPETITOR ANALYTICS - SOCIAL MEDIA COMPARISON
FACEBOOK TWITTER

UNICEF Save the UNHCR UNICEF Save the UNHCR

Children Children

Page Likes 7.7m 1.8m 3.4m Followers 7.7m 2.8m 2.4m

Avg Post Likes 1,124 196 1,339 Total Tweets 45k 31k 69k

Avg Comments 28 9 31 Avg Likes 1,498 149 82

Avg Shares 184 29 473 Avg Retweets 625 37 33

Engagement 0.02% 0.01% 0.05% Engagement 0.03% 0.01% 0.00%

Rate Rate
COMPETITOR ANALYTICS - SOCIAL MEDIA COMPARISON
YOUTUBE INSTAGRAM

UNICEF Save the UNHCR UNICEF Save the UNHCR

Children Children

Subscribers 264k 97k 87k Followers 4.4m 914k 963k

Videos 4,120 423 2,558 Posts 5,057 2,744 3,640

Total Views 64m 73m 24m Avg Likes 25,530 3,679 3,811

Avg Views 16,075 3,407 590 Avg Comments 270 33 57

Avg Likes 3,660 49 21 Engagement 0.64% 0.43% 0.40%

Rate
Avg Comments 100 9 2
Competitor analysis - metrics
● District of Columbia is the largest city of
interest although UNCHR is Global

● Their biggest peak was in January 6-

12th of this year due to a HUGE
situation where refugees were
attempting to migrate and journey to
Europe (#DesperateJourneys) by boat
resulting in thousands of deaths,
approximately 6 deaths a day.
Category Analysis
● Most donations are made during holiday season and relatives

● The use of hashtags on social media pages raises awareness

● Emotional storytelling drive donations

● Most donations comes from women

● Most people donate to trusted/local charities

● An emotional or personal connection usual drive charity donations

Consumer analysis -
● Donor behavior and habits by age groups I’M NOT UNDERSTANDING ALL

THESE BULLET POINTS - WOULD A NARRATIVE HELP?

● Charitable tendencies from young to old

● Charitable tendencies by male and female

● All information from 19 one on one Interviews

Gen z
- Affected by relevance, relation to the issue, time sensitive issues, and effectiveness of their

contributions.

- Gen Z’s get involved by social media awareness

and immediacy of need.

- Less available income to contribute to donating

to a cause due to lack of stable income.

Millennials
- Transparency of organization and seeing the change

- Tech-savvy and donate based off of suggestion

- Disposable income

- 40% of Millennial donate monthly

- 16% give through Facebook

- 55% attend fundraising events

Nurturers
- Most nurturers average about $500$-1,000 in donations a year
- Returning donors
- Need to understand the cause and where the money goes
- $58.6 billion to nonprofits last year, with the average benefactor giving $1,061
- 35% donated through websites
- 27% donated through mail
- 11% through social media
<- In this image you see
the percentage of our
interviewees under 40
that are regular donors
(81.8%) vs. the (18.2%)
that do not donate.
 -> In this image you see the
percentage (87.5%) of our
interviewees over 40 who are
regular donors vs. the (12.5%) that
do not donate.

The research we performed

showed a slightly larger
number of donors above the
age of 40 compared to those
under 40.
Male vs. Female
- This graph shows the
percentages of males and
females actively
participating in donations
from our interviewed
group

- Women are more likely to donate.

- Women are more likely to donate to things that

appeal to their emotion(children, women’s rights,
etc)
- Women are 55% more likely to donate at
international causes than men
Male vs Female Charitable Habits
After interviewing 19 individuals:

As you can see the donation

habits of women through our
research outreaches that of
men.
Key Problems
● Emotional Connection- Audience has very little to no emotional connection to

refugee children

● Distrust- “How much money actually goes to the foundation?”

● Brand Awareness- People don’t have a good enough understanding of UNICEF

and their mission

Key Insights
● We can create personal connections

● People who donate often do so because of emotional persuasion

● People donate when they trust or know where there money is going

● We know women will be easier to target

opportunity
● Utilize our influence via social media and become the personal connection
that people prefer to have before donating to an organization.
targets
● Who: Nurturers we have a personal ● Who: Millennials we have personal
relationship with relationships with
● Why: This demographic gives the ● Why: This demographic has easy
most access to social media and willing to
help out friends
Strategy

● Convince Nurturers and Millennials to help refugee children by donating to

UNICEF because of the personal connection they have with us
#BIGidea

#SeeMeHelpMe
Creative elements
● Social media posts

● Posters

● Event
Creative: Social media-FAcebook
Creative: Social Media- Instagram
Creative: Social Media-Twitter
Posters
Press Release
Direct email (general)
From: Eric Kron

Subject: You can like the post, or you can make the change

(Name),

All over social media you see posts that say “1 like = 1 prayer” and while that is thoughtful, it takes more than a like or a prayer
to help someone in need. There are children around the world who don’t live to experience a childhood because they are dying
from preventable causes. These children are the future, and they shouldn’t have to be instagram famous for people to see that.

Consider donating to UNICEF to contribute to the safety and happiness of children all over, as well as encourage a positive f uture
in general.

*100% of the money donated using this link goes to kids in need*

bit.ly/SeeMeHelpMe

Thank you for your generosity,

[Team Name]
Direct email (event)
From: Eric Kron

Subject: Donate Your Sobriety

Hey (Name)!

It’s the worst feeling to go out over the weekend and feel like you’ve spent way too much on food or drinks. Especially when you
know that money could have been spent a little more productively. That’s why on November 30th, at Neat Kitchen and Bar in
Westmont, IL will be donating 15% of their earnings to UNICEF. Take the opportunity to have a fun Saturday night, without the
feeling of regret when you wake up. Have a drink, make a difference.

If you can’t make it but still want to help, donate using our link...

bit.ly/SeeMeHelpMe

We hope to see you there!

 Event
● Neat Kitchen and Bar in Westmont, IL decided
to help turn every customer into a donation
on November 30th, 2019.
● They were kind enough to give 15% of their
profits earned that day to the #SeeMeHelpMe
campaign.
Campaign Results
According to our bitly account:
Referrers:
119 clicks from Email, SMS, Direct
35 clicks from social media

Locations:
United States: 117
Germany: 25
Italy: 8
Other: 4
Campaign Results
● $250 raised through event

● $1,100 raised through group efforts

● Grand total of $1,350 (just $150 short of the goal)

● Approximate campaign engagement rate: 13%

↳ (⅓ of total donations) ~20 / (#SeeMeHelpMe link clicks) 154 x100 = 13.0
Thank You!