SAMPLE CAMPAIGN: GIRLFRIEND COLLECTIVE

Project Summary:

“When developing a new Social Good Campaign, Girlfriend Collective has the opportunity to expand upon their established brand ethos by partnering with a reputable charity for women’s health: enter The Center for Reproductive Rights. In determining a social cause to support, it is important for brands to consider the credibility and impact of the issue. This, in turn, will help to gauge how a brand’s audience will respond. If the issue is not deemed to be important enough, audiences may feel as if it is a weak attempt to feign social awareness, which could come off as a marketing stunt instead of an intentional partnership. If Girlfriend Collective were to partner with the Center for Reproductive Rights, consumers would be able to (1) understand the connection between the two organizations, (2) understand the credibility of the social cause and the chosen charity, and thus (3) more fully support and see the value in the campaign.

This campaign will focus on influencer marketing to spread awareness of Girlfriend Collective and their partnership with The Center for Reproductive Rights. As such, Earned Media will be the primary form of marketing media for the duration of the campaign. Shared media will also be utilized by Girlfriend Collective, but on a lesser scale. Girlfriend Collective will create and share assets on their social media pages to highlight The Center and its mission. Owned media will be used post-campaign to share and celebrate successes: Girlfriend Collective will post an article summarizing the campaign and its impact on their Community tab, just as they have for past initiatives. Since this campaign will rely on influencer postings and public relations, it will not utilize paid media ads to promote content.”