Concept:
A benefit concert for the UNICEF ENDviolence campaign, featuring performances by Rihanna, Harry Styles, Ariana Grande, Chance the Rapper, Logic, and BTS with Aziz Ansari as the host of the event. The concert will take place:
Central Park, New York on June 16, 2018 from 12pm - 4pm
Hollywood Bowl, Los Angeles on June 23, 2018 from 12pm - 4pm
The concerts will be announced by a trailer, the streams of which will count towards profits for the campaign in addition to ticket sales.
The Target Market:
Ages 14 - 35
Mainly women but directed toward any gender
Dedicated fans of the six artists performing
Twitter and Instagram users
Mainly consists of students, graduates and young professionals
Located in the U.S.
Income range: $10,000 - $80,000
Concert Trailer
Website Mockup
Homepage
This will be at the very bottom of the page
Conversions
The main conversions:
Have consumers pre-order tickets for the concert.
Have consumers give their email and their name voluntarily.
Explore the site to increase views and clicks.
We want the website to be the first link shown when Googling keywords such as: “UNICEF concert.”
The minor conversions:
Appear on Youtube's trending list.
Have consumers follow the artists and MC on various social media if they have not already.
Follow UNICEF social media.
Have consumers donate to UNICEF.
Above the fold
Explicit Trust Symbols
Above the fold there is the hashtag “#ENDviolence.”
Above the fold there is the official #ENDviolence logo.
On the footer there is the official UNICEF logo.
At the bottom of the homepage there is the section titled “Partnerships and Initiatives.” There are actual partnerships and initiatives that the campaign has already established.
“Global Partnership to End Violence against Children,” “ENDviolence Online,” and “Global Kids Online.”
At the bottom of the website, there is the inclusion of the UNICEF website vernacular.
“Policy,” “Voices of Youth,” “UNICEF Connect,” and “Press Center.”
The website includes a page that depicts the “policy” that all UNICEF affiliated websites must have.
Implicit Trust Symbols
The color scheme throughout the website is a similar blue to the one UNICEF uses for their own websites.
The homepage is structured in a similar way that the official UNICEF #ENDviolence website is.
Landing Page - About
Landing Page - Tickets
Landing Page - Get Connected
Social Media - Instagram and Twitter
Each artist will promote the event on their respective social media pages
The artist will have a unique link to share with their followers which directs them to a page to join a newsletter/buy tickets
Digital Marketing - Banner Ads
Email Marketing
List Capture Strategies
First Fold Visibility & Incentive For Sign Up
An email sign up button placed on the trailer within the first fold will achieve more eyes and potentially more conversions. The incentive = exclusive and personalised content created by the artists.Email presence on social media platforms
Currently UNCIEF has 7 million Twitter followers & 2 million Instagram followers. Adding an email sign up link would be reasonable since our target uses these platforms.Unicef booths
Booths at the concert with email sign up kiosks. The incentive: a ticket upgrade for backstage passes.Like-minded Sponsors & Partnerships
Carefully handpicked sponsors to match the cause and target. Help to acquire new contacts & emails as well as expose the event to more people. Spotify mainly consists of our target and will live stream the concert and gain more viewers to our event.
Email Segmentation: Geography of Sign Ups
The email list will be segmented based on geography since there will be 2 concerts
Emails will be segmented based on the concert the person has signed up for
The emails following this slide are specifically for the New York Concert
Email Examples
Personalisation Through Email
As a thank you for purchasing tickets, the consumer will receive a video message from the artist via email; they will also be enrolled in the campaign newsletter.