Anchor 1

Monster Formula = Weird + Unacceptable + Passion in ART!

Stage 1

stage2

Social Campaign

(Individual non-school project)

Art Ambassadors Seed (AAS)

Project Type

Client

Get

Public esp. youngsters & art ambassadors

know about AAS and enjoy arts

Doing a social movement like "free hugs" with people dressing up like a monster and perform arts to the public

Campaign Flow

stage3

FM FB_edited Personification monsters for evokeing resonance & Spread by tagging friends or share posts
Monster Tutorial Keep using similar title to do systematization in order to form a series and build sense of intimacy & Repeating use five monsters helps identification from others posts
Monster Slot Enhance participation of users & Encourage people to learn more about the monsters (One week before the campaign start)
Monster Attack?! Draw people’s attention for the Big Monster Walk after a few days & Raise suspense (post consistantly 3 days before the campaign starts)
Big Monster Walk Forecast the next monster walk & Raise Awareness (the next day after the Big Monster Walk)

Facebook Strategy

Why FB

But

Tone & Manner

1. Long term interaction
2. Sense of Community
3. Exposure Rate Marketing

4. The only official online platform

AAS Facebook Page is not popular (179 Likes)

1. In the beginning, not only post on AAS’s Page,

but also ADC’s in order to draw attention
2. Include strategy of attracting new followers

1. Use teens language
2. Make Monsters as a lively character

Youtube Ad

Why Youtube

But

Tone & Manner

1. Certain Coverage

2. Behaviour of Teens

3. Exposure Rate Marketing

how about they SKIP AD?!

Make them stay by a surprising opening & interesting tone and manner

1. Use teens language

2. Make Monsters as a lively character

Concept

The narrative asks people to skip the Ad and grab attention from the users by saying how annoying the YouTube Ads are.

The narrative is respresenting the character of people who hate young art lovers in the society.His ridiculous point of view and harsh speech
to the little poor monsters enhanced people’s sympathy to young art lovers.

The YouTube Ad should start one month before the campaign and last for one month.