For our capstone project, we had to create a media campaign for a local NGO. We had to come up with everything from concepting to delivery and carry out the campaign from start to finish and measure results. We produced videos, pictures, brand guidelines, we developed a strategy for both Organic and Paid Media.
Our NGO was Fundacion Talento MCR who lives by the mantra “when you create, you don’t suffer.” They host a variety of arts & crafts workshops for disadvantaged people, but they needed to start putting the same effort into their marketing strategy.
Campaign Performance Case Study
Creative Concept & Insight
In order to make Sock Puppets something interesting to the public, we came up with a campaign that was relatable. Everyone’s lost a sock in the wash, and we knew that was our “in”. As they followed the campaign, the people of Madrid saw the impact socks can make at Fundación Talento MCR, and learned the mantra of Talento—”when you create, you don’t suffer.
Our campaign was split up into 3 phases:
Phase One
Phase One: Teaser & Posters
Not only did we release this video featuring a Madrid resident losing their sock in the wash, but we hung “Lost Sock” posters around Madrid ourselves. The teaser and posters led to our microsite, which gave more information about Fundación Talento MCR and the campaign. The site also contained a video that detailed Talento’s activities, impact, and interviews with employees and volunteers
The volunteers in the video come from One2One, an organization that partners with Talento. These interviews will be the basis of a CSR-oriented video that will be posted to LinkedIn later on.
Phase Three: Measurement & CSR
In this phase, we used footage from the sock puppet-making event where the Socketines socks were handed out to create a CSR-oriented video for LinkedIn. Fundación Talento MCR likes to tailor creative activities to the companies they partner with, and this is a perfect example of that.
One this was completed, and we were able to measure the impact of the campaign, and create the case study video above.
* To the right is an additional “How to Make a Sock Puppet” video we created and released before the sock puppet workshop.
Final Campaign Video
Final Video
