The Social Workout
'Your total comes to... Your Organ' says the cashier. :)
Social Marketing Feature:The Exchange-Give Life,Get Fashion
And that's what 'The Exchange' is about; changing the currency of consumerism.
The Warm Up- Campaign Background
Consumerism is a form of attachment to materialistic values and possession. The foundation used this negative term to prove that fashion can actually save lives.
Native VML is one of South Africa's leading full service digital marketing agencies that executed this campaign. The pop-up boutique was created on a tight budget using 2,000 euros from The Organ Donation foundation funds that was used for paints, rent and other materials. The agency used persons who are on the donor waiting list as models, online banners and targeted emails. Social Media brought great traffic to The Exchange because any donor who comes to 'purchase' an item is photographed and posted on all ODF's social media page. Despite the fact there were no paid-media for this campaign, The Exchange gained publicity from entertainment news, magazines, blogs and primetime news because of the buzz on social networks it created.
Personally, the campaign had many strengths than weaknesses because of its originality and how integrated everything was. If you should look at the theme colours, red and white that are representations of organs and tissues which is the same colours on the tags, bags and the store. Persons love to shop, especially in developed societies and no other place to target their audience in the shopping mall where they also promoted the cause. Another strength I saw in this campaign was the easy sign up done electronically then used as a pledge to post on Facebook than the lengthy form on ODF's website. They created a distinctive packaging with 'Organs in Transit' on the bag that can be used to trigger the emotional side of consumers and to remind them about the unique shopping experience they had. Taking a photograph of the consumer and the product for example (like the pic above) 'Shop your Heart Out #TheExchange' is what helped created the buzz on social media which is one of the easiest communication channel to view results of viewership and participation. Adding to that, I can remember from a lecture with Dr.White, he explained how place and promotion from the Amazing 4 P's in Marketing can work together, as in, the place is where the augmented ( the service of signing up to be a donor) and the actual product which can also be seen as a benefit too (the clothes/item purchased) can be at the same place.Well how convenient that can be for the customer. This example was strategically done in the campaign.
Few weaknesses would be there were only ONE pop-up store. This could also be seen as a threat because not enough persons may not be able to visit that one store. The store being the only place to sign up to be an organ and tissue donor is a limitation as well, because maybe there are persons on social media who likes the idea and are not able to visit the store to use the simplified format of signing up.
Final Lap from the workout - Recommendations
I appreciate this campaign and ideas the Agency came up with. I hope one day.. some day.. it will come to Jamaica ?? Maybe soon? Lol. I would definitely participate and shop shop shop!