kompasberbagi

#KOMPASBERBAGI
• Name of the Program
YOUTH SPREAD (KOMPAS BERBAGI)
• Category of the Entry
Making a SoLoMo (Social, Local, Mobile) Connection
• Sponsoring Newspaper
Kompas Daily
• Complete Address of Newspaper
Kompas Gramedia Building, Palmerah Selatan no. 26-28, Jakarta 10270
• Name & Email
Name : Tarrence Karmelia Palar
Email
: tarrence@kompas.co.id | trc_palar@yahoo.com
• Circulation & Frequency
Weekday 1.904.238 readers
Weekend 1.728.216 readers
• A-one Sentence Description of The Project
This project is to give young people an avenue to share, a reason and a
trigger to act againts some social situation around them, and experience
the value of Kompas through direct interaction with the brand.
Target of Project
18-25 yo
Background
Kompas is a leading daily Newspaper in Indonesia, well known from its high
quality writing and investigative journalism since year 1965. However, this strong
credibility is not appealing to youth segment.
Not only the brand appeal. The category appeal is also very low. To the age
segment who were born in the digital era, a traditional print newspaper is not
only unappealing but also the idea of reading it rarely cross their mind.
They are the segment of “act first, justify later”. So it is crucial to make them
experience the value of a brand in the introductory phase before hoping them to
buy the product.
18 > 20
21 > 24
Reader Demographic
25 > 34
35 > 44
Age
45 > 54
55 > 64
> 65
Source : Forum Pembaca Kompas
We found that the end of December until early Januari is a perfect
momentum to running this programme. New Year’s celebration combine
with major flood season occured at that time, where there were so many
Jakarta people lose their home and belongings in the flood.
To invite the youth to join this movement, we use – of course – digital
medium, as the main medium where youth flocked. This invitation was
also intended as a trigger for the youth to spread this social movement to
their on-line network by uploaded their pictures holding the gift.
WHY creating conversation
with youth?
We should see this facts from the human insights, thinking behind the IMC
campaign and came with an interesting and innovative programme.
As our target segment is Indonesian Youth, we see that their ‘newspaper’ right
now is social media, specially twitter. To them, Kompas wanted to be their parent’s
‘twitter’. They are craving for content and story to be shared. Instead of trying to
persuade them to read our newspaper, we give them an avenue to directly
interact with the brand and experience the value of Kompas.
How?
We discover that youth actually did “consume” our newspaper. Not by reading
it, but by using the paper as a wrapper. A gift wrapper.
We also discover that the gift that is being wrapped by newspaper usually mean
anonymous. Not important from whom, but the more important is for who. So
coming from this insights, we come with a big idea of YOUTH SPREAD (KOMPAS
BERBAGI).
We choose twitter as the main digital medium for this programme, because of its
popularity among Indonesian youth nowadays. Twitter has become their “daily
newspaper”. Kompas was also put drop boxes – to collect the wrapped gift, in
several Kompas’s network book stores.
Goals
• Create the engagement with young people by
use twitter to shared #KompasBerbagi and
experience the value of Kompas through
direct interaction with the brand (usage the
wrapping paper)
• Spread the social movement through social
media (twitter, website)
Program Name
YOUTH SPREAD
(KOMPAS BERBAGI)
The Project in One Sentence
This project is to give young people an avenue to share, a reason and a trigger to act
some social movement around them, and experience the value of Kompas through
direct interaction with the brand by use twitter as the main digital medium.
Target Audience
Youth generation, 18-25 yo
Project Description
On 31st of December 2012, Kompas “donate” 2 pages of their cover paper
designed as wrapping paper. They printed out a beautiful gift wrap pattern.
And ask youth to donate their used belonging and share it to their little less
fortunate ‘brothers and sisters’ using Kompas gift wrap as the wrapper.
To invite youth to join this movement, we use – of course – digital
medium, as that is the main medium where youth flocked. And we put
dropbox – a box to collect the wrapped gift - in several Kompas’s network
Sharing
store. flow
Wrap
3
1
2
Take
Drop /
Give
Financing
This project’s financing was totally “donate” by Kompas itself. The main
expenses was only came from the wrapping paper production cost. To
promote the programme, we used free channels of social media.
This programme is a low cost project, and originated as a social
movement. All components of this programme are very common:
wrapping paper, gift and social media. It should be easily transferable to
other countries or situations.
Media
Newspaper Ads
12/30/12
12/31/12
http://berbagi.kompas.com
01/02/13
01/03/13
01/08/13
12/31/12 AdsCover
01/09/13 CenterSpread Ads
Web Banner
@KompasMuda
Harian Kompas
Kompas Berbagi
Promotion
Media
E-Newsletter
Promotion
E-Newsletter
Radio
Blognotes
Radio
OOH
Publication
MuDA 6th Anniversary
01/04/13
01/13/13
02/02/13
01/18/13
Action Result
Wrapping the gift using newspaper wrapping paper
Donate the gift for Jakarta Flood Victims
& Kasih Anak Cancer Foundation
Digital conversation Result
2.554 conversation
The result was remarkable. For a
campaign that took only two days and
costs almost zero, we collected more
than 2000 Kompas wrapped gifts.
Create more than 2,500 twitter
conversations among youth. Invites
more than 5000 youth visitor into the
website.
5.247 visitors
2.000 gifts
twitter
Web
@ DropBox
Simultaneously in nine
cities, exchange gifts between Kompas
MuDa community member
Stimulate readers with spirit
of sharing between member
of society and families
Source : Twitter & Google Analytics
Twitter Tone
0.20%
30.62%
69.18%
Negative
Neutral
Positive
+
+
+
+
@innodini: Feel good by doing good.
#KompasBerbagi 31 Desember 2012.
Don't miss it :)
@valenthartadi: Ucapan selamat pagi utk
orang pertama yg kamu temui setelah
bangun tidur adalah bentuk semangat
berbagi #KompasBerbagi
@budihidup: berbagi itu berarti juga
memberikan kesempatan orang lain untuk
menyayangi kita :) #KompasBerbagi
@ririnokta: kereen kompas hari ini ada
kertas kadonya. Selamat #kompasberbagi
di penghujung tahun 2012 :D
Source : Twitter Archives
31% are very enthusiastic about the program #KompasBerbagi
Website
• http://berbagi.kompas.com/tentang-berbagi/
• http://berbagi.kompas.com/gallery/
Video:
• http://www.youtube.com/watch?v=4M2SoUp
t6dM
• http://www.youtube.com/watch?v=FaaBXWG
c3i0
#KompasBerbagi
This event will continually developed as an annual routine
activity and also as Kompas contribution in developing the
spirit of sharing by optimalizing the usefulness of
newspapers