آژانس تبلیغاتی بادکوبه - Badkoobeh Advertising Agency

Can digital campaign, “ICAN”

31th Summer Olympic Games Summer 2016 was a situation in which Kimiya Alizadeh was the first Iranian woman achieving an Olympic medal. But it was not the beginning of the story for Kimiya. She was one of the members of Can Taekwondo Club, and this sponsorship helped her through this achievement. Can Home Appliances Company was sure that she can be a symbol of passing through the obligations and struggles. Specially, because the main audiences of these products in Iranian society are young women.

This mindset became the main core of “ICan” digital campaign in Badkoobeh Advertising Agency. Regarding the essence of this campaign, it was clear that we are facing a social event. So we used the meaning of “Can” brand in Persian as the golden idea and build the slogan of this campaign as “I Can”.

Goal

I Can

To introduce and promote this campaign, we studied Kimiya Alizadeh capacities in order to encourage audiences in virtual space to participate in this campaign. A campaign that is easy to join and also can bring a huge fame for Can Company, improving their position in Iran market. Badkoobeh planned activities for this campaign as below:

 

Designing campaign microsite
Creation and maintenance of campaign accounts in social networks
Content marketing via website, social networks and publishing news related to the campaign throughout digital media
Designing different approaches to promote the campaign

 

Following the targets

Design, implementation and content provision for campaign microsite.

The microsite is designed to cover the reason of launching the campaign and the videos participating in the campaign as well as responding to probable questions of the audiences. Also, through Can Talent Scout Club, we tried to increase online advertising and digital marketing of Can Company.

Concentrating on “ I Can” motto and transfer this idea in an easy and fast way
Responsive
Supporting all aspects of content like text, photo and video
Observing received videos of participants in the campaign
Announcing latest news and announcements related to the campaign

 

Social Media

In social media, our approach is to maintain the accounts, managing the campaign, announcing to participants, comment management and persuading audiences to take part in the campaign.

Idea making and designing executive plan of viral campaign
Writing posts for weblog and social media
Publishing video in social media
Promoting the campaign in Telegram, Instagram and Aparat
Click Ads in mobile web
Designing a sticker package for Telegram (10 stickers)
Introducing, advertising and promoting the hashtag #ican1395
Producing a content to guide audiences how to take part in campaign and send videos
Maintaining direct messages and responding to comments

 

Promotion

Managing digital media buy to publish viral video.
Banner ads in most visited websites
Reportage ad, banner design and publishing news of the campaign and its feedback (most visited and news websites)
Some of the selected media are: Tabnak, Asre Iran, YJC, Entekhab, Khabaronline, modeonline, click, salamati, beytoote, simorgh, akairan, nik salehi, nini site, tarafdari

 

Cooperative plans

Result

Along launching the “ICan” campaign, it announced that all the videos will be reviewed and selected videos will be published in social media and the final winners will have the chance to be displayed besides Kimiya Alizadeh.

The campaign results for Can home appliances company was plenteous:

 

News feedbacks in media active in the area of advertisement and marketing
More than 3000 view for campaign channel in Aparat (in 2 months)
More than 8000 followers in Instagram (in 2 months)
More than 4000 followers in Telegram (in 2 months)

Significant use of #ican1395 by social network users