Campaign

Below the full campaign plan can be found that supports and uses the video that was also created for this project. This plan is based on the components from Table 2 Marketing components, but has one added component: The main campaign component. This can be found between the budget section and the publishing section. Some components have already been created in previous chapters. These will not be repeated here; there will only be a reference to the corresponding section in this report. Goal

The goal of this campaign is to raise brand awareness for Hi,hi Guide so they get more known among their target audience. With this, they will hope to get more guides and customers so they can grow. The message that they want to convey to do this is the following:

Bringing people together, because humans are important in our lives, as humans can feel and show empathy. This is the human touch we will always need in our lives, especially as technology is invading more and more.

Market

The market that Hi,hi Guide is in, is described in section 4.1.1.1 Hi,hi Guide. The audience that they are targeting are the millennials. They are described in section 4.1.1.2 Millennials.

Buyer personas

Value proposition

Currently, taking a tour in a city consists of you and many other people following a person with a flag. This is, however, outdated, as many people feel like this is not personal enough and the information about the highlights is commonly known or easily findable. Together with taking into account that technology is taking over the jobs of the humans, the personal contact between humans is disappearing. These two problems are fixed with the service of Hi,hi Guide. Hi,hi Guide brings people together by offering a private tour guide that is a local of the city that you would like to visit. Together you can personalize your tour and you can profit from the knowledge of your guide. Besides the highlight, your tour guide also knows the hidden gems of a city and thus you get the opportunity to explore the city like a local.

Visual identity

Most of the identity has already been described in 4.1.1.1 Hi,hi Guide, however, to let the campaign fit their identity, it is also crucial to stay close to the brand’s visual identity. The colour palette should stay close to their main colour or should complement it: FB4640. It is also important to use the same font, which is Josefin Sans, and of course the logo of the company should be used as this is the landmark of the company.

Call-to-action

The call-to-action to include is based on the message that the company wants to convey. By showing what technology can never replace in humans, the following call-to-action comes about: (happiness, closeness, touch, warmth, empathy: ‘the human touch technology will never have.) Choose humans, choose Hi,hi Guide.’

Budget

There is no budget available for the campaign. The main campaign component

The most important part of the campaign is a video, of which the storyboard can be found in 5.1.1 Final storyboard. This video is realized mid-June and will be published as main part of the campaign.

Publishing

The video will be published on the Instagram profile of the company, as Instagram is the main channel of the company but is also widely used by the target audience. In this post, several hashtags will be included. The following are the current hashtags of the company that apply to the campaign and video and thus should be included: #justsayhihi, #hihiguide, #globetrotter, #travelgram, #travel_drops, #igtravel, #roamtheplanet, #traveladdict, #passportready, #letsgoeverywhere, #travelmore, #travelawesome, #worldtravelbook, #locallove, #visualsoflife, #letsgoplaces, #suitcasetravels,

#golocowithalocal, #technology, #technologytakingover, #technologyinvading, #humansarethebest, #millennial, #likamillennial, #millennials, #choosehumans, #choosehihiguide, #humantouch, #humansvstechnology #humanvstechnology, #empathy.

Besides the above-mentioned hashtags, there should also be a small section of text posted alongside the video. This text should include positive and high arousal emotions, as this will inspire the audience to act upon the call-to-action but also convey the message of the company. The text will be:

Technology is invading our day-to-day life. However, this is not the case with Hi,hi Guide. We still trust our human capacities and focus on the human interaction between you and your guide. This human touch is what makes your tour special. So, get exited for booking your next trip! Choose humans, choose Hi,hi Guide! For our website, check the link in our bio.

The posting of the video will be done on the best times possible, as already described in section 4.1.3 Context and in section. These are during the weekend any time, or weekdays on the following times: 8:00 a.m. to 9:00 a.m., 5:00 p.m., and 2:00 a.m.

Measuring of success

How the campaign and video will be measured, is explained in section 3.5 Measuring success. However, it is important to also keep the growth going and keep the customers happy and loyal to the company. This should be done by responding to the comments given by the audience, but also act upon the feedback that is given.

Follow-up

As this campaign had to be created in a limited amount of time, the follow-up campaign will consist of the other elements that the company should add to make this a full campaign. As the video is made out of sketches, these can also be posted separately in the Instagram story of the company. Besides this main video, one component that should be added to this campaign is other videos. This should include the ‘How to… (book a guide) video, but also personal stories by local guides or by customers on tour. This could be done in story-telling-style, but also in the polaroid flip/pass-on style or the selfie circle in town squires style, like mentioned in section 4.2.2.1 Fist iteration brainstorms. The videos posted by the company, thus also including the one from this campaign, should not only be spread by the company alone, but also by its influencers. They will help a faster and wider distribution of the videos and thus also the message and brand identity. Also, by not only posting it to Instagram, but also other social media the company uses, like their website or Facebook, the reach will increase.

Also, a competition should be added where the company chooses the best photo, best video, best local per city, or local of the month and gives some kind of reward to the winner. This could be either merchandise from the company (a t-shirt, wrist band, hat or socks), a special package (including the previously mentioned merchandise, the polaroid frame, or the quote on a stick), or discount on a trip if the winner is a customer. These components should be added to the company’s already consisting growth strategy which is used as current low-key campaign.