Tuesday, May 7, 2013

Carey Social Media Campaign Idea

(1)        Describe the challenge

The challenge is to bring Buddhist practices to the modern person via their smartphone and social media. The desire to achieve positive karma and nirvana through everyday tasks is complicated and can seem impossible, especially for those that are living and working in a world where it seems that they are getting away from traditional Buddhist lifestyles.

(2)        Who is the target audience?

The target audience will be those who practice Buddhism. Focusing specifically on those that practice Buddhism in the U.S., this app will probably appeal to those that have recently found the Buddhist lifestyle, or those that grew up in a way that is different than the Buddhist tradition. These people are mainly scholars or those that have achieved advanced education. I am targeting this audience because I believe that they will be more likely to incorporate social media into their lifestyles.

(3)        What does the audience currently think about the brand or group?

Those that practice Buddhism are consistently searching for ways to improve and gain positive karma. It is sometimes difficult to keep these thoughts in mind when dealing with the hustle and bustle of our current life, especially in the city.

(4)        What would we like the target to think and feel?

I would like the target to feel as though they have a safe place to go in their practice while on their smartphones and social media devices. They should have a positive experience after using the app and have a more peaceful mind.

(5)        Which facts, evidence or thoughts will assist in this change of thinking?

I will call on Buddhist teachings, yoga centers, and commonly practiced ideologies of Buddhism to complete the app. While the teachings of Buddha are vast and can appear to be endless, they will be experienced in a way that is available in a short or long version.

(6)        What is the brand essence?

Peace is the essence of the brand. This app will promote peace in one's mind in the moment as well as creating a lasting effect on the individual.

(7)        What is the key emotion that will build a relationship with the core audience?

The goal of Buddhism is to create a balance of emotion, no high highs or low lows. The emotion that I want to build with the audience is based on balance. I want them to feel as though it is a safe space that is individual and free of any extreme emotion.

(8)        What media will best facilitate our goal?

I believe that using a smartphone app is the best way to facilitate this 'Buddha-on-the-go' feel. Advertisements can take place on websites that appeal to those with high education such as The Onion,  therumpus.net, etc.

(9)      What are the most critical elements?

The most critical elements include creating accessible information in an app format. There is a lot of information that can go into an app like this, but it must be concise enough to be enjoyable and expanded enough to create depth. 

(10)      What is the  single most important takeaway?

The single most important takeaway is the ability to bring Buddhism into everyday lives.

(11)      What do we want the audience to do?

I want the audience to use the application to better their lives.

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