17 February: How to Craft Movements

Description

• Join me on 17 February
• Duration: 60 – 90 mins
• Time:
  • 3pm CET
  • 2pm London
  • 9am NYC
  • 7pm Delhi

“Campaign” and “targeting” illustrates the militaristic command-and-control language of traditional marketing that still dominates most of the media landscape. It clashes with a bottom-up, pluralistic and open media space where people embrace the opportunities of an Internet for them and by them, from citizen journalism to off-the-shelf e-commerce platforms for Average Joe with something to sell.

This way of thinking we call “platforms” and they are re-writing the relationship between brand and people and turning people into their own creator of content. No mass- market content here! The brand is empowering an army of the willing to join on a shared mission! It’s like a Wikipedia of campaigns, where everyone with a passion get to create the content.

These brands communicate differently, moving away from the “We promote” to enabling the individual; “You promote”. I began to observe certain patterns and realised this was not a campaign, but something that in its own right deserved a name: a transformative platform. It’s structured much like a game, just waiting for people to come and play again
and again. In this workshop you’ll learn everything you need to know when putting people behind the steering wheel of your next campaign.

Audience: The workshop is for everyone working in the cross-section of sustainability, social and marketing from brand, agency, non-profit or consultancy side. There will be a strong focus on campaigns and movement building.

You’ll learn:

• Learn how to shape movements that inspire people
• The eight attributes of a platform that puts people first
• Explore a new way of crafting campaigns