MSP - CauseRelatedMarketing

Assessment Item 4 “Cause-Related Marketing” Zoë Keidge

The Campaign

About the Campaign

PLANTING THE SEED FOR CHANGE THROUGH DESIGN

Meraki Life is a campaign run by Meraki Lines in affiliation with Kiva. The aim of the campaign is to combine the design strengths of Meraki Lines, with the global platform of Kiva, in order for customers to make purchases that enable positive growth of entrepreneurs in developing countries.

Why partner with Kiva?

Kiva are a non-profit organization with a mission to connect people through lending to alleviate poverty. Leveraging the internet and a worldwide network of micro-finance institutions, Kiva lets individuals lend as little as $25 to help create opportunity around the world. Their slogan is: “Empower people around the world with a $25 Loan�

Kiva and Meraki Lines are a perfect match, because as a design start up, at Meraki Lines we know how hard it is to start.

Our vision is to inspire positive social change in the world through creativity. With this in mind, helping entrepreneurs in developing countries through our art is a worthy cause that aligns perfectly with the values of Meraki Lines.

Campaign Branding

Campaign Logos and Colours

PLANTING THE SEED FOR CHANGE THROUGH DESIGN

Meraki Life Campaign

The Products “Planting The Seed” This artwork has been created for the campaign, and named “Planting The Seed”. It symbolises how everyone around the world can contribute to the growth of developing countries and the overall positive growth of the planet.

This is the main aspect of the Meraki Life campaign, as it will be the print sold through the Meraki Life store.

It will also feature on the campaign t-shirt, as an easily identifiable symbol for Meraki Life. All of the profits from these products go towards Kiva.

“Plant the Seed” Print

Foiled Print

Campaign T-Shirt

Online Presence The online presence consists of a simple easy to use website. The website has links to what the campaign is, a donations page, the products page for customers to shop the supporting merchandise, and also has a link to the competition page. Both Kiva and Meraki Lines will provide direct access to the campaign through their separate websites.

Instagram Ad This Instagram advertisement will appear in potential customers news-feeds as a sponsored ad. This ad shows the Meraki Lines logo and when clicked on, takes the user back to the Meraki Lines page, which has a link to the campaign website. The image displays the campaign name and the campaign slogan with a simple call to action to engage with the audience.

Instagram Competition The competition will be run with the hashtag #merakilife.

The aim will be to raise awareness of the campaign through users sharing their photos on Instagram. The photos they share will be customised with stickers, which can be applied through the mobile friendly website link. The user with the most creative photo/sticker combination will win a collection of 3 Meraki Lines and Meraki Life limited edition prints and a campaign t-shirt. The competition basically acts as an online event, and is the fun and interactive aspect of the campaign designed to generate user interaction.