The charity, Comic Relief, has decided to rethink its marketing strategy of targeting and engaging with young people by moving to digital and online approach. In order to accomplish this goal the charity is partnering with online storytelling community Wattpad, whose target audience are under twenty-four and accumulate over forty-five million monthly viewers, to increase their online reach by developing a social media campaign to better communicate with this audience.
The idea behind the campaign is to make the charity stay relevant and timely: providing creative engaging content and experiences, which will utilise an element of humour - inevitably a 'shareable' and 'likeable' aspect to social media and to gaining great reach and spreading through word of mouth.
Will it bring Comic Relief outside of the school context?
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