We had a three day sprint at Hyper Island together with Mentor Sweden. Mentor Sweden is a non-profit organization that works with mentorship for young people. Mentor is offering an individual mentorship program where adults applies for being a mentor to a mentee (a teenager). The brief was to focus on rebranding Mentor and their new Group mentorship program. This through contents on digital channels, create a design mockup for the website and social media content for campaigns.
Mentor Sweden
Rebranding, UX/UI, Conceptualization
My role in this project was mainly to create the prototypes for the new landing page and the campaigns. I was also a part of the general brainstorming process.
Process
Mentor were providing us with plenty of research made beforehand so we could focus on brainstorming, designing and rebranding the new program. We looked into where youths are active, and how they spend their time. We asked several teenagers within the target group what social media they use on a daily basis. Further we started looking into what kind of content they would be curious about. We asked mentees that are already part of the individual mentorship program - what kind of people and accounts do they follow? What are they interested in on social media? These were their answers: football, sports, friends, Swedish influencers, everyday people that are just like them. Based on the answers we got, we assumed that what catches their attention the most is content that they can relate to. People and activities that in some way are similar to them and their common interests and how they perceive the world.
Solution
The first thing we did was to rename the group mentorship program to "Group hangouts" instead. By having a more casual name and tone of voice - the program feel less intimidating. We increased the main program's exposure on the website (the individual program & group mentor program).
To promote the new group mentorship program we came up with the solution that Mentor should collaborate with recognizable brands that are strongly connected to popular culture and how young people interact today. This will then tie in with their interests since youths matches based on the same interests. Let’s say one mentor group has sports as a main passion. Stadium will then promote the new group mentorship program and host a fun event at the end of it for all the Mentees to go and hang out as a wrap up to the six months. By doing this, youths will be interested in applying for the program and at the same time the companies do it for a good cause which is beneficial in the long run. Mentor can also connect different groups of different interests. The fun event in the end of the program would be a big thing to spark their interest into actually signing up for the Group Mentorship program.
This would remove the stigma that it would be a lame thing to participate in a mentor-group when you are young. That’s why we would create a social media campaign that speaks the language of the youth and awakens their curiosity. Instagram & Tik Tok posts would be the main channels to market the collaborations with these companies that the kids find cool.
By doing this, we solve the problem - by creating a hype around the Group Mentorship and building a community around it.
This is a suggestion on how the marketing could look like on Mentor's instagram to showcase the collaboration with different brands and inspire youths to apply for the program. The image above is a suggestion on how a collaboration could look like when the company are showcasing the program on their social channels.