Date post: | 14-Apr-2017 |
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Business |
Upload: | younglionscz |
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1.SUMMARY
PeopleinNeeddecidedtoraisetheawarenessaboutdevelopmentaidandfightagainstthemythsaboutthenecessityofforeigndevelopmentcooperationbybringingtargetaudiencethemostauthenticexperienceaspossibleandthus,bytakingthemtooneofthedevelopingcountriestheyfocuson.
BythecooperationbetweenfamousCzechbloggersandEthiopianvlogger,broughtbyPIN,andusageofrelevantsocialmediachannels,itcreatedanattractivedialogue,showingthedifferencebetweenthelivingconditionsofCzechcitizensandpeoplefromdevelopingcountries.
Ourkeypriorityistogetthroughthesocialmediacontentclusterandobtainasmuchsharesaspossiblebycommunicatingwithourtargetaudienceinaneducativebutentertainingwittyway.
WechosetouseFacebook,Youtube andInstagramandthemediabudgedisusedtoboostthevisibilityofthevlogger atthebeginningofthecampaign.
SUMMARYPICTURE INTEGRATEDSOCIALMEDIACAMPAIGNSUMMARY(Max150words)
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2.WRITTENSUBMISSIONOFTHECAMPAIGN
-Inordertoraiseawarenessaboutdevelopmentaid,wecreateonlinecampaign,thatgivesauthenticcross-culturalexperiencetotargetaudiencebyconnectingtwodifferentworlds.
- ByintroducingtheirownEthiopianvlogger,Yohaness,whogenerateshispersonalcontentabouthislifeinEthiopiaandsharesitviaSM,itcreatesaninterestingauthenticperspectiveofthelivingconditionsindevelopingcountriesanditsneedofdevelopmentaid.
- ToreachasmuchSMusersaspossible,PINcooperateswithanumberofwell-knownCzechinfluencers,astheyoperatewithaverystrongfanbase.Toobtainattractivecontentwithshareablepotential,influencerscreatesfunnydialogueswithYohaness viaspecificchallenges,pointingtotheparticularmyths- eg.theydon`tneedourhelp,theyarepassiveetc...
- Facebook,Youtube andInstagram werechosenbaseduponitsactiveusagebyourtargetaudienceandduetoitsrelevantcharacteristicsthatmakesthecommunicationmorecredible.
WHATISYOURSOLUTION?(Max150words)
- WeintroduceYohaness‘s FBprofile,wherehesharesshortstoriesabouthislifeaswellasteasersreferring toboth;hisYoutube channelandInstagram.
- Toobtainglobalreachandallowuserstoconsumethecontenteasily,alltheposts,videosandcommentsgeneratedbyYohaness are translatedinczech andenglish (videosaresupportedwithsubtitles).
- Topointoutthenecessitytoimprovethelivingconditionsofpeopleindevelopingcountries,popularCzechinfluencersareaskedtocreatehumorousandeducationaldialogues(challenges)withYohaness,andshareitvia theirYoutube channelsandotherSMsites.
- Yohaness‘s Instagram profilesimplyhighlightsauthenticityofthecampaignbyshowingthoseunforgettablemomentsofhislife.
- Mediabudgetisusedatbeginningofthecampaigntoboostvisibilityofthevlogger onFBviaFacebookAdsandbypromotingpostswithgreatorganicresults.Restofthecampaignwill remainpurelyorganic,thankstoinfluencers.
HOWDOESITWORK?(Max150words)
- Duetothefactthatforeigndevelopmentactivitiesaredistantandourtargetaudiencecannotseetheparticularresultsontheirownthereisalowpublictrustinthistypeofcharities,whichresultsinscepticismnurturinganumberofmythsthathaveanegativeeffectonpublicperceptionofcharitiesingeneral.Therefore,wedecidedtobringanauthenticallyengagingcommunication,thatwillpotentiallyresultinraisingtheneededcredibility.
- Inordertoorganicallyreachasmuchsocialmediausersaspossible,wemakeuseofoneofthemostappreciatedtrendsbyourtargetaudience,whichiscooperationwithfamousCzechbloggersandinfluencers.
CREATIVEINSIGHT(Max150words)
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3.THEUSEOF3SOCIALMEDIAPLATFORMS
SOCIALPLATFORM1FACEBOOK
SOCIALPLATFORM3INSTAGRAM
SOCIALPLATFORM2YOUTUBE
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