ogilvy one, a.s. (jan hlavín, johana kroftová)
TRANSCRIPT
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1. SUMMARY
Picture/scheme describing the campaign (the same as slide 6)
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY
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When people want to learn something, they search for it on-‐line and especially on YouTube. We use this behavior in order to increase awareness about the ac?vi?es of Czech development coopera?on. We prepare a diverse content campaign consis?ng of short tutorial videos and pictures starring real aid recipients showing the viewer what they are able to do when they are given the opportunity. We use this content as targeted prerolls on YouTube, we post it on Instagram, where we use trending hashtags and also on Facebook, which serves as informa?on hub of the campaign. The main purpose of the strategy is to generate traffic to Rozvojovka Facebook. We show, that for people in developing countries knowledge means everything. In this case it is not about hacking your life -‐ it is hacking in order to stay alive.
2. WRITTEN SUBMISSION OF THE CAMPAIGN
WHAT IS YOUR SOLUTION? CREATIVE INSIGHT
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People love exploring new ways how to make their lives more comfortable. Everyone is googling new recipes, Kps and lifehacks. Our target group is not an excep?on. You can find a tutorial video for almost everything on YouTube – from da?ng a girl to growing an avocado tree. People in developing countries seek a good advice too – but for their survival. A simple piece of knowledge (for example how to clean water) or a wiOy gadget can be the difference between life and death in these unimaginable condi?ons they live in.
We will use this trend and create our own tutorials with real aid recipients, that show what they’re able to do thanks to the development aid. These short and simple videos and pictures will cover our target audience‘s popular topics such as cooking, lifestyle, sport, household ?ps etc., but from the point of view of the aid recipient himself. We show the aid recipients as self-‐reliant individuals and help our audience to understand what the development aid is actually trying to accomplish – to help people take life in their own hands. Addi?onally every tutorial communicates one specific aid project: We will connect cooking with agricultural/water projects, household ?ps with reconstruc?on in the aTermath of natural disasters and so on. As a most relevant channels for our target group we choose YouTube, Facebook and Instagram. Influencers also take part in this campaign by sharing relevant content.
Youtube is obvious first choice for people looking for various tutorials We use this behaviour and confront the users with completely different world. We work with prerolls targeted to show before other popular tutorial videos. Each preroll is relevant to the content user intends to watch. We also op?mize the videos in order to make them appear in relevant search results. On Instagram we u?lize trending hashtags related to the topics of tutorials for a purpose of delivering the content to more specific audience. By this mechanism we are able to access the users with liOle or no interest of the cause and therefore increase the overall reach. Facebook serves as landing page of previous plaXorms and also as an informa?on hub of the campaign. Here will our audience find addi?onal content and will be provided with further informa?on about the ac?vi?es of Czech Development Collabora?on.
HOW DOES IT WORK?
3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
YOUTUBE FACEBOOK INSTAGRAM
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4. YouTube
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(When user wants to see a workout video) We show a preroll of Congolese boy giving advice on gaining mass. Message: Thanks to the development aid 300 Congolesean children managed to beat extreme underweight. • Pre-‐roll ads targeted on popular tutorial
videos • Examples: • Cooking – Tutorials with na?ve recipes of
the recipients (We communicate agricultural projects)
• Music/Learning instrument – Tutorials focused on playing na?ve instruments (We communicate building schools)
• Household ?ps – Tutorials about decora?on (We communicate building new homes)
• We will also op?mize videos in order to make them appear in search results
5. Instagram
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Instagram • Use of trending hashtags in order to
increase the access wider audience. • We comment on related posts of other
users • Paid Instagram ads • We post videos and extra content (pics
from shoo?ng etc)
6. Facebook
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Facebook • Na?ve videos (Auto-‐play) • Using Facebook Canvas as a
virtual „leaflets“ informing about the campaign and ac?vi?es of the Czech development coopera?on.
• Gefng the feedback from community.
• Extra content and further informa?on