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Summary

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Czechs do not believe that their donations are given to real people in need. We want to show them this is just a myth and actually there are many projects being realized right now.

We want to distinguish from common communication and sometimes even cliché of other NGOs.

The activation is based on people sharing their stories - 30 different stories collected via 30 different projects.

And why #PomocZaNoc? It‘s a hyperbole driving the witty humour to the entire activation and it‘s based on the fact that most of these projects are realized when our audience is asleep.

Written submission of the campaign

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Appellate campaign for 30 nights showing 30 different projects of Rozvojovka and bringing 30 different stories via 3 different channels and stress out one thing SoMe and development aid have in common – they are both about people.

Our goal is to create content which will connect people with technically the same interests but very different execution and will:

1) Demonstrate concrete results of Rozvojovka work.

2) Hyperbole, gloss the kind of content our target group eagerly posts and bring little humour to this otherwise serious topic.

To connect right people with right content we look at two key indicators: posting time and the most popular (used) hashtags indicating what and when our audience is posting. As most of the aid is happening when Czechs are a sleep we created #PomocZaNoc as a link of all the content.

Solution  

Every day we show one project in two different ways:

1) Rational – via facts and figures we give people reasons to believe in particular project and Rozvojovka work. To maximize reach of this kind of content we put it on the biggest social network – Facebook.

2) Emotional – to get closer to people we show them stories of other people who are similar to them.

We choose Instagram as the optimal medium to bring high engagement among our target group and to create for one-to-many storyline. Additionally we use Tinder as a medium connecting people in fresh unconventional and also direct (one-to-one) way.

How does it work?  

There are few facts:

1) Just because we do not know about something does not mean it’s not happening.

2) Even minor help from minor country can have major impact.

3) If we want to change people opinion we have to touch their emotions.

Target group:

-They are SoMe savvy - native users of smart phones using various apps

-They are difficult to reach - everyday they are reached by huge amount of content we need to stand out from.

- They are first new generation – unlike their parents they value social responsibility and care about humanitarian issues but they are still Czech famous for their sarcasm and ironic, cheeky humour.

Insight

The use of 3 social media platforms

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Facebook Tinder  

Instagram  

Use of Facebook

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Promoted posts reaching relevant target group to maximize reach with a use of 65% of the budget.

Glossing copy bring humour to serious topic.

Facts & Figures

Rich media formats (such as canvas) to attract attention and tell a story.

Why Facebook?

Up 4.500.000 active users among various age categories

Wide media targeting options based on people interests and behaviour.

Use of Instagram

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35 % of the media budget used for promoting Instagram posts based on social media activities and interests.

Why Instagram?

More than 700.000 active users, 18 – 34 yrs

Higher engagement than on Facebook èpotential sharing

One of 30 real stories showing the impact and significance of Rozvojovka aid.

Use of popular hashtags to reach people with “same interests” (eg. cooking, workout…) to bring little hyperbole to the topic and to maximize organic reach.

Use of Tinder

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On Tinder we connect people based on their similarities and “BTW” show Czechs impact of their country abroad.

Witty comparison to that Tinder usually shows mates who are nearby.

Different point of view to one of 30 real stories communicated via “Pomoc za noc” profile. The main aim is not to get match but to surprise out target group on channel they would not expect.

Why Tinder?

More than 100.000 active users, 18 – 34 yrs

Very little commercial contend è potentially bringing high engagement