igloonet Jan Koudela Veronika Jozifová

1. 1.
SUMMARY
Picture/scheme
describing
the
campaign
(the
same
as
slide
6)
Our
goal
is
to
raise
awareness
about
the
cooperaBon
of
isifa
and
ShuDerstock.
We
have
decided
to
achieve
this
by
using
Facebook
video
ads,
Youtube
ads
and
LinkedIn
business
premium
account.
Firstly,
we
are
going
to
focus
on
the
audience
based
segmentaBon
tool
od
Facebook
Ads
Manager.
At
the
same
Bme
we
will
start
running
Youtube
video
ads
from
a
bit
different
side.
Last
but
not
least,
we
are
going
to
reach
a
decision
makers
from
digital/media
agencies
through
Linked
InMail
messages.
The
idea
is
to
get
in
touch
with
professionals
acBvely
using
online
tools
for
images
at
first.
So
we
start
from
the
boDom,
and
later
on
get
in
touch
with
the
most
influenBal
people
from
the
field
in
more
official
way.
SUMMARY
PICTURE
INTEGRATED
SOCIAL
MEDIA
CAMPAIGN
SUMMARY
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1

2. Since the goal is clear, we naturally see
targeting as the most challenging task
and as a solution itself. So we are going
to adress users from various social
media.
We choose the media which are usual for
target group. We choose advanced
targeting methods with high probability to
catch specific group of users. We choose
video as a main information carrier.
The video creative is directly connected
with the product. It is happening just in
Shutterstock interface – familiar for every
user.
WHAT
IS
YOUR
SOLUTION?
We are going to spread the information
about new partnership to likely members
of comunity of professionals through
widely used social media as Facebook
and Youtube. We are going to show them
the service, tell the story, entertain and
educate them in the same time.
Additionaly we are going to adress
selected decision makers by personal
InMail messages on LinkedIn.
Preliminary issue awarness connected
with positive emotions of wider
proffesional community will make solid
base for a future official communication
with the decision makers. Becouse people
also talk to each other. If any of decision
makers will get the message before
personal email, thanks to other
communication channels, it‘s nothing else
than possitive side effect.
HOW
DOES
IT
WORK?
If the main goal is spreading information
to specific target group, we have to be
creative in targeting and clear in the
message.
Revolution comes always from the
bottom. Here we are not in conflict
situation, but still future innovations or
little changes in companies go better
when are supported or even required by
employees.
Let‘s express the message as a new
relationship which is bringing benefits not
just for the “couple“ but for many - czech
and slovakian active users, who may now
contact official support in their mother
language.
CREATIVE
INSIGHT
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2

3. Video ads rules also on Facebook and their
reach and engagement rate are going to grow.
You can not anymore share Youtube videos.
Frankly, you can, but you are going to waste your
time and money. Facebook prefers its own video
format in its algorithm, reach and even in size of
a video. On Facebook we will use the same
video as on youtube with little improvement, just
for this channel.
We are going to target a job titles (2 500 people
in czech) – not many people sharing their job
possition but some do. Then we will move to
interest targeting. Firstly magazines and other
media which target group members likely
consume (20 000 people) and secondly those
who are interested in shutterstock itself and
similar services (60 000 people).
FACEBOOK
LinkedIn offers a subscription of business
premium account (first month even for
free), that allows sand 30 personal email
per month and use advanced LinkedIn
filters for HR to find right people.
We are going to identify and adress
decision makers of prominent Czech and
Slovak digital/media agencies in a two
weeks after start of the videocampaigns
on Facebook and Youtube.
LINKEDIN
We are going to run video ads attached to
Youtube videos with specific keywords in
headlines such as Photoshop advanced
tutorials, light effects tutorials, retouch and
so on. We can also target on selected
Youtube channels and even particular
videos. We will use Google AdWords to
help us.
TrueView ad will be targeted also on key
terms searched by Youtube users. Video
will appear as a “reccommended movie“.
The average price of one view (30 second
or till the end) is 0,6 CZK. So we can
really show it everywhere it fits.
YOUTUBE
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3

4. 5.
Youtube
Youtube
video
ad
counts
with
original
video
content.
We
are
going
to
place
order
for
animated
video
with
movable
shuDerstock
photo
bank
images.
Simple
story:
interface
of
ShuDerstock,
mouse
cursor
aiming
at
picture
of
guy
sleeping
in
front
of
a
computer.
The
Guy
is
woken
up
by
a
click.
Then
he
starts
moving,
goes
outside
his
picture
frame
and
moves
through
all
ShuDerstock
interface.
He
explains
(and
also
shows
visually)
the
message
about
new
partnership
and
benefits
for
Czech
and
Slovak
users.
He
also
communicates
with
other
pictures
discussing
a
topic.
In
the
end
there
will
be
just
brands
isifa
and
ShuDerstock.
The
video
will
be
made
as
animated
infographics
with
friendly
voiceover
and
playful
music
background.
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5

5. 4.
Facebook
We know that people nowadays almost ignore
ads, so we have to stop bothering them. We are
going to give them what they know, even if it is
going to be just another ad: Facebook ad with
content based on classic motive of relationship
status, in this case between isifa and
Shutterstock.
The relationship status will be just an
introduction movie screenshot. After moving
mouse over continues the same content as is
described on previous slide.
We would like to use also custom and lookalike
audiences but unfortunately isifa currently does
not have necessary basics as a website and
wider fan base.
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4

6. 6.
LinkedIn
InMail Messages allows to reach the most relevant
professionals. We are going to select key persons
and adress them with a particular message.
We are going to collaborate with isifa on making up a
list of prominent leaders in the field. Then we are
going to contact them.
The same case is going to be with isifa current top
clients. We are going to let them know about new
partnership with the global partner.
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7. 7.
SUMMARY
PICTURE
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