The campaign aims to raise awareness of Shutterstock's partnership with Isifa and the benefits it brings users, focusing on creatives and managers who decide on image banks. It will encourage creatives to contribute local Czech visuals to enlarge Shutterstock's regional portfolio and fill a gap. The campaign uses Facebook to aggregate content and reach the public, Behance to involve creatives, and a blog for more in-depth content. It seeks to highlight local content and services while connecting Shutterstock's global and local offerings.

1. 1. SUMMARY
Main goal is to raise awareness about the
partnership of Shutterstock and Isifa and
stretched benefits it brings to its end users.
Campaign focuses on creatives and managers -
these are the decision makers when it comes to
image bank selection. Apart from education
about the partnership, the campaign addresses
the issue of missing proper local (Czech) content
among image banks and encourages creatives to
participate in the competition based on
contributing and sharing local visuals. The goal is
to enlarge Shutterstock portfolio of regional
images (simultaneously also to fill the gap on
imagebanks market) as well as to stress the
importance of localness by creating amusing
visual content with viral and PR potential.
Campaign is using three channels: Facebook as a
central aggregator for general public, Behance as
a niche market tool to involve the creatives (key
target group) and Blog as an education platform
for more complex content.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY (Max 150 words)
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2. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
Global platform with wide portfolio goes local
through the partnership with regional supplier and
brings unique connection of worldwide HQ portfolio
connected with local services.
We plan to present the partnership through the
benefits and local aspect in two ways: kick-off &
long-term. As a kick-off we will spread the message
and encourage creatives to contribute via sharing
their own Czech visuals in order to enlarge local
portfolio of Shutterstock. Collection of local content
will be simultaneously a competition for the best
Czech photo on Shutterstock.
For the long term-approach, we will create a visual
identity (“the face”) mocking the need of making the
visuals look like Czech and educate about versatile
benefits the partnership brings.
Both the kick-off and the visual have a viral and PR
potential.
The unifying connection line is #Šatrstok, phonetic
way to say Shutterstock in Czech expressing the
message Shutterstock goes local.
WHAT IS YOUR SOLUTION?
(Max 150 words)
1) Facebook page and posts - relevant channel for
public used as the content aggregator to maximize
reach and build up the awareness about the
partnership. Furthermore via promoted posts, page
link ads and custom audiences (using remarketing
pixel tracking visitors of Shutterstock.com) we will
reach required target group with personalized
content.
2) Behance – niche but highly popular medium
among creatives used as an inspiration and source of
visuals illustrating local topics such as Czech
Christmas traditions. Behance albums will be also
sharing the best local visuals contributed by creatives
in the competition as well as new sets of local
pictures. Contribution of local creatives brings
interactivity and PR potential.
3) Blog – educational platform gathering longer and
more complex content and informing about newly
gained benefits, advanced tips and how to videos.
To reach its full potential blog will use PPC
campaigns, SEO and SEM to drive traffic.
HOW DOES IT WORK?
(Max 150 words)
Biggest advantage and key message is not the
partnership, but the benefits the partnership brings.
The people who determine which photo bank will
be used are and will be the creatives.
The biggest problem that creatives face regarding the
photo banks is the lack of Czech photos and content
with local feeling.
Retouching photos looking like Czech is not the same
as using Czech photos. They have to do spend a lot of
time retouching them and the results are not always
satisfactory.
Another frequent issue for creatives is the search –
which key words are leading to the wishful content?
How to search for content such as „young people
naturally having not specified kind of fun“?
Simultaneously Account and Traffic Managers taking
care of paper work are often facing problems with
payment and invoicing; missing or wrong payment
details, dealing with foreign taxes and no local
support to turn to.
CREATIVE INSIGHT
(Max 150 words)
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3. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
Facebook Behance.netBlog
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4. 4. THE USE OF 3 SOCIAL MEDIA PLATFORMS
• Facebook
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Facebook
- Medium for wider public
- Aggregator for all the content
- Building awareness about the partnership
and benefits through promoted and
performance posts (page link ads)
- Remarketing pixel and custom audiences tool
to reach relevant people
- Place to show the „new face“ of the
cooperation, the amusing visuals
- Sharing the information about the
competition and encouraging participation
- Customer care – place for discussion
between the company and the users in a
local manner

5. 5. THE USE OF 3 SOCIAL MEDIA PLATFORMS
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Blog
- Educational platform
- Tips and tricks, „how
to“ videos, i.e. how to
properly search for
the content you need
- Presentation of the
benefits of the
cooperation
- PPC, SEO, SEM to
drive traffic
- Part of RSS feed for
managers, clients,
consumers of digital
content

6. 6. THE USE OF 3 SOCIAL MEDIA PLATFORMS
• Platform 3 - picture
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Behance.net
- Medium for niche
audience; the
creative community
(which uses this
medium rather than
e.g. Twitter)
- presentation of the
visuals
- Boards with new local
content
- CTA for the creatives
to join the
competition

7. 7YL2015_cyber_14
Content aggregator for public
TOOLS & OBJECTIVES:
- Remarketing pixel & custom audiences tool to promote their
cooperation and competition to Shutterstock visitors
- Promoted posts to attract relevant TA
CONTENT:
- Competition & cooperation information
- Montages shared from Behance
- Tips & Tricks shared from blog
Niche audience platform
TOOLS & OBJECTIVES:
- CTA for the community to enter the competition and to share
their photos on Shutterstock
- Raise awareness among the creative part of community
CONTENT:
- CZ/US montages promotion with links to relevant sets of pictures
on Shutterstock
- Support the community
Official information channel for the community
TOOLS & OBJECTIVES:
- Platform to inform and educate the community
- Consumed also in form of RSS feed by account, strategic
and managerial part of community
- PPC advertising; SEO, SEM techniques to drive traffic
CONTENT:
- How tos (e.g. find Czech photos; new
tools – labs etc. )
- Information about Czech content
- Benefits (e.g. invoicing in Czech)
- Content taken (and localized) from the
international blog
Co-branded web
PR potential