Wunderman Alžběta Málková Aleš Křivánek

1. 1. SUMMARY
We already know Czech guys!
Shutterstock becomes more human. They know
local needs and it brings new opportunities to
customers.
Our campaign is built on know-how of local
users, events and habits. During whole year we
present the most famous habits and events
relevant to Czech market. We show to Czech
audience two or three options of solutions for
concrete situation and then we introduce we
already know the right and best answer.
We also give a chance to user try how well they
know the Czechs.
The key message is that Shutterstock knows local
environment, because they have a new partner
Isifa who has many experience and knowledge.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
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2. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
We want to present the fact, that
Shutterstock already know the Czech
environment thanks to cooperation
with Isifa, by easy and funny way, which
looks like quiz and other contents as
videos and visuals for other media. We
will demonstrate knowledge of local
users, events and habits on social
networks targeting to the right
audience.
All materials will include the key
message: “We already know…” with
the conclusion “Czech guys love draft
beer with perfect foam” or “We already
know…” and the conclusion “Czech guys
have their shoes off at home”.
We also bring the chance to try how
well users know the Czech and of
course they have chance to ask
questions regarding Shutterstock.
WHAT IS YOUR SOLUTION?
We decided to start with promotion on
two most favorite social media
platforms in local market. On these
channels we as a Shutterstock will focus
on video and visual formats with
message “We already know … and
you?” which leads to the microsite
where is the widget of third social
network – ask.fm, which serve as care
center.
On microsite we explain how we know
the locals – we have a right partner, so
don’t worry to ask us.
We also want to people share the funny
content and discuss about the topics, so
we add quiz where users can have a fun
and also educate about Czech habits
and share results.
HOW DOES IT WORK?
People know Isifa as a partner of Getty
Images. Now we want to present them
their new partnership with Shutterstock
in local market. When people using
Shutterstock, they didn´t know their
connection with local company as Isifa
and that´s the problem.
We want to build the brand awareness
with the key benefit of this partnership
= brand new knowledge about local
users and their needs – Shutterstock
already know Czechs.
We don´t necessary need to activate
our audience, we mainly want to say
them about our partnership through
promo materials based on classic
common activity, traditions and habits
during whole year. We don´t want to be
a partner for one night, we want to
build long-term relationship.
CREATIVE INSIGHT
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3. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
FACEBOOK – Promo Posts YOUTUBE - VideoAd
with ASK.FM widget
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MIcrosite – competition

4. 4. THE USE OF FACEBOOK PROMO POSTS
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Communication strategy
on Facebook will be about
local topics we want to
discuss about.
We want to create post
and communication with
key message and topic
what is typical for Czechs.
We will work with FB ads,
mainly with targeting to
our special group users.

5. 5. THE USE OF YOUTUBE VIDEO ADS
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YouTube channel is the
best way how to assume
Young creative users.
We want to use video
format, because it’s more
illustrative and we want
to demonstrate our story
emotively.

6. 6. THE USE OF CARE CENTER ON ASK.FM
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We want to guarantee a
surrounding for
communications, for a
dialog between you and
your users and also
between users together.
Platform ask.fm is
young site with younger
users. But we want to
take its advantage and
work with ask.fm
widget on the microsite
as well.

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