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2. 1. SUMMARY
Who can change your mind about deep-rooted
myths? Only person you trust and follow.
In the digital age we live in, social influencers are
definitely the ones who can make you revise your
opinion.
The aim of our campaign is to raise awareness
about developing aid through sharing real
peoples´ stories presented by people that we
place confidence in and listen to – aka influencers
– who are on the venue and share their thoughts
and show the reality.
Facebook/Instagram, Youtube and Periscope are
the main effective channels that enable social
communication and thanks to clever and precise
choice of our ambassadors they help us to reach a
significant part of our TA even in a short therm and
with a tight budget.
Choice of ambassadors is crucial for the project in
order to get high reach.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
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3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
Our IDEA is not about being provocative or
hilarious or balancing on the edge and
thus reaching people thanks to
shareability.
We want to reach as many people in our
TA as possible thanks to great choice
of suitable influencers who work hard
so that our “25-30 y.o. from big cities“ like
them and follow them due to their
achievements (and pointy comments) –
such as Maxim Velčovský, Tomáš
Sedláček, Nicol Štíbrová, Tomáš Třeštík,
Ben Cristovao, Jaromír Bosák.
Through their Facebook + Instagram and
Periscope (Twitter) accounts (connected to
Rozvojovka by hashtags), they link with
their adherents and share their thoughts
on developing aid as naturally as their
other opinions.
We chose these channels plus YouTube
since they are the most effective social
media that our TA actively consumes.
WHAT IS YOUR SOLUTION?
As the media budget is very tight, the
choice of influencers is crucial (no no-name
faces) to profit from their reputation and
follower base.
We send our ambassadors out of their
comfort zone to different developing
countries to reporter about what they see,
how they interact with locals and shows
that these people really care about our
help. And mainly that the help significantly
improve beneficiaries' lives!
The influencers share their adventures,
experience and provoke discussion - the
echoes will be alive even after their arrival
thanks to their personas.
Based on different personalities that the
influencers have, the content never looks
the same and suits to the followers.
Finally, all the content that ambassadors
create is accessible on microsite which is
our central hub that might be in use for
future projects
HOW DOES IT WORK?
Czech people are sceptics by
nature and they do not trust
government and institutions.
Nevertheless their opinions are
often shaped by other peoples´
believes - as the research Myths
in Development Aid confirms.
If we want to persuade them, we
need to activate people who can
have impact on their minds.
Let debunk the myths by
spreading the real stories by
influencers who are successful
in what they do and thus people
love to follow them!
CREATIVE INSIGHT
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4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
FACEBOOK/INSTAGRAM PERISCOPEYOUTUBE
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FB: 45.688 fans
Twitter: 26.979 foll.
FB: 34.602 foll.
IG: 18.662 foll.
FB: 24.854 fans
Twitter: 166.838 foll.
IG: 1.581 foll.
FB: 21.229 foll.
Twitter: 23.843 foll.
IG: 271.387 foll.

5. 4. THE USE OF FACEBOOK/INSTAGRAM
Facebook/Instagram (one ad platform)
enables to communicate in real time
the stories about influencers´
developing aid experience.
The ambassadors upload their content
regularly, with high potential of
engagement (share, like, comment).
It is fostered by promo post where our
ambassadors and their “projects“ are
presented through photo and video
reportages.
Mention in videos link the FB+IG
activities to our YT channel where you
can see more.
The FB + IG potential in TA all 25-30
y.o. from big cities is 448 ths. people
By engaging the right influencers and
using post engagement and daily
unique reach we will hit the majority of
them (with budget 50 ths CZK)
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6. 5. THE USE OF YOUTUBE
YouTube serves as a main
video content platform where
all video are stored.
The short series of video is
shot by every ambassadors –
all episodes are promoted on
FB and linked to YT where
you could watch more.
As a non-separable part of
the video, there is a short
THANK YOU part presented by
local people as a reminder
that they really care about
our help and to let Czech
people feel proud of how they
can improve other peoples´
lives.
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7. 6. THE USE OF PERISCOPE
Periscope let people
explore the project
through the eyes of our
ambassadors and make
them connect even in
more private and intimate
way.
Thanks to Periscope we
stream ambassadors´ real
time responses, feelings
and moods as well as
locals´ behavior and
progress in developing
project.
As a cherry on top,
Periscope brings a greater
sense of belonging to both
followers and influencers.
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