2. 1. SUMMARY
NGO People in Need (PIN) deals with a low
awareness regarding their long-term activities.
Majority of our target group doesn’t know about PIN
development aid and its high effectiveness.
#SeedItOrEatIt campaign will show high effectiveness
of PID activities in specific stories and results.
Target audience is very active on social media, where
we will activate and educate them through simple
campaign mechanism. Social media will provide space
for discussion for both sides.
We will create positive change in perception of PID
activities.
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY (Max 150 words)
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3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN
Seed it or eat it?
By this simple message we want to offer
a choice for our target group. This
choice will lead them to life stories of
actual people. We will educate our
audience about development
cooperation and real impact on local
community and people.
We will combine Facebook and YouTube
as our main platforms. We will also use
Twitter as a space for dialogue.
Short but emotionally strong Facebook
video will activate our target audience.
Those who saw this 6sec video will be
remarketed with promoted post format
with simple A/B dilemma question.
#SeedItOrEatIt ?
Seed it! Excellent! Find out how our story
ends.
Eat it? We chose differently, learn why!
Both choices will offer YouTube link to
engaging video content. It will explain the
principles and specific benefits of
development aid with stories of actual
people in supported region.
YouTube channel will also offer more
relevant content and stories through YT
cards extensions.
Users will be called to join discussion on
Twitter profile @SeedItOrEatIt or with
hashtag #SeedItOrEatIt.
Our target group is very active on social
media, where they consume very short
and simple messages. They prefer A/B
choices rather than answering more
complex questions.
They watch short videos on Facebook,
but for longer videos they favor
YouTube.
They do not perceive third world
problems in the same way as the
problems in Europe. Also we have to
take in consideration their trust issues
with PIN, mostly developed from
stereotypes about corruption in NGO
segment.
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CREATIVE INSIGHT WHAT IS YOUR SOLUTION? HOW DOES IT WORK?
4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
4YL2016_cyber_13
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