1. 0. SUMMARY PICTURE
Maximizing Reach
& Building Awareness
Promoted Videos + Posts
Facebook Ads using
Custom Audiences
Aggregating Content
Data & Information Hub
Audio Ads leading to Microsite
Intimate / Unorthodox
Storytelling
Pre-rolls leading to Microsite
Targeting optimization
Hitting Hard in the
World of Content
MICROSITE
Ahoj do Ceska republika, ja
ucit se cist a ucit cist moje
sestra. Mame moc dobra
skolu, mam radost, dekujeme!
(IMPERFECT CZECH LANGUAGE)
ABIOYE (VOICE)
YL2016_cyber_16
#HumansOfHumanity
People in Need
2. 1. SUMMARY
INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
Prejudices, deepening myths about corruption, passivity and
negative opinions caused partially by the current migration crisis.
People in the Czech Republic are still unsure and suspicious
about the development aid.
However, the development cooperation works and Czech people
can be proud of the realized and ongoing projects - the
development aid significantly improves the people’s lives in poor
countries (access to drinking water, education, hygiene & health
care).
People in Need is to become an organization strongly supported
by social media platforms: Facebook, YouTube and Spotify to
show the positive impacts of development aid.
The creative umbrella aims to show the life improvements /
human passion / empowering experienced by people in poor
countries to people in the Czech Republic. The aim is to debunk
unfounded myths and to raise the cultural understanding, pride,
humanity and sustainability of the process.
Maximizing Reach
& Building Awareness
Promoted Videos + Posts
Facebook Ads using
Custom Audiences
Aggregating Content
Data & Information Hub
Audio Ads leading to
Microsite
Intimate / Unorthodox
Storytelling
Pre-rolls leading to Microsite
Targeting optimization
Hitting Hard in the
World of Content
MICROSITE
3. CREATIVE INSIGHT
YL2016_cyber_16
2. WRITTEN SUBMISSION OF THE CAMPAIGN
OUR SOLUTION HOW IT WORKS
Lots of people in the Czech Republic lack deep
or even any understanding of development
aid, which often leads to completely
erroneous conviction and prejudices - they
connect development aid with corruption,
inefficiency of aid, mistrust, passivity of
beneficiaries and waste of money.
Because developing countries are located far
from the Czech Republic, mistrust is caused
by low exposure of data and evidence of
development aid’s positive impacts.
People are unsure about development aid,
because they do not believe that the aid aims to
people in need. People in the Czech Republic
think, that people in developing countries do
not even know, who is helping them.
Our aim is to create great awareness of this
issue by presenting real and autenthic stories
of people who have been positively impacted
by People in Need’s development aid.
These audience higly-engaging and relevant
stories are emphasized by beneficiaries avid
talk about what they learned and how it
positivelly changed their lives - speaking in
their imperfect Czech language - aim to show
that people know from whom they receive aid
and to humanize the link between the Czech
Republic and people from developing countries.
With a lot of humanitarian campaigns around us
and with a certain amout of audience’s resistance,
we consider it is important to be different, positive
and to avoid negative associations and overly
grave portrayal of third world countries.
1st phase: Awareness
Presenting real stories to specifically targeted
social media audience on Facebook,
YouTube, Spotify and official microsite
aggregating content (showing the emotional
stories and clear and transparent aid’s results
interpretation).
2nd phase: Consideration and Engagement
By a continuous relevant cross social media
content we will gradually increase the interest
and understanding of target audience, that
the development aid is worth it.
4. YL2016_cyber_16
3. THE USE OF 3 SOCIAL MEDIA PLATFORMS
Facebook YouTube Spotify
Audio / Video Script - Voiceover Example:
Abioye (in Czech - imperfect accent):
Speaker (in Czech)
“Ahoj do Ceska republika, ja ucit se cist a ucit cist moje sestra.
Mame moc dobra skolu, mam radost, dekujeme!
Rozvojová pomoc má smysl. Za posledních 20 let jsme postavili 290
škol a dali možnost studovat těm, kteří si toho nadevše váží. S vaší
podporou, Člověk v tísni.
Pre-roll ads with beneficiaires talking about
improvements in their lives. Imperfect Czech language.
Clicks lead to microsite.
Frequent relevant content + interaction with fans.
Content will be posted gradually to provide
entertaining storytelling. Clicks lead to microsite.
Spotify Audio Ads using stories about
significant life improvements - story can be
about music - contextual impact. Imperfect
Czech language, clicks are leading to
microsite.
5. Maximizing Reach & Building Awareness.
YL2016_cyber_16
4. FIRST SOCIAL MEDIA PLATFORM: Facebook
Facebook Posts & Fan Page:
Source of frequent relevant content
(emotional videos & images or
typography showing aid data and results)
+ interacting with fans.
Content will be posted gradually to
provide entertaining storytelling.
Content can be divided, e.g. into two
groups: data (images) / emotional
(videos) to allow the precise targeting
options.
Facebook Ads:
Interactive Facebook video ads using
precise targeting of custom audiences to
maximize reach.
Facebook Video Posts
/* spot: */
Ahoj do Ceska republika, ja ucit
se cist a ucit cist moje sestra.
Mame moc dobra skolu, mam
radost, dekujeme!
(IMPERFECT CZECH LANGUAGE)
ABIOYE
6. Hitting Hard in the World of Content
YL2016_cyber_16
5. SECOND SOCIAL MEDIA PLATFORM: YouTube
Preroll Ads:
Using paid pre-roll ads to present the
campaign message consistently. Imperfect
Czech language, friendly tone-of-voice,
hapiness, gratitude & enthusiasm.
Clicks lead to microsite.
Audience Targeting:
Focusing on the audience relevant to the
campaign message. Possible targeting user
interests / demography factors & profiles to
optimize the limited media spent.
Pre-roll Ads:
7. Intimate and Unorthodox Storytelling
YL2016_cyber_16
Spotify: social media with an ability to deliver a strong audio message
- offering the user a different and more intimate/inspirational
experience. A mobile focused social platform.
Audio Ads: using all-vocal imperfect czech language ads. Spotify ads
are natural and less disturbing to users than e.g. YouTube pre-rolls.
Targeting Playlists: with the knowledge of campaign results, we can
optimize the media spend and target specific music styles/playlists.
Spotify is used in the platform mix, because it can broaden the user
experience and deliver the key message in a different and unorthodox
way compared to Facebook/Youtube/Instagram etc.
6. THIRD SOCIAL MEDIA PLATFORM: Spotify
Audio Script - Voiceover Example:
Abioye (in Czech - imperfect accent):
Speaker (in Czech)
“Ahoj do Ceska republika, tady Abioye z Angola, ja ucit se cist
a ucit cist moje sestra. Mame moc dobra skolu, mam radost,
dekujeme!
Rozvojová pomoc má smysl. Za posledních 20 let jsme postavili 290
škol a dali možnost studovat těm, kteří si toho nadevše váží. S vaší
podporou, Člověk v tísni.
Audio Ads:
