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Yl17 cyber 10

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Yl17 cyber 10

  1. 1. 0. VISUAL SUMMARY YL2017_cyber_10 1
  2. 2. 1. SUMMARY SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY YL2017_cyber_10 2 43 % of Czechs realize that the role of marriage are weakening. More than 30 % disagree with gay or lesbians marriage. The goal of our campaign is show the reasons why the gay marriage is a good idea and support the whole idea getting married. We have 3 major platforms: YouTube for spreading awareness, Instagram for spreading knowledge and Facebook for reach of entire campaigns and thoughts. Since our target audience (30+) are active mostly on Facebook, we would share our activations from YT and IG right on Facebook through whole three months.
  3. 3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN • Our solution is a cross-media viral campaign that shows us why wedding is a common outcome of a relationship - a love affirmation / a celebration of love. Therefore? Everyone belongs to the “chomout”! • That is our key message is: Everyone belongs to the “chomout”. A message that refers to the tradition of marriage. We want to persuade our target group through the stories of people who support weddings - tell the story that wedding is for all of us without a gender difference. • People believe more in people - their loved ones. Therefore, the main heroes of the campaign are ordinary people, not actors. - it should have a sense of campaign authenticity. OUR SOLUTION • How do we get it? We have 3 major platforms: YouTube for spreading awareness, Instagram for spreading knowledge and Facebook for reach of entire campaigns and thoughts. • Phase 1: Awareness through pilot videos on YouTube, communication of the main idea • Phase 2: Knowledge through Instagram - Sharing your opinion under a campaign’s hashtag. We want to create a viral campaign. • Phase 3: Facebook that will guarantee the reach of the entire campaign and our main idea • We suppose the overlap to offline - a photocell on Prague Pride festival with a chomout filter (with a possibilitie share the photos on Instagram) or merchandise. • Thanks to research and data, we can expect the success of our viral campaign. HOW DOES IT WORK? • Our target group is people (cca 30 % from Czech population – mostly men with university education or rich people), who don’t agree with the weddings of gays or lesbians. 34% of Czechs are married to love, 33% of them have a solid family and 28 % want to establish a bond between themselves. • Moreover, we know that 43 % of Czechs realize that the roles of marriage are weakening. • The key point of the campaign is the “chomout”, the classic symbol of marriage. According to research, people are aware of people's values ​​of love, family, bond and future in connection with marriage. And this is what “chomout” represents. • Civil partnerships exist for ten years, and the society has not collapsed yet. This campaign wants to follow up and build on it and shows that marriage is a crucial step in any relationship without any difference in orientation. CREATIVE INSIGHT YL2017_cyber_10 3
  4. 4. 3. THE USE OF 3 SOCIAL MEDIA PLATFORMS YL2017_cyber_10 4
  5. 5. 4. YL2017_cyber_10 5 YouTube – One pilot video spot (cca 60 seconds – we can cut it into several parts and use it for Facebook) with several type of people (parents, colleagues, siblings…) who share their powerful emotional story about how they want their loved ones to have a wedding. Chomout as a campaign symbol will appear in every scene.
  6. 6. 5. YL2017_cyber_10 6 Instagram - a special layout in which people write the reasons why they think it's a good idea to have a wedding - go to the”chomout”. They share their reasons with the hashtag #dochomoutu. This layout they can download on our website www.praguepride.cz or on our Facebook. Download it, share it and support our beloved ones.
  7. 7. 6. YL2017_cyber_10 7 Facebook – we share the videos from YouTube, the reasons to marriage from Instagramu, cinemagraphs and GIFs, daily content + customer care, community management

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