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Yl17 cyber 23

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Yl17 cyber 23

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Yl17 cyber 23

  1. 1. YL2017_cyber_23 1 Relationship Goals Insight: Every person in a relationship, gay or straight, shares similar feelings, goals, and needs towards their partners. Sometimes we may even be suprised by who has a strong relationship because we weren’t open to seeing it. Solution: Relationships are more comfortable to understand for our target audience coming from a man and a woman rather than a gay couple. We create a series of online films where a man and women read love letters to each other out loud. The films would be very human and intimate with the occasional joke here and there. After watching, the viewer will have chance to decide if they think the couple would have a functioning marriage. What the viewer doesn’t know yet, is that the letters were written by a gay couple. By showing their support for the marriage they are actually supporting an equal marriage. How it will work? A person should be able to understand a relationship without first succumbing to stereotypes. Working together with major social media platforms such as Facebook, Instagram and YouTube we integrate a built-in Agree button to the videos. At the end of the first segment people would be asked for their support via our bowtie icon. Then we reveal that the letters were not written by the people in the video, a call to action would appear and link to more information about the issue.  Each click would be shown live via our campaign hub. Youtube Short edits of our video would be used as paid bumper ads between videos . Contains integrated “bowtie” button, cutdown of reveal and CTA Instagram Working closely with influencer who are part of the LGBT community, we invite gay couples to open further the conversation under the hashtag #nasegoals Campaign Hub: The number of people whom agree that our couple should get married is shown live on our campaign hub where we also have information about marriage equality issues, our couple from the videos and the Prague Pride organization. Facebook Working directly with our media partners, we anonymously share content videos via their social media platforms. Supported with paid content boosting. Contains integrated “bowtie” button, reveal and CTA
  2. 2. YL2017_cyber_23 2 1. Summary Our Relationship goals Integrated social media campaign Prague Pride fights for breaking common stereotypes about homosexual community as well as for achieving the possibility of same sex marriage. Our goal is to change the perspective of those people, who haven’t decided yet whether or not they support same sex marriage while showing all relationships have the same values. We create a series of online films where a man and women are reading intimate love letters to each other out loud. The letters were written by a gay couple; the man and woman in the videos are relatives on either side of the couple who are helping speak for them publicly so that it is “less intrusive” for our viewers. The majority of our target audience aren’t actively engaged in more than subscribing to appealing content, etc. We will reach them via channels they are familiar with – youtube, facebook and Instagram.
  3. 3. YL2017_cyber_23 3 2. Written submission of the campaign Most people in a relationship share the same goals like get married and living happily ever after. Sometimes we may even be suprised by who has a strong relationship because we weren’t open to seeing it. Unfortunately relationships are more comfortable to understand for our target audience coming from a man and a woman rather than a gay couple. This attitude does not represent an expression of intolerance towards the LGBT community, but rather the fear of an unknown because they can’t identify with them. Our target audience represents a man or a woman above 30 living married or in a relationship. How can we convince our audience to take a step back and look at things from a different perspective? We will remind them about the basics of a strong relationship, and then show that relationship to them in a different light. Maybe a bit more colorful. Creative insight Solution How it will work? That’s why we create a series of online films where a man and women read intimate love letters to each other out loud. They are remembering how they know each other, talking about their partners habits that drive them crazy, and why they still love each other. After watching, the viewer will have chance to decide if they think the couple would have a functioning marriage. However… The letters were actually written by a gay couple; the man and woman in the videos are just relatives on either side of the couple who are reading the letters in place of the gay couple. The video would end with the information that the couple doesn’t have the opportunity to legally marry; the man and woman are seeing each other for the first time. We create strong, emotional content with a clear message, which is easily understandable for our target audience. We use the popularity of current youtube video formats– cute couples vlogs and their relationship goals, funny videos where people meet strangers for the first time. Working together with major social media platforms such as Facebook, Instagram and YouTube we integrate a built-in Agree button to the videos. > We run short paid bumber ads on youtube to draw our viewers in. > We engage our media partners such as Marie Claire, Joy and other lifestyle channels to upload the videos via their accounts while supporting it with paid targeted advertising. > We ask influencers in LGTB community co- operate, communicate the message and open the conversation > We engage the users who’s interest we sparked with a CTA leading them back to the campaign Hub for more information.
  4. 4. YL2017_cyber_23 4 3. Use of three social media platforms YouTube Facebook Instagram
  5. 5. YL2017_cyber_23 5 4. Use of YouTube As our campaign is heavily video content driven, the first and main platform is Youtube. In an age where we absorb so much information via video, YouTube is the perfect place to catch the attention of our audience. We start with short edits of our film as paid bumber ads to draw our viewers in. After watching the intimate reading, the viewer has the option to respond if they think that the couple should marry, skip the spot or watch further. In the event they agree the two should marry or they continue to watch the spot, we reveal to them that the letters were actually written by people other then the ones reading and that they actually support gay marriage This is followed up by a CTA to the Campaign Hub where they can watch more videos, learn information about marriage inequality and the Prague Pride organization.
  6. 6. YL2017_cyber_23 6 5. Use of Facebook Facebook is also a key tool in this campaign. Since we are targeting a more passive digital audience, it is very important to engage users with interesting content without revealing the message at the beginning. That is why we engage our media partners such as Marie Claire, Joy and other lifestyle channels to upload the videos via their accounts. We support this with paid advertising targeting various regions in the Czech Republic, mainly outside of major cities while concentrating on our main undecided demographic. Here we share the full videos and open up the conversation for people to debate the issue. We engage the users who’s interest we sparked with a CTA leading them back to the campaign Hub for more information.
  7. 7. YL2017_cyber_23 7 6. Use of Instagram Lastly we come to instagram, which is just as important to our campaign as the first two channels. Using the Prague Pride instagram profile, as well as influencers in the LGBT community, we challenge people to write down what it is they love about their partner and record videos of their relatives and friends reading those letters out loud to each other. Here we are engaging users in the conversation in a more active while getting the message out to other people that would traditionally be out of reach. We host the content under the campaign specific hashtag #našegoals (translated, #ourgoals)

Yl17 cyber 23

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