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YL18 digital 04

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Young Lions Czech Republic 2018
Digital category - Team 4

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YL18 digital 04

  1. 1. YL2018_digital_04 1
  2. 2. 1. SUMMARY AIESEC, the world's largest youth-run organization, is finding more and more difficult to recruit new members and activate their leadership qualities. The organisation is struggling to articulate the values in the way students can identify with. We tie food with a leadership, both fuel and glue of every community. Young students with the attitude we are looking for often work relentlessly late at night. They are Leaders that eat last. We partner with Dame jidlo food delivery platform and create fake restaurant that opens only at late night hours. By choosing from the AIESEC menu students undergo the most straightforward, perfectly targeted application process. Simply by choosing common items from the menu, you find out if there is a match. We support the Leader eat last campaign on three other visually appealing channels perfectly suitable for food content: Instagram Stories, YouTube and popular food blogs. SUMMARY PICTURE INTEGRATED DIGITAL CAMPAIGN SUMMARY YL2018_digital_04 2
  3. 3. 2. WRITTEN SUBMISSION OF THE CAMPAIGN We partner with Dame jidlo, student's all time favourite food delivery platform and place of their salvation. Within the marketplace we create restaurant that operates at university cities and opens only at late night hours, fully designed for determined students. What we decided to serve is food for the soul. Dame jidlo AIESEC menu: LEADERS EAT LAST 1. There is always “we” in food. 2. Pizza I wanted to order was the only good thing in my life. 3. Food can be a vehicle for social change. It brings people together in a way that very few activities can. SOLUTION By choosing from the AIESEC à la carte menu, students undergo the simplest, perfectly targeted application process. Restaurant's menu consists of statements explaining students what the membership is really about. Simply by choosing items of the menu, that you have in common with AIESEC, you will find out if there is a match. We support the Leader eat last campaign on three visually appealing channels, perfectly suitable for the food content: Instagram Stories, YouTube and popular food blogs. HOW DOES IT WORK Leadership is fuel and glue of every community, it connects us. The same as food. Young students with minds set to achieving goals often work relentlessly late at night. Sad and yet cheering fact is that our born Leaders eat last. INSIGHT YL2018_digital_04 3
  4. 4. 3. THE USE OF 3 DIGITAL LED COMPONENTS Instagram Stories Food BlogsYouTube YL2018_digital_04 4
  5. 5. 4. THE USE OF INSTAGRAM YL2018_digital_04 5 Instagram Stories We utilize the fact our people of interest are active at night, searching for short distractions. We partner with student and food influencers, who are working hard to feed others with a great content, on their late night Stories supporting the #leaderseatlast campaign.
  6. 6. YouTube We target student's searches for selected ‘How to‘ cooking videos with food made for sharing by ads saying: It seems you know that leaders eat last! leading to AIESEC membership application. 5. THE USE OF YOUTUBE YL2018_digital_04 6
  7. 7. 6. THE USE OF FOOD BLOG YL2018_digital_04 7 Food Blogs Based on analysis of the most googled recipes with keywords such as 'food for sharing', we cooperate with food bloggers and add into their indexed recipes the AIESEC leadership as a new, indispensable ingredient. And you already know where will the ingredient lead you. #leaderseatlast

Young Lions Czech Republic 2018 Digital category - Team 4

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