Young Lions Czech Republic 2019 Digital category - Team 7

1. solution
Sincethecampaignisonalimitedbudget,focusedonraisingawarenessandincreasingthenumber
ofdonators.ThemostsuitablechannelsforthispurposeisFacebook,InstagramandYouTube.
OurgoalistointroduceMary’sMealstoouraudienceasanorganizationwhichdeserves
tobesupported.Afterseeingthecampaigntheywillknowwhatthisorganizationdoesandwill
bemorewillingtocontribute.
TTogettheirattention,wewillshowthemhowimpactfulMary’sMealsactivitiesareandhowlittle
eachofushastodoinordertohelp.Andwhatismorepowerfulthanthequotationsfrom
thestudentsthemselveswhowerehelpedbyMary’sMealsandsharesimilardreamswith
theCzechchildrenbutcopewithdifferentandmoreseriousproblems.Thesesimplestatements
willstandoutanddeliverthedesiredincreaseofawarenessacrossmultiplechannels.
creativeinsight
Weworkwithbrandandculturalinsights.Brandinsightisthatthepoorestchildrendonotgo
toschool.Instead,theyratherscavengeonadumportheygotoschoolstarvingandcannot
concentrate.Ourculturalinsightisthatitisabsolutelynormalforkidstoeatatschool.
truestory
campaignsummary
Withthehelpofourstudents‘andvolunteers’stories,wewillshowtothepeoplethatwithjustalittle
effortfromtheirsidetheycanhelpsomeoneelseenormously.Theprimarygoalistoraise
awarenesswithintherelevantaudienceaboutthebrandanditsactivities.Thereforetheaim
istoistobuildreachduringthefirstphasewithsufficientfrequencyinthesecondphase.Aschannels,
wedecidedtouseFacebook,InstagramandYoutubesincetheseplatformsarethemostsuitable
forthispurposewiththegivenbudget.Thetimingofthecampaignisnotspecified.Weusesimple,
cleanvisualsandsmilingpeoplewhichwillincludeindefiniteauthenticsoundsfromMary’sMeal
schoolcafeterias.
howdoesitwork?
Asmentionedabove,weuse3channels-Facebook,InstagramandYouTube.
Thecampaignwillbedividedinto2phases-awarenessandacquisition.
TheawarenesspartTheawarenesspart’sgoalwillbetodeliverreachandgatherpotentialleadswhichthenwillbeused
inthefollowingphase.ShortslideshowswiththequotationswillbeusedonFacebookandInstagram
feed.Videosspreadbetterthanstaticpostsacrosssocialmediaandtheaudiencecanbelater
retargeted.OnFacebookandInstagram,wewillbeaddressingmainlyusersinterestedincharity
andNGO's.OnYouTube,wewillcommunicatethroughshortbumperadsandusetargetingbased
onaffiliatedtopics.Theacquisitionpartwillbetargetedonpeoplewhosawtheslideshows,bumpers,
visitedwebsiteandlookalikeaudiencesfromthepeoplewealready“have”.Visualsinthispartwill
begraphicallysimplbegraphicallysimple,cleanandencouragingpeopletodonatewithclearCTA.
aboutlunchesatschool