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YL19 digital 13 - 3rd place

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YoungLionsCZ
YoungLionsCZ

Young Lions Czech Republic 2019 Digital category - Team 13

Marketing
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Banners Microsite Social Campaignsummary Creativeinsight Solution Howdoesitwork? Wewillcreateuniquepersonalisedstoriesbasedonthe targetaudience’sinterestsandpassions.Wewillbuildanew communitythateveryonewantstobeapartof.Let'smake participatingincharitycool. Sourceofphotos:Mary’sMealsDocumentary GenerationHope(34:38min) PeopleintheCzechRepublicareresentfultowardscharities focusedonAfrica.Showingblackpeopleintheadsstillcre- atesnegativereactionsonsocialmedia(LIDLleaflet)andAf- rica'sproblemsaretoodistantfortheCzechaudienceto identifywith.Butalmosteveryonehasafavouriteblackartist orathlete.Peoplearemostlyinterestedinthemselvesand theirpassions.Therefore,wecombinedtheirinterestsand passionswithMary'sMealsstory. Wetransformedthedonationmechanism intoasubscrip- tion-basedservice.Subscriptionservicesareverypopular withourtargetgroup.Wewillcreateapersonalisedpro- grammableadthatwillfeellikeasubscriptionbannerfor theservicetheyaremostlikelytobeinterestedin,suchas Spotifyformusiclovers,NetflixformoviefansorNikeRun forrunners.Withasimplemessageofjoiningnewandun specifiedsubscriptionservice,wewillattractouraudience toalandingpagewheretheyfindoutmoreandjoinGen- erationH.Tostrengthenourmessage,wewillchangethe waypoorblackpeopleareportrayedandputthem inthe contextofasuccessstory(actressinaTVshow,famous musician). First,weinvokecuriosityinourtargetaudiencewithanew cool-lookingservicetailoredtotheirinterests.Curiositypersists untiltheuserfindsoutwhatisthisnewserviceabout.Thisis howwebuildbrandawareness.Throughallbenefits,conven- ientdonationsystem andrealsuccessstoriesweconvinceall visitorstobecomepartofGenerationH.Howtospreadthe messageevenmore?ThroughInfluencerMarketing.Wewill choosechoosefamousinfluencersrelevanttoourtargetaudience (music,sport,moviesetc).BenCristovaoformusiclovers,for example.Withtheirsupport,wewillfindthecoolsymbolofour newcommunity-theletterHwithasmileandthenencourage otherstoexpressthesameinaphotowiththehashtag#Gen- eraceH.Thisiswhereourcampaigngoesviral

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YL19 digital 13 - 3rd place

  • 1. Banners Microsite Social Campaignsummary Creativeinsight Solution Howdoesitwork? Wewillcreateuniquepersonalisedstoriesbasedonthe targetaudience’sinterestsandpassions.Wewillbuildanew communitythateveryonewantstobeapartof.Let'smake participatingincharitycool. Sourceofphotos:Mary’sMealsDocumentary GenerationHope(34:38min) PeopleintheCzechRepublicareresentfultowardscharities focusedonAfrica.Showingblackpeopleintheadsstillcre- atesnegativereactionsonsocialmedia(LIDLleaflet)andAf- rica'sproblemsaretoodistantfortheCzechaudienceto identifywith.Butalmosteveryonehasafavouriteblackartist orathlete.Peoplearemostlyinterestedinthemselvesand theirpassions.Therefore,wecombinedtheirinterestsand passionswithMary'sMealsstory. Wetransformedthedonationmechanism intoasubscrip- tion-basedservice.Subscriptionservicesareverypopular withourtargetgroup.Wewillcreateapersonalisedpro- grammableadthatwillfeellikeasubscriptionbannerfor theservicetheyaremostlikelytobeinterestedin,suchas Spotifyformusiclovers,NetflixformoviefansorNikeRun forrunners.Withasimplemessageofjoiningnewandun specifiedsubscriptionservice,wewillattractouraudience toalandingpagewheretheyfindoutmoreandjoinGen- erationH.Tostrengthenourmessage,wewillchangethe waypoorblackpeopleareportrayedandputthem inthe contextofasuccessstory(actressinaTVshow,famous musician). First,weinvokecuriosityinourtargetaudiencewithanew cool-lookingservicetailoredtotheirinterests.Curiositypersists untiltheuserfindsoutwhatisthisnewserviceabout.Thisis howwebuildbrandawareness.Throughallbenefits,conven- ientdonationsystem andrealsuccessstoriesweconvinceall visitorstobecomepartofGenerationH.Howtospreadthe messageevenmore?ThroughInfluencerMarketing.Wewill choosechoosefamousinfluencersrelevanttoourtargetaudience (music,sport,moviesetc).BenCristovaoformusiclovers,for example.Withtheirsupport,wewillfindthecoolsymbolofour newcommunity-theletterHwithasmileandthenencourage otherstoexpressthesameinaphotowiththehashtag#Gen- eraceH.Thisiswhereourcampaigngoesviral