The digital campaign strategy focuses on using precise data targeting and placement to reach their target audience of university students aged 18-21. They will collect data on IP addresses from schools and dormitories to identify and retarget this group on Facebook, Instagram, and programmatically. The campaign will tell the story of AIESEC in a fun, engaging way to showcase its value and importance. It will guide users through different steps of the marketing funnel to increase engagement and conversions. Data and retargeting strategies will be used to optimize the campaign and measure its impact.

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2. AIESEC RECRUITMENT - DIGITAL CAMPAIGN
Strong creative content, efficient data strategy,
precise targeting, smart placement, communication
funnel approach, intensive story-telling and real
numbers.
We took key elements of the product, made it more
accessible to out target group and found a way how
to execute low budget but high quality digital
campaign based on newest trends, innovations and
highly creative data strategy.
Through the sophisticated campaign system we
gradually explain people that AIESEC is the iconic
organization changing our world longer that
expected and through that offering people much
higher value than anything else, even in their
current professional lives.
We support our digital strategy by real data based
on statistical sources and previous campaigns.
“No magic. No bullshit. Just digital.”
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3. DIGITAL CAMPAIGN STRATEGY
Focusing on the digital part of the
communication, we created sophisticated
data and placement strategy.
Since we exactly know who our target group
is and where to find them, we will collect
cookies data from IP addresses in schools
and dormitories, combine it with age data (to
exclude older people, teachers,…) and
cheaply target and retarget those people
through programmatic buying optimized to
measured visibility and desired effects.
Fresh but still deep concept is great content
for social media, which is most relevant
source for our TG (huge penetration, brand
recognition impact). By precise targeting on
schools and age combined with closer
interests, we present relevant content to
relevant people and induce interaction.
“We maximize smart data
and placement utilization to
increase efficiency of
available resources.”
Perfect data utilization and retargeting
strategies also enables us to increase
campaign effect by using story-telling
approach and leading users through our
communication funnel.
SEE – Leading contact with the brand.
Collecting data, building audiences,
connecting with PR activities based on 70th
anniversary and offline promotion. Showing
key visual message.
THINK – Secondary contact of the story.
Showing benefits, USPs, available positions
and opportunities based on key message
(next slide).
DO – Call to action banners building on
campaign recognition, leading to
conversions, creating urgency (countdown,
deadline).
CARE – This part is on AIESEC HR. Set
right expectations, increase conversion rate.
“We tell the story to really get
to the planned happy end.”
With our creative and fresh concept focused
on young students between 18 to 21 (1st and
2nd year of studies) we can show the major
value of AIESEC for them, our society and
the world itself – 70 years of existence,
thousands of real influential people - in a
way more accessible to the targeted young
generation.
Smartly combining Facebook, Instagram
and precise programmatic buying we can
deliver the message in the right time and the
right place where and when our target
audience pays most attention to it. Using
also interactive richmedia to maximize
engagement.
Our catchy form also helps us to tell people
the story of what AIESEC really stands and
how incredibly relevant it is. This way we’re
increasing the long-term value of the brand.
“We don’t want people to just
know AIESEC. But also to see
its importance and make
them want to be a part of it.”
3TEAM #16

4. DIGITAL CAMPAIGN STRATEGY
STORYTELLING
Step by step telling students the
complex story of our campaign.
DATA FORECAST
Forecasting campaign results,
measuring KPIs, showing real impact.
DIGITAL FUNNEL
Dividing communication flow into layers
based on depth of delivered message.
4TEAM #16

5. SEE
(first contact)
• PR online / offline
activities
• Programmatic buying
with precise data based
targeting
• Communication involves
the key visual and
message
• Programmatic buying
• Facebook / Instagram
• 3rd – 5th contact with
campaign using
different creatives
• Visuals with unique
value propositions and
specific positions are
shown
• Retargeting strategies
used
• School mailing
• Facebook / Instagram
and programmatic
buying
• Retargeting strategies
used
• Higher frequency of
impressions per user
• Visuals with
countdown and call to
action are used
• Recruitment and post-
recruitment activities
THINK
(consideration)
DO
(call to action)
CARE
DIGITAL FUNNEL

6. STORYTELLING COMPONENTS
BENEFITS
Benefits of being AIESEC (strong
contacts, hands-on experience,…)
CONVERSIONS
Countdown to deadline, call
to action, creating urgency.
POSITIONS
Available positions for candidates
(marketing, sales, HR, finance,...)
4
KEY VISUAL
Showing brand and
celebrating 70 years globally.
TEAM #16

7. NUMBERS BEHIND THE STORY
IMPRESSIONS
553k
FREQUENCY
8x
CLICKS
4,1k
CONVERSIONS
293
ONLINE REFFERENCE OTHER
293 154 274
++ =
721
REACH
67,6k
(96,6% TG)
TOTAL
SIGN-UPs
TEAM #16
ONLINE
KNOWING THE SPLIT BETWEEN CHANNELS WE CAN FORECAST TOTAL NUMBERS