YL2016_cyber_team number_07 1

1. SUMMARY

We will use three social media platforms:

o Facebook (30 000 CZK)

o Instagram (20 000 CZK)

o Twitter

The strategy of all these three communication lines is strongly tied by one common goal: Informing the target audinece about the positive impact of development cooperation via the debunked Myths.

SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGNSUMMARY

YL2016_cyber_team number_07 2

2. WRITTEN SUBMISSION OF THE CAMPAIGN

Our campaign will use three social media platforms with the highest occurrence of people within defined target audience. Facebook, Instagram and Twitter. All these three communication lines are strongly tied by one common goal: Debunking the myths. However, each line looks at the issue from slightly different angle. This strategy allows us to take a full advantage of the particular tools available within each social media platform and be closer to its audience.

WHAT IS YOUR SOLUTION? HOW DOES IT WORK?

As revealed by the opinion poll held by STEM agency, there exist several myths about development cooperation which are deeply rooted in the minds of Czech people. Our campaign points out how dangerous believing in myths can be and emphasizes that Rozvojovka is an absolutely reliable organization where no myth has its place. Our integrated social media campaign use the debunking myths theme throughout all chosen communication channels.

CREATIVE INSIGHT

YL2016_cyber_team number_07 3

The Facebook strategy is based on the use of retargeting and custom audiences. We will retarget people who clicked on the ad before and visited our informative web with debunked myths. With retargeting creative we will demonstrate to visitors that such a simple act as not ignoring the problems can help improve lives of people in need. Instagram strategy will use the hashtag #MythsFilter for filtering out the myths and revealing the truth. Finally, we will create a Twitter stream with uncomplete retweets of opinion leaders to demonstrate how misleading can be if only half of the truth is said.

3. THE USE OF 3 SOCIAL MEDIA PLATFORMS

Facebook TwitterInstagram

YL2016_cyber_team number_07 4

Retargeting custom audience #MythsFilter

Use of half-retweet to show that knowing

only the half of the truth is missleading

4. THE USE OF 3 SOCIAL MEDIA PLATFORMS - FACEBOOK

• Platform 1 - picture

YL2016_cyber_team number_07 5

Our strategy:

First, we will address our target audience by displaying the Facebook LinkAd with emotional creative (closed tap without water) with call to action message. After clicking through the Ad, user will be redirected to an informative website with the introduction of developement aid projects realized by Rozvojovka.The website will also contain a list of widespread

myths and explanation of how not believing in these myths can contribute to improving lives of people in need. Than, we will create a custom audience from the people who has visited the web and target them again within the shortest possible time with the creative where the tap is open and water is running out(GIF).

Media budget: 30 000 CZK

Another creative assets:empty bowl x filled bowl - foodempty paper x paper covered with words - education

5. THE USE OF 3 SOCIAL MEDIA PLATFORMS - INSTAGRAM

YL2016_cyber_team number_07 6

Our strategy:

On Instagram, we will use the Carousel Ad to show our target audience, how the MythsFilter hashtag works. Creative assets will consist of sentences = Myths, divided by text colour into two parts. By swiping left, the „Mythsfilter“ will be applied. The third picture of the carousel Ad will depicts the reality after filtering out the myth. With the Ad text links below the picture, we will encourage people for using Mythsfilter hashtag for tagging a user generated content which they consider to be not 100 % true.

Media budget: 20 000 CZK

6. THE USE OF 3 SOCIAL MEDIA PLATFORMS - TWITTER

• Platform 3 - picture

YL2016_cyber_team number_07 7

Our strategy:

Via Rozvojovka‘s own Twitter stream, we will „half-retweet“ some of the tweets made by well known and followed opinion leaders. The thing is, that filtering some words in the „halftweets“ will totally change the meaning of the sentence (see some examples example on the left). This strategy will point out that telling only the half of the truth can be dangerous and show that people have to develop some effort (= see original tweets) to find out the truth.

Media budget: 0 CZK