0.SUMMARYPICTUREAnimagesummarizing thecampaign – presentation board.

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1.SUMMARY

PeopleinNeeddecidedtoraisetheawarenessaboutdevelopmentaidandfightagainstthemythsaboutthenecessityofforeigndevelopmentcooperationbybringingtargetaudiencethemostauthenticexperienceaspossibleandthus,bytakingthemtooneofthedevelopingcountriestheyfocuson.

BythecooperationbetweenfamousCzechbloggersandEthiopianvlogger,broughtbyPIN,andusageofrelevantsocialmediachannels,itcreatedanattractivedialogue,showingthedifferencebetweenthelivingconditionsofCzechcitizensandpeoplefromdevelopingcountries.

Ourkeypriorityistogetthroughthesocialmediacontentclusterandobtainasmuchsharesaspossiblebycommunicatingwithourtargetaudienceinaneducativebutentertainingwittyway.

WechosetouseFacebook,Youtube andInstagramandthemediabudgedisusedtoboostthevisibilityofthevlogger atthebeginningofthecampaign.

SUMMARYPICTURE INTEGRATEDSOCIALMEDIACAMPAIGNSUMMARY(Max150words)

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2.WRITTENSUBMISSIONOFTHECAMPAIGN

-Inordertoraiseawarenessaboutdevelopmentaid,wecreateonlinecampaign,thatgivesauthenticcross-culturalexperiencetotargetaudiencebyconnectingtwodifferentworlds.

- ByintroducingtheirownEthiopianvlogger,Yohaness,whogenerateshispersonalcontentabouthislifeinEthiopiaandsharesitviaSM,itcreatesaninterestingauthenticperspectiveofthelivingconditionsindevelopingcountriesanditsneedofdevelopmentaid.

- ToreachasmuchSMusersaspossible,PINcooperateswithanumberofwell-knownCzechinfluencers,astheyoperatewithaverystrongfanbase.Toobtainattractivecontentwithshareablepotential,influencerscreatesfunnydialogueswithYohaness viaspecificchallenges,pointingtotheparticularmyths- eg.theydon`tneedourhelp,theyarepassiveetc...

- Facebook,Youtube andInstagram werechosenbaseduponitsactiveusagebyourtargetaudienceandduetoitsrelevantcharacteristicsthatmakesthecommunicationmorecredible.

WHATISYOURSOLUTION?(Max150words)

- WeintroduceYohaness‘s FBprofile,wherehesharesshortstoriesabouthislifeaswellasteasersreferring toboth;hisYoutube channelandInstagram.

- Toobtainglobalreachandallowuserstoconsumethecontenteasily,alltheposts,videosandcommentsgeneratedbyYohaness are translatedinczech andenglish (videosaresupportedwithsubtitles).

- Topointoutthenecessitytoimprovethelivingconditionsofpeopleindevelopingcountries,popularCzechinfluencersareaskedtocreatehumorousandeducationaldialogues(challenges)withYohaness,andshareitvia theirYoutube channelsandotherSMsites.

- Yohaness‘s Instagram profilesimplyhighlightsauthenticityofthecampaignbyshowingthoseunforgettablemomentsofhislife.

- Mediabudgetisusedatbeginningofthecampaigntoboostvisibilityofthevlogger onFBviaFacebookAdsandbypromotingpostswithgreatorganicresults.Restofthecampaignwill remainpurelyorganic,thankstoinfluencers.

HOWDOESITWORK?(Max150words)

- Duetothefactthatforeigndevelopmentactivitiesaredistantandourtargetaudiencecannotseetheparticularresultsontheirownthereisalowpublictrustinthistypeofcharities,whichresultsinscepticismnurturinganumberofmythsthathaveanegativeeffectonpublicperceptionofcharitiesingeneral.Therefore,wedecidedtobringanauthenticallyengagingcommunication,thatwillpotentiallyresultinraisingtheneededcredibility.

- Inordertoorganicallyreachasmuchsocialmediausersaspossible,wemakeuseofoneofthemostappreciatedtrendsbyourtargetaudience,whichiscooperationwithfamousCzechbloggersandinfluencers.

CREATIVEINSIGHT(Max150words)

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3.THEUSEOF3SOCIALMEDIAPLATFORMS

SOCIALPLATFORM1FACEBOOK

SOCIALPLATFORM3INSTAGRAM

SOCIALPLATFORM2YOUTUBE

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4.THEUSEOF3SOCIALMEDIAPLATFORMS

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5.THEUSEOF3SOCIALMEDIAPLATFORMS

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6.THEUSEOF3SOCIALMEDIAPLATFORMS

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