Follow Bubble tým 1 Eva Došková Lucie Palkosková

1. 1. SUMMARY
Through Isifa, you can stay in touch with Shutterstock
easily now. We want our audience to identify with Isifa
as professional authority with friendly attitude
which is always nearby to help you, your agency and
your clients.!
!
Priority of our campaign is to get relevant people
know that their favourite tool, Shutterstock, take
individual care of their problems now. We want to
make awareness as the first step, through funny and
surprising content and then show people where they
can get custom care and offer them professional
advice.!
!
We decided to use Facebook, LinkedIn and Twitter
(supported by its new app Periscope) and in two-step
campaign, continued by long-term communication,
and to reach mostly all relevant users on this 3 sites.
Intensive part of campaign should run for 4-5 months
and budget is divided between execution of video
content (cca 100 000 CZK) and media (130 000 CZK).
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2. 2. written submission of the campaign
solution
To stay in touch! We convey our audience
the feeling of being closer to us now by
series of branded shareable videos -
short stories including Shutterstock
photos which will look interactive on first
sight. Users are asked to put their finger
on certain place on screen. When you do
this, it looks like the video reacts to your
finger, which became a part of story for a
moment. Thanks to targeted video ads
we can reach most of relevant users.!
!
We combine 3 platforms, Facebook,
Twitter (Periscope) and LinkedIn, which
all work as content seed and customer
care channels together. !
!
All platforms are connected by character
of our ambassador – Daniel. He should
be your guide, guru and person who
can help you in troubles. He is the face
of Isifa brand, your first contact person
and a cool, trendy guy who you need to
follow to be up to date.
insight
Our target audience are people who
follow trends, appreciate a good advice,
but also love to have fun (especially
when they procrastinate at work). We
have this for them and something special
in addition - friendly ambassador, which
they won’t be afraid to ask for help. !
!
Key to their attention is a feeling that you
offer them something special - it means
something interactive ("finger" videos),
trendy (using new apps as Periscope)
and offer them information from trusted
source. They also love to feel like "the
chosen ones" – so part of our strategy is
pro-active communication. !
!
According FB Ads Manager, our target
audience is about 300 000 people for CZ
+SK market, and we are able to reach
more than 90 % of them using ad
targeting on Facebook and Twitter.
Facebook concept is designed mostly for
d e s k t o p , b e c a u s e p e o p l e u s e
Shutterstock mostly at work.
how does it work
1. phase:
- Acquire people and let them know about
unique connection
- Get attention and build long term audition
a) New Profile “Shutterstock through Isifa” +
Facebook video Ads
b) Twitter account + promoted tweets
c) LinkedIn Corporate profile +
Ambassador’s profile - proactive network
building!
2. phase:
- Communicate benefits + share knowledge
- Give people a reason to follow you + offer
them quick and comfortable channels to
contact you!
a) Facebook photo and video content +
Facebook messages customer care
b) Tweets with hacks and tips for graphics
+ customer care tweets/reactions – done
partly by video manuals through Periscope +
picture tweets with funny and clever quotes
c) LinkedIn blogpost series with high level
of knowledge about copyright, licensing
pictures, co-working with picture markets
etc. + proactive offers for relevant partners!
= raised awareness across all relevant
users, base of followers on 3 social
platforms, position of trend-setter and
expert in your field.#YL2015_cyber_02

3. 3. The use of 3 social media platforms
twitterfacebook linkedin
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4. 4. THE USE OF Facebook
Every video will be!
followed by the key!
message - staying!
in touch with !
Shutterstock through !
Isifa
For video ads and FB!
content, we will use !
look-like-interactive
videos, where people!
will touch their
desktop and become
a part of the story
In this example video,
by swiping left, people!
will imaginarily move
Daniel’s hand and
then they will be
asked to tap on the
top
While they tap on the top,
a falling kitty will appear
out of the blue.
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5. 5. THE USE OF twitter
Twice a week, Daniel!
will also share helpful!
quick tips how to use!
Shutterstock efficiently.
Example? Yes!
Quick tip: In advanced search setting
for Shutterstock, you can chose if
image you are looking for should be
horizontally or vertically oriented.
To be real,
approachable and
close person, Daniel
will from time to time
answer the followers
with handwritten
personal messages
Daniel will also stay in
touch with the
followers by
answering their
elaborate questions
with live Periscope
stream, showing them
how to solve their
problem
We will use budget of 30k
CZK to promote our best
tweets, get first base of
followers (estimation is
500) and to spread our
message
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6. 6. THE USE OF linkedin
Launching
ambassador's
personal profile for
sharing and seeding
corporate content
and building network
of relevant contacts
to stay in touch with
influencers.
Launching corporate
LinkedIn profile for
Shutterstock through
Isifa, publishing blog
posts and tips for
professionals.!
We will regularly write
helpful blogposts filled
with business
connected info
We will search for relevant
contacts and address them
directly & pro-actively.
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7. 7. SUMMARY PICTURE
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