Our goal is to reinstate full traffic of Linka bezpeci by making 5 million CZK. We decided to raise this amount by developing the idea of Klub linky v bezpeci which doesn’t have character of a club so far. Within the club, we are going to focus on individual donors. Currently there is a lack of them and they are anonymous. They do not have any incentive to become a regular donor. We came up with the idea of subscription model club which makes donors feel exclusive. The club is based on regular donation which is super easy to make, long-term relations and shows how exactly money helps. SUMMARY PICTURE 1. Summary INTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY YL2014_cyber_team number_4
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Our goal is to reinstate full traffic of Linka bezpeci by making 5 million CZK. We decided to raise this amount by developing the idea of Klub linky v bezpeci which doesn’t have character of a club so far. Within the club, we are going to focus on individual donors. Currently there is a lack of them and they are anonymous. They do not have any incentive to become a regular donor. !We came up with the idea of subscription model club which makes donors feel exclusive. !The club is based on regular donation which is super easy to make, long-term relations and shows how exactly money helps.
SUMMARY PICTURE
1. SummaryINTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY
YL2014_cyber_team number_4
CREATIVE INSIGHT
KLUBLINKYVBECZPECI.CZ
Strengthen the microsite klublinkyvbezpeci.cz by informing about Linka bezpeci safety plan.
Recruiting subscribers.
Make a donation as simple as possible.
STREAM.CZ
The message of saving Linka bezpeci will be carried by subtitles embedded into opinion leaders videos.
The message will spread.
FACEBOOK/LINKABEZPECI
We support virtual profiles of our subscribers.
Towards the subscribers we communicate the main message and exclusivity of the concept.
The subscription of 350 CZK
donation per month, 4200 CZK
annually, will help 43 children a year
solve their problems. Our goal is to
gain at least 1191 subscribers a year
by campaign to raise 5 000 000 CZK.
It means help for one year. But more
subscribers we get, the more we can
help.
In return for joining membership, we
offer to show members virtual
profile, we tell their real stories
behind and give them digital
shareable donation mark. We even
plan to thank them for their help by
personal message distributed by
remarketing codes in our partnership
media space.
SOLUTION HOW DOES WILL WORK?
The Klub linky v bezpeci
membership subscribers.
Who? Subscription fee will help to pay for
always available line.
What?
Donors trust the
organization. The donation procedure is
simple.
Why?
Subscription of the long-term membership enable
to be part of the club.
How?YL2014_cyber_team number_4
2. Written Submission of the Campaign
People are unaware Linka
bezpeci is in danger.
Let’s save Linka bezpeci
together.
KLUBLINKYVBEZPECI.CZ STREAM.CZ FACEBOOK1191 virtual personalized profiles
350 CZK month / each
1 interactive wall
We allow people to see their help in a real time and join the club easily. There is a united fee to participate, the only condition to join. No club cards, no limitations.
The power of microsite is:
Strong content, deanonymization of subscribers, and connectivity.
People are watching regularly their favorite shows of opinion leaders on Stream.cz and know what they get. But what if we disturb them?
We are going to install unrelated subtitles, which appears suddenly in videos. They tell a disturbing story about some danger around. In the end you will finally get the message that Linka bezpeci is the one in danger and you can simply be a part of their saving plan.
People are willing to tell other people that there is a meaningful project they participate in. We decided to raise the awareness of the campaign by letting our donators share after their subscription a bit mysterious Facebook notifications on their profiles about helping children, nudging their Facebook friends to find out more.
On our Facebook profile we will launch an interactive tab which shows straightly how many children were helped already by getting advice thanks to donations and how many more donations are needed.
YL2014_cyber_team number_4
3. The Use of Social Media Platforms
4. Klublinkyvbezpeci.cz Detail
This is Jana. She loves to help
children. She’s been subscribing our club since April
2014.
1191 virtual personalized profiles
350 CZK month / each
1 interactive wall
We allow people to see their help in a real time and join the club easily. There is a united fee to participate, the only condition to join. No club cards, no limitations.
The power of microsite is also in:
Strong content, deanonymization of subscribers, and connectivity.
YL2014_cyber_team number_4
5. Stream.cz DetailPeople are watching their favorite shows of opinion leaders on Stream.cz regularly and know what they get. But what if we disturb them?
We are going to install unrelated subtitles, which appears suddenly in videos. They tell a disturbing story about some danger around. In the end you will finally get the message that Linka bezpeci is the one in danger and you can simply be a part of their saving plan.
YL2014_cyber_team number_4
6. Facebook/LinkaBezpeci DetailPeople are willing to tell other people that there is a meaningful project they participate in. We decided to raise the awareness of the campaign by letting our donators share after their subscription a bit mysterious Facebook notifications on their profiles about helping children, nudging their Facebook friends to find out more.
On our Facebook profile we will launch an interactive tab which shows straightly how many children were helped already by getting advice thanks to donations and how many more donations are needed.
YL2014_cyber_team number_4
7. Summary Picture
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