VivaKi - Zenith tým 2 Michaela Musilová Marek Nepožitek

1. 1. SUMMARY
SUMMARY PICTURE INTEGRATED SOCIAL MEDIA CAMPAIGN
SUMMARY
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The goal of this campaign for isifa is to raise awareness
about the connection of Shutterstock and isifa in Czech
republic.
We have decided to leverage the new attitude isifa
brings to Shutterstock with high quality client services
and new content via claim „TRY QUALITY, TRY IT WITH
US“.
Through showing that photo banks are not only about
pictures but videos as well we have decided to use
video marketing and remarketing for this campaign.
Through ads showing mosaic of quality audiovisual
content from isifa/shutterstock and voice over in video
we will direct the users to isifa.com contact form,
where they‘ll fill out contact information about
them/their company and they can participate in our
benefit program such as trial, free credit for special
occasions and more.
After the registration a personalized e-mail will be sent
to the user with referral code that he can share with his
colleagues/friends for more benefits.

2. 2. WRITTEN SUBMISSION OF THE
CAMPAIGN
Both target audiences are reachable
through selected media channels
(Facebook, YouTube, Bloggers).
CRM will be used not only for long-
term communication but also for
campaign concept presented.
Bloggers will be used to warn the
public about incorrect usage and how
Isifa can aid them in legal advice
associated with the use of visuals and
direct the Shutterstock users and new
potential users to isifa for help.
Group A: While our users mainly
purchase photos from Shutterstock we
will leverage the use of video
marketing and showcase the Isifa
video portfolio. As well as to
communicate the possibility of
development of relevant local content
for campaigns through their
connection with local stock
contributors.
Group B: Our goal is to build
awareness about isifa as a service for
complete audiovisual content through
Facebook, YouTube and lead them to
conversation on isifa.com.
.
SOLUTION
By using catchy claim and visuals
which demonstrate the connection
between isifa and Shutterstock (it is
not only about the photos but about
quality content and custom service as
well) we will bring/lead users to
isifa.com and force this users to make
an conversion (fill the form). We will
collect contacts by that, which we use
for regular CRM and info about isifa
and shutterstock connection.
CLAIM
„TRY QUALITY.
TRY IT WITH US - ISIFA.“
„We bring you Shutterstock as
you‘ve never seen it before.“
REWARD AND SHARING
CONTACT FORM ON WWW.ISIFA.COM
- Filling the contact form gives the
user free credit for Shutterstock
thanks to isifa and legal support about
visuals and access to premier content
– local content. Rewards for further
leads brought by the user
- Referral code
- Benefit program, CRM
HOW DOES IT WORK?
Users of Shutterstock do not know
about quality deals they might
accomplish through partnership
with isifa.
Users of Shutterstock rarely
purchase videos for their content.
Campaigns in Czech republic lack
local and relevant content for
implementation
Isifa provides quality customer
service for their clients in local
language.
Isifa in cooperation with
Shutterstocks brings added value
of quality exclusive content.
The have divided the target
audience into 2 groups:
Group A – The users of
Shutterstock
Group B – Potential new Users
CREATIVE INSIGHT
2YL2015_cyber_21

3. 3. THE USE OF 3 SOCIAL MEDIA
PLATFORMS
FACEBOOK BLOGGERSYOUTUBE
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MIROSLAV ČÍŽEK
photographer
JINDŘICH FÁBORSKÝ
marketer
JOHNY VALDA
YouTuber

4. 4. LEVERAGE VIDEO POTENTIAL
OF SHUTTERSTOCK ON FACEBOOK
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USE VIDEO ADS AND
PAGE POST ADS
FORMATS
WITH CAREFUL OPTIMIZED
TARGETING ON USERS
INTERESTED IN MARKETING
USE REMARKETING
TOWARDS SHUTTERSTOCK
CZECH DATABASE TO RAISE
AWARENESS AT THE
CURRECT CUSTOMERS AS
WELL THROUGH CUSTOM
AUDIENCES
BASED ON EMAIL DATABASE
WE CAN CREATE A
LOOKALIKE AUDIENCE
ALL OF THE ADS WILL LEAD
TO ISIFA.COM TO CONTACT
FORM TO GET REWARD
POTENTIAL REACH
700k-800k USERS
WITH RECOMMENDED
BUDGET: 100k CZK
GET REACH EXCEEDING
50% AND HIGHER
FREQUENCY/1 MONTH

5. 5. AND ON YOUTUBE AS WELL
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USE TRUEVIEW
INSTREAM FORMAT
WITH OPTIMIZED TARGETING
ON USERS INTERESTED IN
MARKETING, SOCIAL
MEDIA/PLATFOMRS, PEOPLE
WORKING IN MARKETING
USE REMARKETING ON
USERS WHICH HAVE NOT
COMPLETELY FILLED THE
CONTACT FORM
OUR CATCHY VISUAL
WITH STRONG CALL TO
ACTION WILL GENERATE
LEADS TO ISIFA.COM TO
CONTACT FORM
WITH RECOMMENDED
BUDGET: 100k CZK
WE GET 200 000
VIEWS/2 MONTHS
15 300 clicks

6. 6. RAISE AWARENESS ABOUT RIGHT LICENSING
OF CONTENT AND ISIFA PURPOSE VIA
BLOGGERS REVIEWS AT THE SAME TIME
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BLOGGERS WILL EXPLAIN THAT
WHILE PAYING FOR CONTENT
MIGHT BE A NUISANCE IT IS
NEEDED TO PROTECT
CONTENT CREATORS LIKE
THEM
THEY WILL CREATE LOCAL
CONTENT FOR ISIFA
AND GET EXTRA BONUSES FOR
THEIR
RECORDING/PHOTOSHOOTS
THAT THEY HAVE NOT USED ON
THEIR BLOGS AND CHANNELS
BEFORE AS A REWARD
MIROSLAV ČÍŽEK
photographer
JINDŘICH FÁBORSKÝ
marketer
JOHNY VALDA
YouTuber
MAIN PURPOSE IS TO EDUCATE
THE MASS ABOUT ISIFA AND
SHUTTERSTOCK CONNECTION
AND SERVICES
WHICH THEY ARE ALREADY USING
THANKS ISIFA
THROUGH BARTER

7. 7. SUMMARY PICTURE
7YL2015_cyber_21
DUE TO EARNED E-MAIL DATABASE
WE WILL CREATE A LONG-TERM CRM
COMMUNICATION DISTRUBUTED BY
ISIFA.COM
DIRECT CONTACT TO ISIFA
REPRESENTATIVE
REACH, LEADS
REACH, LEADS
RAISE AWARENESS
ABOUT RIGHT LICENSING
AND ISIFA CONNECTION
WITH SHUTTERSTOCK
VIA BLOGGERS
THE USER IS ABLE TO SHARE HIS
REFERRAL CODE WITH FRIENDS VIA
SOCIAL MEDIA OR E-MAIL AND
FURTHER INCREASE THE REACH OF
CAMPAIGN
GET TRIAL/BENEFIT/FREE CREDIT
BY FILLING THE CONTACT FORM
AND START USING SHUTTERSTOCK
AS YOU HAVE NEVER SEEN IT BEFORE
THANKS TO ISIFA
LEVERAGE VIDEO
POTENTIAL OF
SHUTTERSTOCK ON
FACEBOOK AND CUSTOM
AUDIENCES
AND ON YOUTUBE AS
WELL