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. written submission of the campaign

solutionTo 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.

insightOur 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 work1. 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. The use of 3 social media platforms

twitterfacebook linkedin

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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. 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. 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. SUMMARY PICTURE

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