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Campaign Brief

19 - 26 March, 2017
Index

Campaign Brief
1. Campaign Purpose
2. Global Content Calendar
3. What you need to do (per day)
4. #MyLeadershipStory
5. FAQs
1. Campaign Purpose
1. Campaign Purpose
The Leaders for the World campaign aims to send a message to youth that by engaging with our
products, they will be able to both gain leadership development and contribute to a better world.

a) Objectives

Increase relevant content Drive traffic to YOP Conversion of GV/GE/GT


Align brand perception to be Increase clicks to the website Increase conversion rate through
associated with leadership through social media channels social media leads
development

b) Message
When I volunteer, intern, or work abroad, is it for me or for the world?
2. Global Page Content Calendar
2. Global Page Content Calendar
This is the Calendar that the AIESEC International Digital Marketing Team will be using for the week of
the 19-26th of March, 2017 in AIESEC Global Fan page.

Mar 19th Mar 20th Mar Mar 22nd Mar 23rd Mar 24th Mar 25th Mar 26th
Day 21st
Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Leaders for the Campaign I DID IT I DID IT Campaign


Content GV Product GT Product GE Product
World animation Launch 4TheWorld 4Me Closing

Blog post Blog post Video


Content Type GIF Video #1 Video #2 Video #3 Video #4
Album Album Canvas
3. What do you need to do per day
Day 0 - Sunday 19 March 2017
Gif - Teaser for the week campaign

What you need to do:

Entity Action: Repost from Global page


Time of the post: 3 PM GMT +1
CTA: Engagement through a question
Hashtags: #AIESEC #Leadership
#LeadersForTheWorld
Day 1- Monday 20 March 2017
Video - Campaign Launch

What you need to do:


Entity Action: Repost from Global page
Time of the post:
Americas: 3PM GMT -5
Europe and MEA: 3 PM GMT +1
AP: 3PM GMT +7

CTA: Go to OP
Hashtags: #AIESEC #Leadership #4meor4theworld
#LeadersForTheWorld
Customize: Subtitles in your language (optional)
Day 2- Tuesday 21 March 2017
Video - Global Volunteer

What you need to do:

Entity Action: Repost from Global page


Time of the post:
Americas: 3PM GMT -5
Europe and MEA: 3 PM GMT +1
AP: 3PM GMT +7
CTA: Go to OP
Hashtags: #AIESEC #Leadership #GlobalVolunteer
#LeadersForTheWorld
Customize: Subtitles in your language (optional)
Day 3- Wednesday 22 March 2017
Album and Blog post - Global Volunteer

What you need to do:


Entity Action: Repost Blogpost from Global page
If you have leadership stories, customize Album, if not re-post.
Time of posts:
Blog post: 9 AM GMT+1
Album: 1 PM GMT+1
CTA: Go to OP
Hashtags: #AIESEC #4meor4theworld #GlobalVolunteer
#LeadersForTheWorld
Check section 4 for #MyLeadershipStory Album instructions
Day 4- Thursday 23 March 2017
Video - Global Talent

What you need to do:

Entity Action: Repost from Global page


Time of the post:
Americas: 3PM GMT -5
Europe and MEA: 3 PM GMT +1
AP: 3PM GMT +7
CTA: Go to OP
Hashtags: #AIESEC #Leadership #GlobalTalent
#LeadersForTheWorld
Customize: Subtitles in your language (optional)
Day 5- Friday 24 March 2017
Blog post and Album - Global Talent

What you need to do:

Entity Action: Repost Blogpost from Global page


If you have leadership stories, customize Album, if not re-post.
Time of the posts:
Blog post: 9 AM GMT+1
Album: 1 PM GMT+1
CTA: Go to OP
Hashtags: #AIESEC #4meor4theworld #GlobalTalent
#LeadersForTheWorld
Check section 4 for #MyLeadershipStory Album instructions
Day 6- Saturday 25 March 2017
Video- Global Entrepreneur

What you need to do:

Entity Action: Repost from Global page


Time of the post:
Americas: 3PM GMT -5
Europe and MEA: 3 PM GMT +1
AP: 3PM GMT +7
CTA: Go to OP
Hashtags: #AIESEC #Leadership #GlobalEntrepreneurs
#LeadersForTheWorld
Customize: Subtitles in your language
Day 7- Sunday 26 March 2017
Video and Canvas- Closing the Campaign

What you need to do:

Entity Action: Repost from Global page


Time of the post:
Video: Americas: 3PM GMT -5
Europe and MEA: 3 PM GMT +1
AP: 3PM GMT +7
Canvas: 9 AM GMT+1
CTA: Go to OP
Hashtags: #AIESEC #Leadership #LeadersForTheWorld
Customize: Subtitles in your language
Product Videos Info

What you need to do: (Optional)


If you wish to have subtitles of the 3 product videos (GV, GE and
GT):
a) Download .txt file from here.
b) Remove english part and translate to your language (do not
modify anything else), save.
c) Create a folder here with the name of the language and add the
three .txt files for each product. Name them
Product_Language.txt
Find the product videos on yop.aiesec.org under each exchange
program section.

Deadline: Friday 17th, March, 2017 at 3 PM GMT+1


4. My Leadership Story
#MyLeadershipStory
Caption - Global Volunteer

I DID IT FOR THE WORLD Template


Caption:
Quote by EP
This is -EP Name-s story, volunteering for a
better world, only to emerge with a better self.
Start your own leadership story and ask: is it
#4meor4theworld?
#AIESEC #LeadersForTheWorld
#GlobalVolunteer #MyLeadershipStory
#MyLeadershipStory
Caption - Global Talent

I DID IT FOR ME Template


Caption:
Quote by EP
This is -EP Name-s story, working to better
herself, only to emerge contributing to a better
world.
Start your own leadership story and ask: is it
#4meor4theworld?

#AIESEC #LeadersForTheWorld
#GlobalVolunteer #MyLeadershipStory
How should it look like?
#4meor4theworld examples
DO. DONT.
- Use the word volunteering in the - Change template color or design
caption for GV stories.
- Use random EP quotes but rather
- Use the word working in the caption have a consistent narrative
for GT stories.
- Use more than 6 pictures (including
- Use the word interning in the cover and end photo)
caption for GE stories
- Find #MyLeadershipStory guiding
question in shared drive
- Use color coded templates per GV/
GT/GE product color
- Use High Quality pictures
- Use 4-6 pictures maximum (including
cover and end photo)
5. Frequently Asked Questions (FAQs)
FAQs
1- Am I supposed to follow the Global Calendar or re-
share whatever I want?
Its preferable to follow the Global Calendar as all content
material is consistent with a common message which is
Leaders for the World.

2- Can I just share the Leadership Story Album posted


on the Global page?
Yes, you can.
But, if you manage to collect stories from EPs from your
entity it would have a more relevant impact on your social
media reach.
Contact us

Alonso Salazar Laura Al Bast


AIVP Digital MKT GST Digital MKT
alonsos@ai.aiesec.org laura.albast@aiesec.net
+96171441490

Digital MKT
Team