Young Lions Czech Republic 2018 Digital category - Team 12

1. YL2018_digital_12 1
OUR INSIGHT
As a 20 year old, I want to get a
head start for my future and discover
who I want to be. Find my purpose in
life in order to achieve bigger things.
Being part of the AIESEC global
community helps me build my
network and allows me to gain
priceless experience for my future
career and help others through my
intensive personal development.
OUR SOLUTION
To build a sustainable online eco-system
which reflects the digital behavior of our
target audience and will recruit 300 new
members on the short-term, but will
develop the brand identity on long-term.

2. YL2018_digital_12 2
SUMMARY
You’re 20, you don’t know what you want and are afraid
of making mistakes or wrong decisions. AIESEC
community can guide you and help find your purpose in
professional life. The issue is that AIESEC is not
currently seen as this type of organization.
To change this, we must show the reality through current
members and make AIESEC more human.
Primarily, let’s re-build trust towards the organization
and focus on removing the prejudices by letting
members speak on behalf of AIESEC on messenger.
Facebook and Instagram will aim to inspire people and
lead people to messenger.
Online PR and University channels will spread alumni
testimonials to prove that success is achievable by
everyone.
Series of Youtube tutorials will build the credibility of
AIESEC and demonstrate know-how that is essential for
passing the assessment centers.
This eco-system of short and long term strategies will
bring us credibility and new members.

3. The solution is to build a sustainable online
eco-system which reflects the digital
behavior of our target audience and will
recruit 300 new members on the short-term,
but will develop the brand identity on long-
term.
To make AIESEC more trustworthy, human
and show its benefits, current member
activities are illustrated via social media and
open communication through messenger.
This helps break barriers of prejudice, face to
face communication and fear of asking more
information about AIESEC.
Credibility is brought in thanks to successful
alumni testimonials where students can see
how far AIESEC can bring them in their
future career and serve as proof of concept.
Lastly, the tutorial platform will help us
motivate the students to join by showing
what they can learn at AIESEC and improve
the conversion rate during assessment
centers.
WHAT IS YOUR SOLUTION?
On social media, our goal is active
engagement and destroying prejudices
about AIESEC. Facebook shows real
aspiring members with provocative
statements driving traffic to AIESEC
messenger (member take-over) where
they can discuss their real questions.
Tactically, friend tagging will help the
message spread organically. To set the
correct expectations of being a
member, Instagram shows behind the
scenes and alumni take-overs.
As our security net, University e-
mailing will ensure high reach and
delivering of new members. Just like
in University magazines, our goal is to
illustrate the “fast track” concept
through successful alumni testimonials
which showcases the key benefit of
being an AIESEC member.
To improve member conversion rate
and long-term credibility building, we
want to launch the AIESEC Youtube
channel with series of leadership
tutorials that illustrate the know-how
members can take away from AIESEC.
HOW DOES IT WORK?
As a 20 year old, I want to get
a head start for my future and
discover who I want to be. Find
my purpose in life in order to
achieve bigger things. Being
part of the AIESEC global
community helps me build my
network and allows me to gain
priceless experience for my
future career and help others
through my intensive personal
development.
CREATIVE INSIGHT
YL2018_digital_12 3

4. YL2018_digital_12 4
THE USE OF 3 DIGITAL LED COMPONENTS
Be more human and real!
Give actual members a
chance to express
themselves and act as
AIESEC ambassadors.
Facebook and Instagram
Build a video tutorial base
demonstrating leadership
skills and preparing
students for future
assessment centers.
Youtube
Ensure high reach and
showcase the success
stories supporting the „fast
track“ idea.
University channels

5. Use social media to make AIESEC more trustworthy, human
and show its benefits such as the global environment, gaining
leadership skills and learning by doing.
Facebook – showing aspiring real members and AIESEC
benefits
Messenger – direct communication with members
Instagram – present behind the scene content
30.000 budget will be used for content promotion
YL2018_digital_12 5
THE USE OF SOCIAL MEDIA

6. YL2018_digital_12 6
THE USE OF UNIVERSITY CHANNELS
University e-mailing will deliver the testimonial
video and possibility to register online to all of the
students for free. It will also present our Youtube
tutorial database.
In University magazines, our goal is to illustrate
the “fast track” concept through successful alumni
stories which showcases the key benefit of being
an AIESEC member, which will also be presented
on our Instagram take-overs.
Fast track
Gain experience in AIESEC faster
than elsewhere

7. YL2018_digital_12 7
THE USE OF YOUTUBE
Our Youtube channel helps to set real
expectations, improve the conversion rate and
build the long-term image communication.
It will consist of leadership tutorial videos and
inspirational alumni testimonials.