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Did you know that your brain is able to store roughly 2.5 million gigabyte of knowledge?

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Are you looking for a new and innovative way to communicate science to the younger generation of Rotterdammers? Look no further than our proposed content creation event strategy. We want to merge the physical and online space and make a real life event that is going to appear on your Instagram and Tik Tok page for a long time!

At our event, we will involve a young audience in the content creation process, tapping into their interests and preferences to increase engagement and build a loyal following. By creating a sense of community and collaboration, the event will foster a positive image for YoungXperts and attract more followers.
And the best part? We'll publish the content created at the event on YoungXperts’ Instagram and TikTok page, increasing visibility and reach, leading to even more followers and engagement.
This is an example of a TiKTok that is going to be created at the event!
...

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YOUNG XPERTS HOUSE
Our idea is to gather popular Dutch influencers, preferably from Rotterdam and have them gather together in what is known as a TikTok house. They would attend this with other influencers for a couple of days while making content promoting Young Xperts. We can pay them.

At this event, there will also be "regular people" with no celebrity status who join as participants too. At the event there will be discussions and information about scientific topics, making learning more interactive while also creating content.

- ideaaaas for the tiktok
- the taylor swift what sound ("some people dont know that x" "what")
- u have to be honest am i ugly yes or no ("did u ignore u should do x")
- i dont watch tv, no one cares ("i dont do nerdthing no one cares")
- somewhere in the haze got a sense ive been betrayed ("when you think fact but instead its otherfact")
- its me hi im the problem its me ("its problem hi insertexplanation im the problem its me")
- *Cringe idea* that cute tiktok dance and explain something with text
- what if i dont wanna live the way you live (what if i dont wanna do x)
- denial is a river in egypt, ur hjusband is gay ("denial is a river in egypt this fact")

TikTok 1
"Drinking coffee immediately when you wake up is bad, I could never do that" --> text
"but like no one cares" --> lipsync

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MONDAY at 11
Formal outfit black and white, total black, total white
Find a persona to describe themselves either in real life or a video
Present on a board
Make a logo
Write the script of your own part before monday

You have max. 5 minutes to present your idea. Include:

what is your overall approach to the task and why? (e.g., you want to focus on encouraging consumers to generate content because...; or you want to use humor, because....)

the final version of the consumer insight-to-key message,

your core idea - so how do you want to solve the client's problem, specifically)

prototype/mock-up - so, how the campaign (or its element) will look like - a client will understand better what you mean when you show them (e.g. if you want them to start an Instagram account - show us how it will look like - 5-8 posts can serve this purpose; shoot a video, draw a storyboard, etc.)

You have max. 5 minutes to present your idea. Include:

what is your overall approach to the task and why? (e.g., you want to focus on encouraging consumers to generate content because...; or you want to use humor, because....)

the final version of the consumer insight-to-key message,

your core idea - so how do you want to solve the client's problem, specifically)

prototype/mock-up - so, how the campaign (or its element) will look like - a client will understand better what you mean when you show them (e.g. if you want them to start an Instagram account - show us how it will look like - 5-8 posts can serve this purpose; shoot a video, draw a storyboard, etc.)

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The mission of YoungXperts is to engage with the younger generation of Rotterdammers, reaching adolescents and young adults coming from any social background and neighbourhood. However, communicating science and making it part of the everyday life of a big population can be challenging, and it would be even more difficult when interacting with the citizens of what Van Eldik et al. (2019) define as a super-diverse city, with multiple ethnicities and social backgrounds co-existing in the city. In fact, the context in which YoungXperts has being present until now is mainly composed of Dutch or international English-speaking student that have access to higher education. For this reason, a persona profile has been used during the strategy development to define and reach who is the Rotterdammer that would ignore the current strategy adopted by YoungXperts. We reached the conclusion that the interests and lifestyle of our targeted audience would often keep them sceptic and distant from a traditional divulgation project in which social media are used as an instrument to teach about certain topics.

In this regard, these are the main reasons why we consider a content creation event and a consequent publication of the content on YoungXperts’ Instagram and TikTok account as the most effective approach: First, by involving a young audience in the content creation process, the company can tap into the interests and preferences of this demographic, which can help increase engagement and attract more followers. Second, by creating a sense of community and collaboration, the event can foster a positive image for our client YoungXperts and build a loyal following. Third, publishing the content on YoungXperts’ Instagram and Tik Tok page can increase the page's visibility and reach, potentially leading to more followers and greater engagement as Rotterdammers would feel included in the project, then more likely to engage with it and share. Finally, teenagers are very likely to be interested in all the trends on social media, and they would use this occasion to produce content that ‘’looks young’’ and is spreadable, and it can help the company stay current and relevant in the fast-paced world of social media. Overall, creating an event that involves a young audience in content creation and publishing it on the Instagram page can be an effective strategy for increasing engagement, building a loyal following, and being able to adapt trends to divulgation and civic engagement (which are the interests of YoungXperts).

Being aware that a social media campaign that starts from the real-life event can be seen as an experimental merging of physical and online spaces, here we provide the literature that has been used to develop this project.

According to Bacile et al. (2014), consumer co-production of personal media marketing communication (with social media as the emblematic representative of what personal media are for the authors), increases attitude toward the communication and engagement and interest in the product sold (which, in this case, is science), while also acting as a risk-reducing mechanism. The authors focus on firms and purchases, however their conclusion can clearly be applied to science divulgation with no profit interests, by saying that the lack of consumer participation, reminiscent of traditional mass media where the consumer of the media product as a passive audience member, often causes failure on social media.

When moving further from the world of firms and entering into the educational environment, the article published in 2021 by Blumenfield comes into handy, as it states that educational theorists have emphasized the importance of using active learning strategies to create “significant learning experiences”. The author uses the case of a Chinese Environmental Film Festival held at Furman University in 2015 and discusses how film festivals and other media projects can be used to engage students in hands-on learning while also immersing variegated and young communities in topics of broad concern. This project, which has been an incredible success, resembles the event that we are planning, and created a strong connection between the topic discussed and the public.

Furthermore, we would like to emphasize how we are working to ensure customer engagement (in our case we are calling it audience engagement) and spreadability for the content that is going to be published. According to Brodie et al. (2011), customer engagement is a psychological state that happens in the presence of interactive elements, and leads to a dynamic co-creation of meanings that benefits the stakeholder. The audience—a better term than "customer" in this case—can be accessed and then involved in a continuous discussion about societal concerns and research when meanings are co-created. Involving the audience through every stage of content production increase engagement, thus giving them the change to physically participate in it, being creators, creatives, but also the public, and it makes the co-creation of meaning more dynamic and more appealing for the public.

Regarding spreadability, this campaign is the best approach for the case of YoungXperts for several reasons. First, it allows for user-generated content (UGC) which is often more relatable and authentic than content created solely by the organization. This can help to increase engagement and trust with the audience. Spreadable media, in fact, as discussed by Jenkins et al. (2013) is producerly, as it gives space to social media users to participate, and provide their own meanings or resources, thus creating a product that is co-produced and, in a way, co-owned. Second, it encourages audience members to share the content they create on their own social media accounts, thereby increasing the reach of the organization's message. Third, it allows the organization to gather valuable data and insights about their audience, which can inform future content and marketing strategies.

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Red White Creative Name Letter Company Logo 

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Bacile, T. J., Ye, C., & Swilley, E. (2014). From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication. Journal of Interactive Marketing, 28(2), 117–133. https://doi.org/10.1016/j.intmar.2013.12.001
Blumenfield, Tami. 2021. “Fostering Campus-Wide Dialogue and StudentCentered Learning through Film Festivals and Media Projects: Engaging Chinese Environmental Issues beyond the Asian Studies Classroom.” ASIANetwork Exchange 27(2), pp. 13–24. DOI: https://doi. org/10.16995/ane.305
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer Engagement. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Jenkins, H., Ford, S., & Green, J. (2013). Designing for Spreadability. In Spreadable Media (pp. 195-228)
Van Eldik, A. K., Kneer, J., & Jansz, J. (2019). Urban & Online: Social Media Use among Adolescents and Sense of Belonging to a Super-Diverse City. Media and Communication, 7(2), 242–253. https://doi.org/10.17645/mac.v7i2.1879

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Our target audience is underprivileged people in Rotterdam that are between the ages of 12 and 25. They could be both a student or working. We chose this demographic because we believe it reflects the values of YoungXperts as a company. Their goal is to reach out to young, underprivileged young people in Rotterdam.

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YoungXperts is an organization linked to the SYNC lab of Erasmus. The goal of YoungXperts is to make behavioral (and neuro-)science of value for adolescents and young adults (ages 12-25). They noticed that many youngsters felt unheard regarding important decisions.

The perceived problem is that their reach on social media is lacking in reaching their targeted audience. This could be due to the fact they are operating in Dutch while the city of Rotterdam is an international and intercultural city. Moreover what we notice is that their Instagram lacks consistency and does not follow "the hype". Their content on Instagram is mainly made out of advertisements to recruit participants whilst no form of interaction on their page is encouraged.

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The consumer has an interest in social media, specifically short content platforms like TikTok and YouTube. However, through interviews, we have found out that there is also an increase in demand for authentic content as social media influencers and companies get harder to trust. We can answer these questions by making our content short and digestible while having our content scientifically backed up.

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The key message that YoungXperts could use to engage with their public would likely focus on empowering adolescents and young adults to make informed decisions that shape their future. This message could be conveyed through a variety of different channels, including a slogan and a more general principle.

General principle: "Providing access to the knowledge and tools needed for young people to actively participate in decision-making that affects their future."

Slogan Options:

"Empowering the next generation to shape their own future"

"Unlocking the power of behavioural and neuro-science for the youth"

These slogans highlight the unique value proposition of the organization, which is to make behavioural and neuro-science accessible and understandable to young people so they can make informed decisions that shape their future.

By communicating these messagea, YoungXperts can position themselves as a valuable resource for young people looking to make informed decisions about important issues like mental health and climate change. This message can help to build engagement and trust with their target audience, and inspire them to take an active role in shaping their own future.

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Our media plan focuses on leveraging the power of media to reach our target audience through Instagram and implementing a creation of a TikTok account in the name of YoungXperts. We will create engaging and visually appealing content that aligns with the brand message and resonates with our target demographic. By consistently posting on the platform and utilizing popular trends and hashtags, we will increase our visibility and reach a wider audience while still distributing scientific information. Besides the possibility of even going viral through the use of popular trends, sounds, and hashtags we will ensure to be on their “foryoupage” or explore page more often through the popular methods.

Additionally, we will engage with our followers by responding to comments and messages, and encouraging them to share our content. Many might even voluntarily share it as they are involved in that certain post. This in turn, increases the spreadability of the post but also by using well known Rotterdam people affective user experience will be affected while they are cognitively stimulated by information we provide that many too might want to share. We notice to this day that affective user experience is one of the most effective way to increase spreadability visible in the going viral videos which mainly consist out of funny memeish content.

The user engagement we are aiming for will be achieved through our media plan, we are focussing on shared and earned media

We will be making shared media in collaboration with Rotterdam influencers and the audience to spread our content and rely on earned media to (partially) encourage interactivity. This mutually beneficial relationship between Young Xperts and the influencers will help us spread the existence of Young Xperts. When subjected to earned media we let the audience initiate in contact and engage in dialogue thus interactivity from the side of Young Xperts is important. Shared and earned media will not work if we don’t have owned media thus we will be creating our owned media with the launch of open house named YX Open House..

This open house will be an opportunity for our audience to meet with Rotterdam influencers to talk about topics regarding the field of science. There will be activities and opportunities to talk, make videos, and take photos but mainly to talk about science-related topics. The budget we have received will aid us in the establishment of this open house by financing the equipment for activities and advertising. The idea of this media plan is to provide a new start to Young Xperts social media pages and continuity is needed to uphold the interaction with the audience and the growth of their following. Main parts of the budget will be dedicated to the location as the mutual beneficial relationship between the influencers and Young Xperts will be compensated by views and the highlight on each other platforms.

Sources:

Derda, I. (2022). Citing open source images and formatting references for presentations [video]. Canvas@EUR https://canvas.eur.nl/courses/40904/pages/video-1-audience-research?module_item_id=897992

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There are several ways that YoungXperts can build brand connection through their social media:

Consistent branding: By consistently using the same colour scheme, logo, and messaging across all social media platforms, YoungXperts can establish a strong visual identity that helps to build brand recognition and connection.

Authentic and relatable content: By creating and sharing content that is authentic, relatable, and relevant to the target audience, YoungXperts can help to build trust and emotional connections with their followers. By discussing topics like mental health and climate change that are important to adolescents and young adults, YoungXperts can demonstrate their understanding of and commitment to the issues that matter to their target audience.

Engagement: By encouraging and fostering engagement on their social media platforms, YoungXperts can build a sense of community and connection with their followers. For example, they can ask questions and encourage discussion, or create polls and surveys to gather feedback and input from their followers.

Personalization: By using personalization techniques such as using the followers' name and addressing them directly, using personalized images and videos, or creating tailored messages. This will help to create a sense of individual connection with each follower, which can strengthen brand connection over time.

Advocacy: By creating a sense of community and shared purpose with their followers, YoungXperts can inspire them to become advocates for their brand. This can be accomplished by creating a sense of shared mission and encouraging followers to share their own stories and experiences related to mental health and climate change.

By consistently executing these strategies, YoungXperts can build brand connection with their target audience, and generate positive word-of-mouth marketing that can help to drive awareness and engagement for their platform.