| Title | #NOLIKESFORRACISM |
| Brand | LICRA |
| Product/Service | LICRA |
| Category |
C03. Use of Social Platforms |
|
Entrant
|
DDB PARIS, FRANCE
|
|
Idea Creation
|
DDB PARIS, FRANCE
|
|
Production
|
LE FILS DE Paris, FRANCE
|
Credits
| Alexander Kalchev |
DDB Paris |
Executive Creative Director |
| Melanie Pennec |
DDB Paris |
Creative |
| Jean Weessa |
DDB Paris |
Creative |
| Virgile Texier |
Le Fils de |
Director |
| Matthieu de Lesseux |
DDB Paris |
CEO |
| Anne-Marie Gibert |
DDB Paris |
Pr Director |
| Alain Jakubowicz |
Licra |
President |
| Safia Ouaissa |
Licra |
Advertiser Supervisor |
| Aurelia Jakmakejian |
Licra |
Advertiser Supervisor |
| Malik Lounès |
Licra |
Advertiser Supervisor |
The Campaign
In October 2015, we invented the dislike button. But how?
We posted a 30’ video on the LICRA Facebook page, which features people of all ages from all walks of life expressing day-to-day racism.
To watch the video, the user has to upturn his phone. The Facebook interface is then naturally reversed.
A message appears at the end of the film: "If you don’t like this video, don’t like this video."
The user is thus prompted to click on the "like" button, which, upside-down, is becoming a dislike.
Campaign Success
We posted our 30’ video on the LICRA Facebook page on October 20th.
We targeted mobile users only.
Describe the success of the promotion with both client and consumer including some quantifiable results
In less than a week, the film has been seen more than 7 million times, getting more than 143.816 (dis)Likes, increasing the numbers of fans by 482%.
But more important, 78% of people who were exposed to the campaign now believe that the fight against racism and anti-Semitism has to be a priority.
81% of people who were exposed to the campaign may have the intent to report racist and anti-Semitism contents that they encounter on Facebook.
Explain why the method of promotion was most relevant to the product or service
The Like button gets hit 3 billions times a day. Imagine the effect if you’re the first one to hack it? And for the actual most important French societal debate: racism.
We targeted young people among 13-24 year-olds, the youngest and most active fringe of Facebook users. They’ve been away from the anti-racist campaigns of the 80’-90’, and are often lured with conspiracy theories that give them the illusion of being smarter than their Facebook friends. A disproportionate majority of them is anti-racist, but a silent majority.
85% of them get a Facebook account.
More than 90% of them connect themselves to Facebook from their mobile device.