VLOGGERS' SWAP

Bronze Eurobest

Case Film

Presentation Image

ClientTELEKOM
Category A02. Data-driven Targeting
TitleVLOGGERS' SWAP
Product/ServiceUNLIMITED INTERNET
Entrant TELEKOM ROMANIA Bucharest, ROMANIA
Idea Creation LEO BURNETT Bucharest, ROMANIA
PR LEO BURNETT Bucharest, ROMANIA
Production SAGA FILM Bucharest, ROMANIA
Credits
Name Company Position
Ali Bati Leo Burnett Bucharest Chief Creative Officer
Victor Stroe Leo Burnett Bucharest Head of Strategy & Associate Director
Diana Alexa Leo Burnett Bucharest Managing Director
Alin Marghidanu Leo Burnett Bucharest Group Creative Director
Andreas Aron Leo Burnett Bucharest Copywriter
Alin Badiu Leo Burnett Bucharest Art director
Mihai Lucanu Leo Burnett Bucharest Account Director
Laura Moisa Leo Burnett Bucharest Account Manager
Maria Ilea Leo Burnett Bucharest Digital Account Manager
Maria Zvinca Leo Burnett Bucharest Digital strategic planner
Corina Bratu Leo Burnett Bucharest Senior strategic planner
Sorin Deleanu Leo Burnett Bucharest Producer
Ruxandra Rau Telekom Romania Communication & Brand Strategy Director
Oana Ioja Telekom Romania Marketing Communication Expert

Why is this work relevant for Creative Data?

Because the creative use of data to deliver effective targeting sits at the core of the Vloggers’ Swap. The campaign is fundamentally driven by data, from problem to solution. It clearly demonstrates how various audiences were precisely targeted through the creative use of data.

Background

Situation Internet algorithms limit sharing. They show us only the views and opinions we already agreed with. The effect is polarization and intolerance. This is called a Filter Bubble. Or Echo Chamber. This is especially true for millennials, whose opinions are often formed via social media. Brief Telekom believes in “sharing” and they wanted to help audiences see each other’s perspectives. So, as a brand responsible for enabling people’s digital life, they had to take action. Objectives ? The campaign objective was making millennials realize their filter bubbles and help them reduce the effects of the situation, while reinforcing Telekom Romania’s brand promise: “Life is for sharing.”

Describe the idea/data solution

One way to burst the filter bubbles is to expose people to content opposite to what they are already consuming, in order to make them understand the other side’s opinions. Using the data from YouTube and Facebook demographics, Google search patterns and Facebook interests, we identified vloggers with audiences that had the least in common. This helped us with targeting very specific audiences. And we used the same data to beat the algorithms themselves by turning situation around. We challenged the vloggers to swap their lives for a day, record the experience and share it on the social media channels of the opposite vlogger. We chose influencers who tackle the main problems dividing our society such as LGBT rights (Romania being one of the most conservative countries in Europe), immigration, vaccination, religion, tradition vs. modernity, body shaming, #resist etc.

Describe the data driven strategy

In Romania, vloggers are by far the no.1 influencers for millennials. Not only the credibility to influence our target, but they also had the direct channel to do so. Using the data from YouTube and Facebook demographics, Google search patterns and Facebook interests, we identified vloggers with audiences that had the least in common, in terms of consumed content, likes, interests, and opinions. We created an example that included a dozen swaps to set the trend in the vlogosphere, and then let the idea take off.

Describe the creative use of data, or how the data enhanced the creative output

Internet algorithms limit sharing. They show us only the views and opinions we already agreed with. This causes filter bubbles. But we used the same data to beat the algorithms themselves by turning situation around. The data allowed us to do a very precise targeting and enabled us to help audiences see each other’s perspectives.

List the data driven results

“Vloggers’ Swap” became a trend, hundreds of vloggers started swapping their channels, including most of the top 10 Romanian online influencers. The swaps generated over 9.5 million views (while the targeted universe was 1 million people). The swap videos made it to the top 3 on YouTube’s Trending multiple times. The campaign generated over 300.000 positive organic reactions on social media (likes, comments, shares). Telekom brand attributes such as recommendation, likability, consideration and purchase intent became at least 50% higher for millennials exposed to the campaign vs. the ones unexposed, surpassing much more established Orange and Vodafone brands. “Vloggers’ Swap” was featured in prime-time news on all main TV channels, and on all main Romanian digital outlets (including international titles like Forbes, Vice, Elle, GQ, Marie Claire etc.) The total reach of the initiative was around 85%, putting both the filter bubble problem and the swap solution on Romanians agenda. And the media spending was zero. But, the result that proves above all our target engagement and campaign’s long-term impact is that over half a million of the audience started following the vloggers of opposing views.