STORIES THAT CAN'T DISAPPEAR

ClientPETTIT PRESS
Category A09. Media / Entertainment
TitleSTORIES THAT CAN'T DISAPPEAR
Product/ServiceWEBSITE OF SLOVAK NEWSPAPER SME
Entrant ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Idea Creation ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Credits
Name Company Position
Michal Belej Istropolitana Ogilvy Copywriter senior
Jakub Svetlík Istropolitana Ogilvy Art Director Junior
Michal Valušek Istropolitana Ogilvy Art Director Senior
Lenka Lukáčová Istropolitana Ogilvy PR & Social Media Manager
Peter Darovec Istropolitana Ogilvy Creative Director
Vladimír Janček Istropolitana Ogilvy Copywriter senior
Lenka Michálková Istropolitana Ogilvy Account manager
Nikola Lépesová Istropolitana Ogilvy Account executive
Veronika Romsauerová Istropolitana Ogilvy Strategy director
Juraj Plánovský Istropolitana Ogilvy Strategic planner

Background

SME is a newspaper that has been seen as guardian of democracy in Slovakia for 25 years. However, the newspaper speaks to older audience, but it has problem to reach the younger generation. The brief was to prepare an image building campaign that would attract younger readers and improve the status of the brand on social media.

Describe the strategy

We gained data from statistics on Facebook and Instagram from which it was obvious that the brand has problem talking to age group 18 - 24. The target group was defined as young people between the age of 18 - 24 who actively use internet and are active on social networks. The Instagram platform seemed to be the best choice to talk to the group since it has better organic reach compared to Facebook and is more attractive to younger audience. The Instastories were used as the key format for the campaign, because it could be used for storytelling.

Describe the execution

The campaign was also a political reaction towards the rise of extremism in Slovakia and this political statement had to improve the image of mind setting medium. The campaign appeared for 24 hours on the Victory Day (8th May) as a commemoration of World War II. The key format for the campaign were Instastories that are popular among the target group and are used mainly for fun. The campaign created a contrast between temporary entertaining format of Instastories with tragic historical events that can’t be forgotten. The campaign used Instagram, Facebook and website of the newspaper where was placed a special article about victims of World War II where people could find more details on the matter. The campaign was distributed with the usage of influencers, however, the campaign was distributed by spontaneous activity of other users.

List the results

- The reach on Instagram was 3-times more that the number of followers of the profile - The visits of Instagram profile rised by 2 901% according to average activity - The number of followers rised by 36% - The campaign article gain one of the highest traffic of the day on the website