ZAVTRA.UA
Information campaign for a scholarship program from the Victor Pinchuk Foundation
#smm #activation #content #influencers #tiktok #insta #facebook #telegram #pr #design #copywriting #pr #motion #targeting #posting
NUMBERS ONLY
From october 14 until december 7, we created and published:
2
Months
2.000.000
Total number of views on TikTok
4.000.000
Overall campaign reach
24
Posts on Instagram
28
Posts on Facebook
264
Stories on Instagram
26
Videos on Tiktok
UKRAINE'S GOT TALENT
Every year, Zavtra.UA scholarship program holds a contest for students from all over Ukraine. Its main prizes are monthly stipends, meetings with prominent politicians and experts, participation in international forums and camps, education grants and various bonuses, opportunities and advantages. Our job is to reach out and spark interest.
WE WERE GIVEN A GLOBAL TASK:
We were given a global task: to provide extensive exposure for the program so that people could write, read, find out about it, become interested, scream “wow, this is exactly what I need!”, finally follow us on social networks and send in their applications.
Spacio-temporal relations. We had almost two months of time, a facebook page with over 9k likes, an instagram page with 1.6k followers and a tiktok page with 4k followers. (there is nothing more dangerous in the world than a brand on tiktok, and we knew we'd get into that pretty soon).
THE FIRST THING WE DID WAS CREATE A PLAN
Super precise and thought out plan with perfect timing. We took different audiences on different platforms into account.
We built a customer path: attention-interest-action-loyalty. And we created different types of content:
INFORMATIVE POSTS ABOUT THE CONTEST
INSTRUCTIONS AND CHECK LISTS
ANNOUNCEMENTS AND REMINDERS
COLLABORATIONS WITH INFLUENCERS
This was our first time entering the TikTok field professionally and we knew how this game was played. In this social network, celebrities don’t make the rules. It’s all about creators: musicians, comedians, dancers, actors. That’s why we collabed with creators and found our way into people’s For You pages immediately.
ТІКТОК
That wasn’t enough for us, so we created a TikTok page for the project, where we posted videos every day for a month. Zavtra.UA scholars and their daily lives became a subject of our TikToks based around popular trends at that time. Everything turned out fun and trendy.
LIVES
We handled the tech side and organized live streams on Facebook and TikTok that featured Zavtra.UA speakers.
INTERACTIVE AND ORIGINAL FORMATS: COUNTDOWNS, TESTS, POLLS
AD CREATIVES
COMMUNITY AS A STRENGTH
We were mentioned by influencers of various scales, arranged collabs on tiktok, handled communication and controlled the content. We also managed to use loyal student-oriented communities and negotiated free posts in instagram, telegram and facebook communities as well as free posts by celebrities. We’ll repeat that: free posts. We need to reiterate: effective free posts.
“TRUST US” TONE OF VOICE
The content itself was made to encourage the audience to react, make comments, discuss, join the action and feel like they participate in a debate in a pleasant intelligent company where everyone is respected and everyone is young and proactive; maybe even with a glass of nice wine.
And those who engage with a brand can be considered our people ;)
AND BY THE WAY:
We proved to another client that creative people need to have freedom!
Because our most courageous ideas usually were the most successful. Well, just like always. Keep that in mind!