Zaga Brand - CRONICARI DIGITALI

Category: Best Digital PR Campaign

Client: INSTITUTUL NATIONAL AL PATRIMONIULUI

Year / Domain / Status: 2018 / Social campaigns / Winner

Strategy description:

The main challenge was to translate a perceived elitist subject from the academic language to Millennial dialect, keeping it relevant for younger audiences, but staying within a €6,000 budget. WHERE to communicate and at WHAT cost became crucial. To tell the story of the heritage objectives, we developed a mix of digital storytelling focusing on Instagram (visual storytelling), Facebook and blogging (for the main target audience), alongside traditional media – for promoting the campaign to the general public (secondary audience). Naming: To illustrate the concept, we chose to join two contrasting terms, both relevant for the subject in question. CRONICAR (chronicler in Eng.) is an old Romanian word, while DIGITAL symbolizes the technological era. Cronicari Digitali aims to create a link between generations, and its call to action “Let’s make the cultural heritage viral!” urges each person to become a Digital History Teller, and a spokesperson for the campaign. What we set out to do in the first 6 months of the campaign: Raising awareness of cultural and natural heritage elements for the digital generation, and involving the 18 – 35 age group in heritage related conversations (a field explored solely by experts and persons aged 50 or more), by: · Touring 50 different heritage elements in the offline, giving the young generation a chance to become historytellers themselves and to share their experience with their social media communities · Reaching out to 1,000,000 young people by the end of 2018, the European Year of Cultural Heritage, a target we reached in ONLY 3 months · Reaching an engagement level equal to the maximum value of the Instagram average (3 – 6%) on a nondescript topic for Millennials · Getting influencers with large Instagram and FB communities (over 150,000 followers each) to become involved pro bono in the campaign by mid-December · Attracting two media partners to promote the campaign and its objectives Secondary objectives: - the correct understanding of heritage and its diversity, by creating direct interactions between experts and the Y and Z generation. Getting to work: Pre-launch: 1. Presentation website – the main display of the campaign, where cultural heritage and its diversity are described in Millennial dialect. 2. Instagram account – the main communication channel with the young “digitals” 3. Facebook account – the main narrative for all the activities of the campaign 4. Media partnerships 5. Instagram partnerships with relevant influencers on Instagram 6. Together with NIH experts and managers, we devised 6 routes throughout Romania towards different heritage sites and monuments. In our search to provide attractive visual destinations and interesting stories, we combined castles and mansions that are not open for public viewing with memorial (communist prisons), ecclesiastic, industrial, archaeological, natural and gastronomic heritage. These personalized routes where we invited Instagrammers, bloggers and journalists were named Heritage Trips. 7. Photo contest for Instagram users. By photographing a heritage element and posting it on the social network using #cronicaridigitali, the winner is set to go on a 1-week personalized Heritage Trip.

Execution:

July 17th, campaign launch. Heritage InstaMeet, Bucharest. The CEC Palace - an element of architectural heritage - cannot be visited inside for more than 15 years, the beautiful building was frequently used in Instagram posts, from outside. The Heritage InstaMeet opened the doors of 3 symbolic buildings in Bucharest, architecture monuments that don't normally allow visitors such as the CEC Palace, Casa de Târgoveț and Casa Monteoru. The event was communicated on Cronicari Digitali FB page, cohosted with @creators.will.create (among the most active instagrammers community), 8 day before it took place. It was attended by 150 Romanian Instagramers with significant communities, alongside bloggers and journalists, experts from the NIH, special tour guides for seven hours and a half as long as the event lasted. The end of the Instameet brought on a Heritage Party, and the official launch of the campaign along with the national photography competition #cronicaridigitali. The competition winner will be announced on October 20. After the launch we understood the need to research every element of heritage in order to convey qualitative info for Instagrammers. Unlike press or bloggers, they are very well prepared in creating visual content, but on a research level, everything needs to be concise. Therefore, in every Heritage Trip, we created teasers on WhatsApp groups for all the attendees. 4 Heritage Trips to mixed heritage elements: 2-4 August Moldova Heritage Trip, 23-25 August Alba Heritage Trip, 6-9 September Maramureș Heritage Trip, 21- 24 September Sulina Heritage Trip. For each of the 4 Heritage Trips, every Instagram user had a chance to win a spot in the adventure via competitions targeted for specific communities. 8 media partnerships for general promotion (compared to the initial goal of 2 partnerships): Digi TV, Libertatea, Realitatea TV, Historia, Dilema Veche, RFI, Agerpres, next to bloggers like Cristian China Birta, Florin Arjocu, Cezar Dumitru, Abubu’s World Colors & Travel. They all generated incredible articles, Online Lives and special TV Shows.

Case visual:

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