The project * Izeš naviku was concepted as an social media photo contest that communicates with the largest online community in Serbia - almost 3 600 000 Facebook users.
Due to the nature of the subject - photographing with the mobile phone (”on the go”) and helping change the bad environmental habits via social media - our target audiences were Y crowd (18 - 24) and the X generation (25-35).
The contest was hosted on Ecotopia Facebook page. Rules, categories and awards were clearly stated. All buttons were made to fit the project's visual identity. Little fly symbolised the 'eye' that can see all the nasty things people do to nature.
Ecotopia fund Facebook page before the contest.
At the end of the contents, the fan numbers were 200x higner, and the insterest was peeking, so we have decided to prolong the contest. All of this was achieved in a month and a half without the Facebook ads or sponsored stories with smart Timeline strategy and viral content creation and placement.
Somewhere around January, after only a month and a half of the contest, an impressive milestone was reached. A first million and an impressive rise of weekly reach.
This was the most shared image - with all the reposts combined it had some 350 shares meaning it saved many trees that Christmas. It was important because the goal of the project was action, along with fun and education.
The strategy a was: CROWDSOURCING, EDUCATION THROUGH CREATIVITY, FUN AND FACTS. Timeline of the page served as an inspirator ( we addressed the fans as *creative ecologists, posted #reuse links and examples, celebrated photo of the week) and we have created viral content from the pictures that were sent or joined in with posts for specific occasion.
Green demotivator examples created out of the inspiring pictures sent to the contest - they were framed, labeled with the contest badge and the catchy headline was chosen.
*This one reads- 'Because the frigde knows what you did last summer'
It says - The well of bottled water has been discovered in Serbia. The water springs out already packaged.
*Each green demotivator also invited people to join the contest, so it was used as a free media tool for the project.
A photo of the week was chosen and placed in the media, it also served as a communicatior as it invited people to join the contest.
250 photos entered the contest, and 4 were chosen in the four categories. Since there were many votes, a new category was established to award the photo that has received the most votes. Over 2000 votes, hundreads of shared messages, quality interaction with the fans resulted in a page that started with 200 people and came to 4300 fans.
