Marketing / Online advertising / Social Media
“Masters of Excuses, or I’m Not Going!” — online contest
- Client
- Rekopol Organizacja Odzysku Opakowań SA
- Category
- Content marketing, Google Ads, Social Ads
About the project
Online contest with a one-of-a-kind prize
We run social media for our client Rekopol Organizacja Odzysku Opakowań SA. They asked us to support an educational campaign promoting proper waste sorting — this time aimed at people who are not interested in ecology.
We proposed an online contest with a unique prize. The contest and the prize were first and foremost meant to entertain, with environmental education happening along the way.
Scope of work
- Contest concept
- Game scenario
- Online campaign
- Creative materials incl. video ads
- Contest landing page
- Concept and design of a game on the LP
- Contest management
- Reporting
Goals
- Promote waste sorting to a broad audience
- High engagement in the contest
- Raise awareness and positive perception of the brand, also in a CSR context
- Drive traffic to the contest site
Challenges
- A broad, diverse target group
- Reaching people uninterested in ecology and recycling
- Strong competition from other contests and lotteries at the time
Strategy
- A creative online contest with an attractive, unique prize
- An engaging, simple web game on the contest page as an extra incentive
- A wide online campaign with audience segmentation and tailored messages
- Partnering with credible influencers who naturally encouraged participation
Execution
- Social media: Facebook, Instagram, TikTok
- Google Ads: search, display, YouTube
- 15+ influencers of various reach, incl. MACRO influencers (600K+)
Results
Online contest with a one-of-a-kind prize
- ~10M
- ad impressions
- +300%
- more contest entries than the client expected
- +37%
- visits to the corporate website
Execution
Gallery
