Using the influence of music festivals, ‘cool’ Instagram artists and musicians with large followings, our idea was to install large ‘blank’ posters at selected music festivals and encourage the attending youth to express their feelings in any creative manner they chose, using a new Artline Supreme markers. We used a film crew to capture content at the festivals, showing festival goers sharing drawings and scribblings. This content was then pushed live on social channels.
Over 800,000 views social content videos on Instagram over two months with 1,522,426 Facebook and Instagram Impressions combined. Artline’s Facebook Page ‘Likes’ increased by 5,305. The creative variations meant that the campaign stayed fresh and we were able to optimise versions on social throughout the campaign. Ongoing optimisations yielded a 45% incremental gain from start of campaign.
Better results than previous campaign