We created, short, situated VINE'S where influencers put their fate in someone else’s hands. At the end of each video the message appeared “You rather decide for yourself, right?” These were spread all across social media like Facebook, Twitter, Instagram and Vine. The influencers also shared the videos with their own followers. Besides the videos we wanted to let the 18-year olds participate in the campaign. Through a Facebook App they could post fake status updates on their friend’s wall's with messages like “I just signed you up for swimming with sharks” or “Marc enlisted you for a Animal-CPR course”.

Within the target group 18-year olds (approx. 200.000) 61.793 new registrations were achieved. A response rate of 34%! 72,1% registered with a “YES”. The benchmark of YES registrations is only 61%!

On top of the registrations,184.000 engagements were realized by clicking, liking, re-tweeting, sharing or using the Facebook-App.

50.000 were comments and reactions on the content. So they didn’t just watch our content, they truly engaged with it.

Engagement per platform

• Instagram 49.405

• Twitter 35.928

• Facebook 84.037

• YouTube 13.325 (ex. video plays)

• Vine 1.305

Only 50k budget was used including buy-out influencers & production.