Brand site was used as the main gateway for sending ROM branded funny video cheers, using a video tutorial and a video kit. The video templates were available on the brand site, and people could upload pictures with dear ones living abroad, reminding them about good-old-times when they were together. The videos could be shared on social networks too, and the gallery of personalized video was also available on the site.

Branded Video tutorial was seeded through Youtube, and drew people on the site and on brand’s Facebook page. People started to generate new views and participations from their online peers, starting the snowball effect. Consequently, the project drew local media attention, and during 1st of December, the whole campaign was hosted by a major TV news channel. The debates stirred people’s attention and drove more people to the site to join the cause. International news houses also noticed the campaign, and made it available for the public abroad too.

We started with a campaign manifesto that invited Romanians living in Romania to visit www.intoarceteRomane.ro, the dedicated ROM branded microsite that helped them convince their friends (living abroad) to come back by creating an emotional video. We gave them even a chance to start over here with the aid of Reviro, a local NGO with the mission of finding jobs for Romanians who consider returning here. We assembled video templates which could be personalized by people, using top internet sensations, animals & landscapes, in which Rom brand provides Romanians again “strong sensations”.

Romanians were taken by storm by the campaign. ROM’s fans actions on Facebook brought more than 1 million people reached, which led to an organic increase of 33% for the owned website traffic. The total media value was 3 times the media budget and the campaign achieved 10 times the estimated total reach. ROM managed a stunning performance of engaging its fan base 40 times more than the chocolate bars category and 80 times more than its main competitor Snickers, during the peak season - December, with only a non-TV media investment with almost insignificant costs in the category.