How do you engage online communities by creating ‘sticky’ content on issues impacting customers?
Opera wanted to leverage youth month (June) in South Africa by launching a #YouthOnline campaign. The country’s young people were asked to share what they thought were the most pressing issues facing the nation, along with respective solutions, via Opera’s Twitter account (@Opera) and South African Facebook page, utilising #YouthOnline.
The aim was to spark social conversations to drive awareness and encourage active citizenship.
Opera’s “Campaign not Complain” initiative began with a scripted video featuring Opera’s existing youth ambassadors, calling on South Africa’s youth to contribute their thoughts and opinions via social media.
Instinctif facilitated the video recording session and prepared content for Opera’s social platforms, prompting active participation in the campaign.
A blog outlining the call to action was distributed to the media. We also helped raise awareness for Opera and its ambassadors with media interviews.
From a social media perspective, the target audience of youth shared a range of issues and possible solutions. Posts achieved an organic, online reach in excess of 200,000. Twitter posts achieved incredibly high engagement rates of over 16%.
The feedback was translated into an infographic for use on a number of Opera’s own platforms, setting the foundation for future youth interactions on the responsible use and benefits of the internet, as well as the creation of a physical youth charter.
Overall, the campaign resulted in media interviews across regional and national broadcast platforms, as well as online publicity. Interviews were held on prominent youth stations including, UJfm and also on South Africa’s second largest vernacular station, Umhlobo Wenene. These discussions reached an audience of more than 6.5 million people.