PROCESS
Idea:
The show focused on contemporary issues faced by the young people and featured role models, musicians and inspiring personalities who advocate a positive change. Our objective was to create a buzz about the show in digital media so that more young people resonate with and watch the show on TV and on our Youtube channel.
Execution:
Given this was Projonmo Agami’s first digital campaign, effective audience engagement was the first step. We targeted specifically youth aged 18-30 year old, driving traffic to Projonmo Agami’s YouTube channel from Facebook (organic & paid), Twitter and Google display network.
We started off with sharing static posts on social media using click to action organic posts and ads (on Facebook) to drive traffic to our YouTube channel. We posted show promos and clips to entice the audience initially. Eventually, after looking at the view through rates and traffic conversions on YouTube, we started posting full shows on our Facebook page (in segments) – Resulting in exponential increase in views of our show (we also posted the videos on YouTube).
Our community management team kept driving conversations on our Facebook page – Getting youth opinions on relevant subjects. We did not stop there. Seeing the overwhelming response we got from youth across Bangladesh, we decided to take this campaign to a new level: We invited the youth to join us for a gala event to celebrate creativity and progress. The event was attended by 2,000+ youth in BICC, Dhaka.
We created a landing page where audience could sign up to attend our event “Celebrating Projonmo Agami”. We promoted the landing page with Facebook ads. Landing page displayed list of speakers, venue, registration and all event details. Visitors could also browse through and watch all our YouTube videos on the microsite.
As part of influencing strategy, success stories of inspiring youth icons were featured on our digital channels. We managed 16 youth icons from diverse backgrounds to inspire young people every week. All guests and influencers shared our promotional contents and shows with their communities – helping Projonmo Agami reach new audiences every week. Some of the featured personalities were:
- Preema Nazia Andaleeb
- Shykh Seraj
- Naveed Mahbub
- Ayman Sadiq
- Salman Muqtadir
- Minar Rahman
- G. Sumdany Don
The main challenge was getting people out of Facebook and into participating in a campaign that has no material incentive in return upon participation. This was overcome just through the sheer power of stories of youth icons used as content and targeting the right audience.