Our challenge was to spark a conversation about this topic among the digital generation. Campaigns’ defined objectives were Reach & Engagement.
Our target audience - millennials - want nothing to do with thick, boring history books, they prefer to get information shortly, from their devices. So, we decided to transform the "unspoken" past from historical books into an easy-to-follow digital archive on Facebook.
We created 10 public Facebook profiles of key historical figures, posted stories from the past daily and reconstructed the most important historical events and broadcasted them via Facebook live. POV video technique, backdated posts, First-person narrative storytelling, character interaction with each other and with the audience, altogether formed the perception of traveling through the past.
Our way of “history-telling” encouraged millennials to start discussions about their country's first democracy. One-month-long posting became the hottest topic among youngsters in Georgian Social media.
As a result, we virally reached 1.5 million unique users in Georgia, therefore 90% of our target audience, earned 1 Million video views and more than 1,2 Million Engagements (likes,shares, comments) in total. Apart from social media, the campaign got covered in all Georgian TV channels and online publications.
