The ProjectAt the beginning the aim was to produce an emotional video to promote Bulgaria in Germany. Steve Hänisch from Back-Packer.org and Havas Media Bulgaria used the chance to also implement a Social Media campaign with the Hashtag #erlebeBulgarien.The project is funded by the European Commission "Operational Program for Regional Development" and the state budget of the Republic of Bulgaria.
Reach & Engagement (only Social Media!)To measure the success of the #erlebeBulgarien campaign all channels mentioned below have been analyzed weekly and absolutely for the timespan of 2 months (24.01.2014 – 24.03.2014). I focussed on the reach as an indicator for the audience that actually observed the content (views, plays) and on the engagement which stands for the interaction of readers with the content (e.g. likes, comments etc.).Twitter: Reach 415.000 / Engagement 87.000Instagram: Reach 208.028 / Engagement 8.187Facebook: Reach 95.705 / Engagement 10.046YouTube: Plays 8.304 / Engagement 147Total Reach: 727.037Total Engagement: 105.380
Marketing VideoThe promotional video has been filmed and produced by Steve Hänisch with support of Havas Media Bulgaria. Within the first 7 days after publishing it got more than 25.000 views on Facebook and YouTube - the feedback has been overwhelming.
- The Video has been promoted also on Facebook where people shared it and commented on it:
- = "great idea and sympathetic production :) Thumbs up!"
- = "Wow, very good job!"
- = "well done - I like the usage of the contrasts"
- = "I have to admit that your Bulgaria Travel Video is by far the best I've seen since I moved here 6 years ago! Chapeu!"