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Curators of Sweden

basics
Industry: Transport & Tourism
Media:Promotion & Event
Market:Sweden
Language:English
Style: Minimalism
descriptioncnen
情节
SUMMARY:
The Swedish Institute and Visit Sweden set out to change the world’s perception of Sweden and reachtravelers that want to visit the country, becoming the first country in the world to let go of an official communication channel and hand its national twitter account over to its citizens. Every week, someone else is @sweden, ruler of the world’s most democratic twitter account. Week by week, tweet by tweet, a new picture of Sweden emerges.

The challenge was to develop an idea powerful enough to spread organically and globally without a given media budget and to create real interaction with people globally.

Concretely, that meant tripling the reaction rate of mentions and re-tweets per tweet, doubling the number of followers and generating 1 million US$ worth of earned media - ten times the investment.

Twitter was chosen because it has become a beacon of transparency and freedom of speech. With its affinity to journalists, its disregard of physical borders and the ability for real-time interaction it was the perfect medium to prove Sweden’s progressiveness.

The first weekly curators were carefully chosen to show the country’s diversity, but also to prove to the audience that this account is not censored. The sitting curators and the general public were then invited to nominate future curators

Results exceeded all expectations. After only four weeks, the number of followers had doubled and currently the account has over 65,000 followers in more than 120 countries and is still growing. The reaction rate went up from 40% to 348%, far higher than anticipated. So far, the project has inspired more than 50 countries, cities and groups of interest to openly copy it. And in the 13 countries monitored, the equivalent PR value after the first 6 months added up to a staggering 40 million US$.
credit
Brand:
Agency:
Other credit:Others/Credit: Klaus Hahn
Advertising Manager: Frida Roberts
awards
Golden Award of Montreux 2013
Gold Medal Digital Interactive
Non Profit Organisation/Public Administrations
London International Advertising Awards 2012
Gold Digital
The NEW
London International Advertising Awards 2012
Gold Innovation
The NEW
London International Advertising Awards 2012
Bronze Digital
Use of Social Media
London International Advertising Awards 2012
Bronze Innovation
Use of Social Media
ADC*E 2012
Gold Digital
Any Other
EACA Euro Effies 2012
Gold Small Budget
Small Budget
EPICA (Europe's Premier Creative Awards) 2012
Bronze (Finalist) Media Usage & Branded Content
Social Networks
EPICA (Europe's Premier Creative Awards) 2012
Bronze (Finalist) Media Usage & Branded Content
Media Innovation - Alternative Media
Eurobest - The European Advertising Festival 2012
Gold Interactive
Viral Marketing and Email Advertisng, E-Cards etc
Eurobest - The European Advertising Festival 2012
Gold Interactive
Best Use of Social Media
Eurobest - The European Advertising Festival 2012
Gold Media
Viral Marketing and Email Advertisng, E-Cards etc
Eurobest - The European Advertising Festival 2012
Gold Media
Best Use of Social Media
Eurobest - The European Advertising Festival 2012
Gold PR
Viral Marketing and Email Advertisng, E-Cards etc
Eurobest - The European Advertising Festival 2012
Gold PR
Best Use of Social Media
Eurobest - The European Advertising Festival 2012
Silver Interactive
Best Use of Social Media Marketing
Eurobest - The European Advertising Festival 2012
Silver Media
Best Use of Social Media Marketing
Eurobest - The European Advertising Festival 2012
Silver PR
Best Use of Social Media Marketing
Meribel Ad Festival - Central Europe Cristal Awards 2012
Cristal Digital & Mobile
Viral Mechanism
The Cresta Awards 2012
Winner Interactive
Digital
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