The Netherlands shares over 200 nationalities. Yet, we don't have a national broadcaster who embraces, sees and hears all these people. Omroep ZWART was about to change the narrative by sharing all perspectives. The first step in becoming a broadcaster is the need for 50K paid memberships.
We partnered with agency partners: Buutvrij, MediaMonks, WeFilm, Havas, Baas, Maak and PRSSKD to create the launch. I had the privilege to be part of this journey and create the social strategy, copy, and art direction of all social content. To achieve our goal we had to build an active community while also focussing on conversion: making sure people become a paying member. Our strategy was to stay close to the people and do exactly the thing that nobody has done before; make them feel seen and heard.
Omroep ZWART grew organically from zero to a 100K followers in less than three months and 50K paid memberships after 55 days. The launch campaign resulted in a stunning, diverse community. 💛 Honoured about the many awards that followed.