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Omroep ZWART

 Creative Direction 

 Strategy 

Wakker?

 

Background

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.

Ask

The first step in becoming a broadcaster is the need for 50K paid memberships.

With zero budget, agencies, Buutvrij, MediaMonks, WeFilm, Havas, Baas, Maak and PRSSKD partnered up. To achieve our goal we had to build an active community while also focussing on conversion: making sure people became a paying member.

 

Approach

The most effective way to cultivate an active community is to begin with the inner circle and let it grow from there. That's where the strategy: friends from friends came in. Resulting in ideas like doubling day where we asked 25K paid members to invite their +1 to achieve the big 50K.

 

Result

Omroep ZWART grew organically from zero to a 100K followers in less than a week and we hit 50K paid memberships after 55 days. It was through our launch campaign that we not only gathered paid members, but also gained ambassadors who still remain an active Dutch social media community today. It was the most awarded case in 2021. 

 Community building

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