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.
With zero budget, agencies, Buutvrij, MediaMonks, WeFilm, Havas, Baas, Maak and PRSSKD partnered up to create the launch. To achieve our goal we had to build an active community while also focussing on conversion: making sure people become a paying member. The strategy we adopted was not to 'sell' the story ourselves, but rather to let the people tell the story. Resulting in ideas like doubling day where we asked 25K paid members to invite their +1 to achieve the big 50K.
Omroep ZWART grew organically from zero to a 100K followers in less than three months and we hit 50K paid memberships after 55 days. With the launch campaign, we created a stunning, diverse community that today remains one of the most active and socially active communities. The launch was the most awarded case from 2021. 💛