Estonian Reform Party: "Make your own election!"
- Global Internet Marketing Competition W3: Golden medal in “political viral” category
- Global Internet Marketing Competition: Silver medal in “great results campaign” category
- Bronze Egg 2010
- Silver from Estonian Internet 2010
Project overview
An entertaining Internet campaign for the Estonian Reform Party which achieved excellent results through the use of viral marketing resources alone.
View project video
Web site: valimind.eu
Project values:
- The solution was distributed to just 3 people at 2:00 pm on 8 May 2009. By 19 February 2010, 69,508 personal clips had been made.
- Please note: No advertising was carried out for the solution! All results have been achieved using viral marketing.
- Visitors can upload their picture, enter their name, select a cheery campaign slogan and send this to their friends.
- The clips are publicly available through a Google search.
Goals set by the client
- A humorous and entertaining campaign designed to generate positive feeling and spread the message about the European Parliament elections.
Front page
Adding a picture
Scene from election advertisement
View project videoResults
Campaign start date: 8 May 2009
As of 19 February 2010:
| Clips made: | 69 508 |
| Unique views: | 143 000 |
| Total number of views: | 590 000 |
The effect is long-term: the website is still getting an average of 500 hits a day.
Client’s assessment
The campaign has exceeded all of our expectations. The results speak for themselves. It started out with just three people, who then passed it on to their friends. We didn’t do anything else to boost numbers. Our media costs were zero, and within a couple of weeks we had almost 100,000 unique visitors. This showed to us that a good, well-thought-through idea, implemented properly, could save a lot of money. We succeeded in boosting the visibility of our ‘brand’ (both the party and its politicians) by involving and entertaining people. It’s not exactly your everyday toolbox – WEB 2.0, humour and politics.
A number of parties were involved in the project. Kontuur provided the creativity, Catapult the humour and excellent film work, and MRM the flawless technical side of the campaign. We can only hope to repeat such successes, since our cooperation proved to be well worth it.
Annika Arras
Campaign Manager, Estonian Reform Party