The association "Loud against Nazis" has set itself to actively oppose the far-right. Launching a campaign in the run-up to the federal elections guarantees the small NGO maximum media coverage. And – even more important – maximum impact in achieving its goals: sensitising people to the issue, contributing to opinion formation and strengthening civil society resistance – in short, advocating fundamental democratic values and freedom.

The impact of their activities solely depends on the active support of their followers. They needed a guerrilla marketing campaign to inspire as many followers as possible and win new supporters for their cause.

Our core target group consisted of the approximately 6,000 existing, loyal followers of "Loud against Nazis". The extended target group consisted of politically engaged, predominantly young voters of the left political spectrum. The aim was to create a snowball effect by generating sensational user-generated content. And we also wanted to achieve purely organic dissemination of our message.

The campaign consisted of three consecutive phases:

First, we activated our existing followers with posts on Facebook and Instagram that explained our extraordinary idea with a practical example.

We offered a downloadable digital blueprint for an "opinion platform" to those who wanted to become active themselves. Sprinkled with some birdseed, these attracted our actual, winged heroes.

Photos and videos of the platforms were uploaded at will and tagged with our unique hashtags. And for those who wanted to participate in the project strictly virtually, we provided Instagram filters that allowed everyone to shit and share digitally.

The result was a counter-movement that clearly shows how we want to deal with right-wing radicals in Germany. We achieved massive organic distribution on all channels. "Loud against Nazis" gained thousands of new supporters, fouled right-wingers' moods, and delighted countless pigeons.

On Facebook: we reached 11,407 users organically and increased interactions during the campaign by more than 26%.

On Instagram: we reached more than 115,000 accounts, expanding our reach by 260%. Interactions increased by 156%.

Great results considering we only had 6,000 followers on Instagram and a €0 media budget.