As youtubers weren't so well known before, all of them wanted to become famous. That's why we started searching for the best one. Their fans are really dedicated and do what ever it takes to help their favourite. So we hoped, that they encourage youtubers to take part on our contest. The keywords for succes had to be youtubers vanity and fans dedication.

Youtubers had to create a short video about our mobile APP and jury picked the best ones + fans picked their favourite. The focus point was the awards gala/ media event where, that brought firs time ever so many youtuberst together. Thanks to all that we got a lot of free publicity on social media and traditional media.

Stage 1) We invited youtubers to participate. Campaign video and landing page were launched on FB, YT. We asked fans to tag their favourite youtuber + shared personal invitation videos with some of the most famous youtubers + press release went out. Discussion started. First video was uploded with only one day. We supported campaign with regular posts on FB, but didn't use any ads.

Stage 2) We encourage people to vote and fas went nuts. They shared their favourite videos and begged for votes. Media began to reflect our campaign. Even our prime minister tweeted about his favourite.

Stage 3) Awards/media event at the cinema. Entertaining red carpet event with media, photographers, videos on the big screen etc. wide media coverage + vlogs and posts in popular youtubers channels. By amplifying intensive media campaign we managed to raise the app downloads among the older segment, 20+ aswell.

Timeline 01.08.16-18.09.16

3 times more active mobile bank users among target grout, than we managed to get with previous traditional media campaign, that costed 4 times more. ROI 12 times higher.

The winning video is one of the most viewed YT videos. We got a lot of Swedbank related content. Videos made by youtubers were viewed more than half a million times (theres 1,6 million people in Estonia). Even now people send us messages about how awesome this campaign was and that they really like what we have done in our Socialmedia channels since then. After many years our bank was chosen as the most attractive employer among youngsters in Estonia. There was a record number (151) of candidates for the one position of our social media intern. The number of our social media followers grew 20%.