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Tjasa Kolenc Filipcic: Let's Clean the Mountains

Slide deck from the IABC EMENA Region board webinar held on December 8. Gold Quill Winner Tjasa Kolenc Filipcic presented how she won.

Just imagine what winning an international acclaimed award would mean for you, for your team, for your career? Even the process of entering has many significant benefits, as it takes you through the steps of your communications effort.

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Tjasa Kolenc Filipcic: Let's Clean the Mountains

  1. 1. LET’S CLEAN OUR MOUNTAINS AND HILLS 2013 (4TH SEASON) Tjaša Kolenc Filipčič, Marketing director webinar 2015
  2. 2. Campaign background • Zavarovalnica Triglav is named after the highest mountain in Slovenia, Triglav, and has maintained a close connection with mountains throughout its 115-year tradition. • The key message of the campaign is: “Let’s clean up our mountains and hills by bringing back not only pleasant memories but also our waste. Spread the word!” • The main part of the campaign is about placing biodegradable waste bags at mountain lodges and huts to which mountain trails lead and where mountaineering trips begin. • Social responsibility is one of the four corporate values and part of the strategic policy of the insurance company. • The „Let’s Clean the Mountains” Facebook page has become the largest mountain protection community in Slovenia and the largest online social responsibility initiative community ever established by a company within Slovenia. • In four seasons, we have provided bags to 60 mountain lodges and huts (20 huts in 2013). We have distributed more than 100,000 biodegradable bags – hikers have brought back 20 tonnes of waste in bags alone (4 tonnes in 2013). webinar 2015 2
  3. 3. Social networks: Spreading the idea via social networks • In 2013, the fourth season, we set ourselves the objective of creating a close-knit online community of active socially responsible users who would co- create content and spread awareness about the importance of preserving the cleanliness of mountains. • We expanded our social network activities from Facebook to Twitter, Instagram and Pinterest. • The core messages of the campaign, i.e. cleaning, raising awareness and safety, were spread through all the networks. We successfully interconnected the online communities through the website webinar 2015 3
  4. 4. The target group on social networks We reached out to : 1. Nature and mountain lovers as well as Facebook, Twitter, Instagram and Pinterest users who have yet to join the “Let’s Clean the Mountains” Internet community: These include environmentally-conscious mountain lovers and recreational hikers who require additional information and encouragement to participate in the campaign and to visit mountains. 2. Active hikers who are already members of the “Let’s Clean the Mountains” group: These individuals have in-depth knowledge about mountaineering and hiking and are potential content generators. This segment of followers actively participates and creates content on the “Let’s Clean the Mountains” social networks: they publish photographs, participate in discussions; their members like to show their achievements and share knowledge. 3. Active users of other social networks (Twitter, Pinterest and Instagram) who also love nature and mountains. webinar 2015 4
  5. 5. The target group on social networks webinar 2015 5 Who are those three groups? People who enjoy hiking; the active population but with a wide age range: • Mountaineers: individuals of all ages who climb mountains very often; it is part of their lifestyle; they hike alone or in the company of other mountaineers – offline influencers/gurus. • Families: they go hiking with (small) children. • Older couples and individuals without children. What do they have in common? Love and responsibility towards nature!
  6. 6. Communication channels webinar 2015 6 PRIMARY COMMUNICATION CHANNEL • The Facebook page SECONDARY COMMUNICATION CHANNELS •The Twitter profile • The Instagram profile • The Pinterest profile • The website The Facebook page and website became interconnected hubs providing information on the campaign, educational content and other functional and interactive elements.
  7. 7. Facebook webinar 2015 7 • We published mountain challenges of the week (e.g.: “Which lake is in the picture?”, 12 June 2013). • Invitations to events. • Encouraging users to publish photographs.
  8. 8. Facebook – prize competition webinar 2015 8 • The prize competition “Up ... to the top” took place between 10 and 31 July 2013. The competition was held every Wednesday. • The main prize was hiking insurance. • It served to entertain as well as educate. • The results of the prize competition: reach: 23,952; engaged users: 1,685; likes: 306; comments: 20; shares: 20; players: 841; participants in the prize competition: 693. The prize competition: Up…to the top.
  9. 9. Twitter webinar 2015 9
  10. 10. Pinterest webinar 2015 10 TOP PINS Mountain etiquette; Mountain wildlife; Mountain plant life; Up and around; Mountain huts; On the water surface; The young in the mountains.
  11. 11. Instagram webinar 2015 11 The community publishes photographs tagged with #ocistimogore and #očistimogore. A total of 300 photographs were published in 2013. The photographs were favourited 12,365 times and had 1,590 comments altogether at the conclusion of the season.
  12. 12. Website webinar 2015 12 Maintenance and updates of content: • About the campaign, mountain etiquette, relevant news on the website joined together in one category, a mountain album, a virtual mountain booklet, mobile applications. • In 2013, visitors to the website spent 3 minutes on the website and viewed 3.4 pages on average. Welcome mountain and nature lovers!
  13. 13. Goals and objectives: 1 April 2013 to 31 October 2013 Managing the social networks and online media in a uniform manner to:  realise social responsibility as one of the four core values of Zavarovalnica Triglav and  create an online community of people willing to actively participate in the protection of the natural environment of Slovenian mountains. To motivate users to co-create socially responsible content and actively participate in the campaign. The greatest challenge: expanding our community of nature and mountain lovers, who will realise the principles of the campaign 13webinar 2015
  14. 14. Goals and objectives 1. To gain at least 5,000 new fans on Facebook who would support the campaign and follow updates by providing high-quality, interactive content and special content specifically targeted towards them. 2. To increase the engagement of users on the Facebook page in comparison with the same period in the previous year. To achieve at least 5-percent engagement. byproviding interesting and interactive content. 3. To successfully set up a Twitter profile and gain at least 100 followers. by providing interesting content. 4. To successfully set up an Instagram profile and gain at least 100 followers. Concrete numerical objectives for the period of 1 April 2013–31 October 2013: 14webinar 2015
  15. 15. Results Result: The objective was exceeded, as we gained 8,904 new likes, constituting an increase of over 44%. On 31 October 2012, the Facebook page had 20,475 likes. On 31 October 2013, it had 29,553 likes. Objective 1: Increasing the number of likes on Facebook between 1 April 2013 and 31 October 2013 by 5,000 or approx. 25% (24.4%) in comparison with the same period in the previous year. 15webinar 2015 20,475 29,553 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 2012 2013
  16. 16. Results Result: The objective was exceeded, as average engagement was at 5.3%. We achieved a 76-percent increase in engagement compared to 2012. Objective 2: Increasing the engagement* of users on the Facebook page in comparison with the same period in the previous year. At least 5-percent engagement on average. 16webinar 2015 Engagement % Apr 13 4.9% May 13 4.7% Jun 13 4.4% Jul 13 5.5% Aug 13 6.2% Sep 13 5.5% Oct 13 5.7% Season 2013 5.3% *Formula: Lifetime Engaged Users/Lifetime Post Total Reach. It must be taken into account that the campaign is inactive during winter, i.e. from the end of October to the beginning of April. There is also no communication via social media or the website during this period (apart from occasional messages).
  17. 17. Results Result: The objective was achieved. At the beginning of April 2013, we set up an “Let’s Clean the Mountains” Twitter profile. We gained 104 followers by 31 October 2013. Objective 3: Successfully setting up a Twitter profile and gaining at least 100 followers between 1 April 2013 and 31 October 2013. 17webinar 2015
  18. 18. Results Result: The objective was exceeded. At the beginning of April 2013, we set up an “Let’s Clean the Mountains” Instagram profile. We gained 181 followers by 31 October 2013. Other users tagged their photographs with the #očistimogore (#letscleanmountains) tag as well. A total of 300 photographs were tagged by 31 October 2013. Objective 4: Successfully setting up an “Let’s Clean the Mountains” Instagram profile and gaining at least 100 followers between 1 April 2013 and 31 October 2013. 18webinar 2015 Other results: - number of followers 181 - photographs published 70 - favourites 1,899 - number of comments 46 Photos tagged with #očistimogore or #ocistimogore: - photos 300 - favourites 12,365 - comments 1,590
  19. 19. Why did we apply? • To expand our knowledge in strategic thinking, planning. • To prove to ourselves and to the organization that we are on the right and effective way in terms of communication. • To set a good example to others and inspire them to apply other projects.
  20. 20. What caused us the most trouble during the application? • A clear enough definition of our goals and target groups. • Linking results with organizational goals.
  21. 21. What this reward means to us? • This reward represents both a challenge and an incentive for an even greater performance and higher goals, as well as a conformation that we are on a right track. webinar 2015 21