Awards & Recognititon: Cannes Lions, Clio, Eurobest, Golden Drum, Effie, Ad Age/Creativity Editor’s Pick
“POLARIZATION OF SOCIETIES IS ONE OF THE TOP RISKS OF THE DECADE. THIS IS INTENSIFIED BY FILTER BUBBLES.”
WORLD ECONOMIC FORUM, GLOBAL RISKS REPORT
Internet algorithms limit sharing. They show us only the views and opinions we already agreed with. This is called a Filter Bubble. Or Echo Chamber. The effect is polarization and intolerance. This is especially true for millennials, whose opinions are often formed via social media. As a brand that believes in “sharing” Telekom could help audiences see each other’s perspectives.
Using the data from YouTube and Facebook demographics, Google search patterns and Facebook interests, we identified vloggers with audiences that had the least in common, in terms of consumed content, likes, interests, and opinions. And we created the Vloggers’ Swap. This time the algorithms worked to bring the opposites together, instead of polarizing them.
Vloggers’ Swap received extensive coverage in the media.
BUT, THE RESULT THAT PROVES THE CAMPAIGN’S LONG-TERM IMPACT IS THAT OVER HALF A MILLION OF THE AUDIENCE STARTED FOLLOWING THE VLOGGERS OF OPPOSING VIEWS.
FURTHER IMPACT ON THE POP CULTURE:
During the campaign, one of the vloggers, Rengle competed in the #1 TV show of the country: Romania’s Got Talent. With the help of Vloggers’ Swap, he received a huge support from the online community and won the show. He became the first openly gay celebrity in one of the most conservative countries in Europe.