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Mach was!

Anniversary campaign for “frechverlag”

When creativity takes off.

Objective & goal

“TOPP turns 60. Is there anything we can do?”

Insights

The world thinks more ecologically and is more critical of uncurbed consumption than ever before. As a result of this change, the DIY trend emerged, which makes it clear that everyone can be creative and create things by themselves.

The ideas

Under the motto “Make something” ("Mach was"), we call on the German Do-It-Yourself-community to make the world a better and prettier place with their very own ideas.

The implementation

Are you even a DIY person? And if so, what type are you? The “Mach-Was-Typ-Test” will tell you: Mrs. Wool, the Decoration Magician, or maybe even a Baking Fairy. The test opens the door for the campaign and generates leads directly for the “Mach was” (Make something) app – the campaign’s central creative hub. With the app, DIY enthusiasts can upload their creative works and ideas and get inspiration. This is how it works: When uploading an idea, the user receives information on where to shop the materials. For those who need inspiration first, a code is generated with which one can unlock up to 50 creative-instructions. Added engagement factor: Users can collect likes for their uploads. For every 10 likes they get to unlock an additional creative-instruction. In order to generate reach for the campaign, we use bloggers as multipliers. How do we win them over? With the “guerrilla suitcase”, which contains DIY utensils and calls on bloggers to fight against boredom. Result: around 50 bloggers joined the movement.

Media

  • APP
  • POINT-OF-SALE
  • PR
  • ONLINE
  • OUT-OF-HOME

This is how it works: When uploading an idea, the user receives information on where to shop the materials. For those who need inspiration first, a code is generated with which one can unlock up to 50 creative-instructions. Added engagement factor: Users can collect likes for their uploads. For every 10 likes they get to unlock an additional creative-instruction.

The highlight is the “MACH WAS BUNTES – Das ultimative Kreativbuch”, the creative book that was launched by frechverlag as part of the campaign.

The result

Looking at the down- and upload numbers, it’s obvious: The message “Make something” was clearly heard. In addition, the creative book “MACH WAS BUNTES” enjoyed great popularity and soon became the bible of the DIY community – all by itself. Self-starters and crafters turned the campaign into a huge success by letting creativity take off. Just do it yourself.

22.500+

Uploaded pictures

393.000Likes

for the uploaded content.

9.838App-Downloads

after 6 months.

Interested?

Bold ideas are like bold people: they remain engraved in people’s minds. Are you bold enough for bold ideas?

GET IN TOUCH WITH US

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