If you’ve noticed squat videos appear before you on social media, don’t worry, your friends aren’t out of their mind. Namely, we present you a PR and influencer campaign called “30 seconds for children” witch we executed for the “Btonic” brand. The campaign idea was created by the company employees, and we were in charge to “spread the word” about this valuable action.
“Btonic” produces food supplements and they wanted to promote a healthy lifestyle in Croatia by creating a squat challenge. They asked citizens to publish videos on social media no longer than 30 seconds, with the hashtag #30sekzadjecu and #btonichrvatska, in which one squat was worth 1 kuna. Depending on how many squats were made in the 30-second video that was the equivalent on how much money that person donated for children’s hospitals in Vinkovci and Šibenik.
Then pitched and released the story on Enter FM, Extra FM, Gold FM, TV stations such as Slavonska TV, TV Sibenik, TV Vinkovci and others. The campaign was also highlighted by major media such as Jutarnji list, Vecernji list, 100posto.hr, journal.hr, dalmatinskiportal.hr, she.hr, 24 sata, poslovnidnevnik.hr and others.
Campaign result? 900,000 impressions and 20,000 HRK collected for our little ones. 625 squat videos have been submitted along the coast, via Zagreb to Slavonia. The humanitarian challenge was also welcomed by 200 cadets filming their squats altogether for the ones in need which, needless to say, made our whole team cry. The snowball effect continued as the “Btonic” company started to gain organic media attention and interview invitations.