Ads and games were successful in exposing initial information for the audienceThese ads were more appealing to those aged 25-34, who according to our baseline survey, were not fully aware of the presidential nomination threshold rule. They are also the ones who tend to disagree with the statement that “the fewer presidential candidates, the better”. It's worth noting that political-themed ads will only be served by Meta platform to internet users aged 21 and above.
In total, the campaign reached 1,910,432 people. Of all the individuals reached, the number of game players on the site who completed and received the message about the problematic electoral threshold was 28,723 unique users.
Meanwhile, the total views of the game's end-screen were 42,440 views, meaning that some players retried the game and read the electoral threshold issue more than once.
The right plan can make a campaign more cost-effectiveThe campaign, which ran for 63 days, reached out to ordinary people outside the activism echo chamber in a very short time. The total cost incurred to carry out the campaign on social media was IDR 50 million and generated 28,723 total players. Thus, the cost of exposing the electoral threshold problem in 63 days is Rp 1,752 per person.
We can compare this to the cost of 1 to 2 webinars per month with an assumed average cost of around IDR 8,000,000. One webinar can reach 100 to 300 participants per webinar so the cost of the message per person is around Rp20,000 - Rp160,000.
Another thing to keep in mind is that the 100 to 300 people who want to take part in this webinar are people who basically already have an interest in the issues discussed, not a new audience. So it can be concluded that webinars have not been able to break the echo chamber.
At the end of the day, while we can push our message through paid advertising and influencers, the users who stick around to the end are the result of a game concept that intrigues them. This is the C4C way of running campaigns: a creative approach that moves away from topics that the campaign target already cares about or "meet people where they are”, which we achieve through process:
- Start by investing in a baseline survey to identify your audience.
- Resist the urge to directly “educate” the layperson on issues, but try to find a way in through topics that already concern or interest them.
Then use paid advertising with the right creative approach to pursue more cost-effective results to penetrate the echo chamber. Details about this campaign cost comparison can be read in
our article.
If you also believe that creative persuasion is one of the ways to drive issues, then we are ready to help you. Schedule a free 1-hour consultation by clicking the contact button below and let's discuss how to get started.