Memorias, Antioquia Se Cuenta
2021 Finalist

Memorias, Antioquia Se Cuenta

El Colombiano

Envigado, Colombia

Category Readership and Engagement

Overview of this campaign

The project "Memories, Antioquia is counted" had 5 objectives:
1) Participation: The call was made during the month of January 2020, taking into account previous projects we expected the participation of 80 people with 50 videos. The audiovisual documentaries had to be recorded with a cell phone and have a maximum duration of 10 minutes.
2) Positioning: With this project we wanted to turn EL COLOMBIANO into a reference means of communication in audiovisual production. Our goal was to be recognized for our work of telling stories on video, for that we wanted to have an expert jury that would select the best videos received.
3) Traffic to our website: 22,000 unique page views was the goal of this project. Also, we expected to have an average time on page of 2:09 minutes.
4) Recognition: the readers of chose the best video among the applications we received, the goal was to obtain 2,000 votes from the public.
5) Coverage: EL COLOMBIANO is a media outlet based in Antioquia, Colombia. Our region has very remote places, some without roads for vehicles. The call asked for video stories from any of the 125 municipalities in the state.

Results for this campaign

Participation: In total we received 160 videos and 250 participants. We exceeded by 320% the expectations we had with the campaign. It was necessary to hire two additional people to review each of the videos we received. In total there were more than 20 continuous hours of video. Full weeks of recording and editing of the videos by the participants.
Brand positioning: Three women, with great experience and recognition in their professional field, evaluated the 10 finalist videos. Two film directors, winners of international awards and a magister with 15 years of experience working with comunicade4s and in the construction of collective memory, evaluated the 10 finalist videos. The juries evaluated the technique used to record the video, the originality of the story, the narrative proposal, and the quality of the image and sound.
Traffic: 85,505 unique page views, which is equivalent to more than 400% of the goal we had set. This project exceeded expectations and that we had planned taking into account previous projects. The day the awards were given to the winning videos, we were a trend in social networks (Twitter), we had a permanence time of 4:23 minutes.
Recognition: 13,300 votes from the public, plus the rating of the three expert juries, chose the three winning videos. Given so much engagement that was created by knowing the winning videos, we had to hold a live ceremony to announce the winners, we had thousands of people connected in real time to meet the winners.
Coverage: This was one of the biggest surprises. Participation came from all regions of the state. Places that are difficult to reach because there are no communication routes and because the security conditions are very complex, even from those areas they sent us videos. Ricardo Amaya, director of the PAR of USAID, told us that memory must be a collective construction, in each person there is a story, a piece that can help us better understand our territory.


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