USAID Central Asia COVID Campaign

Central Asia Campaign

‘The Last Frontier’

Region: Kazakhstan, Kyrgyzstan, Turkmenistan, Uzbekistan, Tajikistan

Client:
USAID Competitiveness, Trade, and Jobs Project in Central Asia, implemented by DAI

Brief:
Stakeholders in Central Asian Tourism share a personal message: They want to show adventure- and travel-hungry people their beloved country. In a very personal address (video in selfie-style), they express a rousing pre-scripted invitation, which leads to 5 landing pages with inspirational travel stories and a call to action.

Project:
Under our expert guidance, the 10 stakeholders ﬁlmed a semi-scripted 30 second scripted message. In total we created 10 x 4 languages (NL, EN, DE, ES) = 40 videos. Plus two campaigns on Instagram and Facebook.

Team:
Marco Barneveld           Creative Director, strategy & copywriting
Frits Meyst                      Photography & Art Direction
Josiah Holwick                Video editing
Silvia Pisce                      Production
Dirk Wijnand de Jong    Kyrgyzstan Story
Nicole Smoot                  Tajikistan Story
Mikel Ibarrola                 Kazakhstan Story
Joost Smets                     Turkmenistan Story
Sebastiaan Bedaux Uzbekistan Story
Javier Gonzalez              Translator & Publisher Spanish
Malte Clavin                   Translator & Publisher German

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Strategy:

Use social amplification combined with stellar storytelling to get the highest ROI.
Create enticing video messages by stakeholders. Create landing pages in a WideOyster Magazine Central Asia Special edition full of inspirational stories. Embed the videos in these stories including CTA. Amplify the videos on social media, targeted the desired target group.
Direct the ad clicks to the landing page.

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Content:

5 longread feature stories + Editorial
10 videos of 30 seconds
4 languages

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Amplification:

40 Social Media ads to targeted audiences in German, English, Spanish and Dutch
5 Mailing to 152.715 newsletter subscribers

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Results:

WideOyster Magazine (Jan 2021 – Feb 2021)
– Av. time in magazine: 2.32m
– Emails sent: 764.094
– Unique reads of story: 695.380

Social Media
– Reach: 2.001.404
– Total clicks: 68.918
– Av. cost per click: $0,034

“WideOyster team’s combination of marketing skill, content creation and dynamic web-design was paramount in developing interesting travel content that will successfully influence the target audience’s online booking behavior and will lead to an excellent visitor-experience for readers. CTJ looks forward to many other opportunities to work together with WideOyster in the future.”