‘let’s get real’ on social media

the challenge

KEAN, one of the leading Cypriot brands in juices and soft drinks, has long been active on social media, amassing a substantial number of followers. For its latest CSR campaign, KEAN decided to dive deeper into the world of social media to understand how it is used and what the consequences are, in order to raise awareness on the issue and generate an engaging dialogue with audiences aged between 18-35.

The challenge for Action was to build a campaign based on original facts about social media usage by young Cypriots. Specifically, since social media is part of everyone’s daily life, the campaign needed to raise awareness about the less favourable aspects of online life without sounding didactic, and by resonating with target audiences.

the insightful research

One of the most important aspects of a successful CSR campaign is credibility. To achieve this, KEAN built the campaign around first-hand insights by conducting “Let’s Get Real with KEAN: The Research,” in collaboration with the University of Nicosia. 1000 Cypriots, men and women aged 18-35, answered questions focused on five distinct topics: general social media habits, filters, the importance of likes, social comparison, and online harassment. The results of the research were eye-opening and, at times, thought-provoking. Based on these findings, KEAN took action.

The Let’s Get Real Conference

The “Let’s Get Real with KEAN” campaign kicked off with the official presentation of the research findings to media representatives, government officials, academics, and members of the Youth Board of Cyprus. The first presentation took place at the St Raphael Resort in Limassol and was followed by a second one addressed to students at the Cyprus University of Technology in Limassol. Both presentations generated great interest and lively discussions on the topic of social media use. Then it was time to “get real” on social media.

the campaign

The campaign on social media was introduced through a video informing users that it was time to be honest about their activities online, with their honesty being rewarded.

Instagram contest

To generate online awareness about the research findings and get people to engage with content that would make them rethink their social media habits, we launched an Instagram contest. To enter, users had to comment on a series of questions posed through short reels regarding the research topics. Their answers entered them into a draw to win a trip to Droushia, along with three friends, for a night of offline fun and games presented by popular content creators and radio producers Theos Blue and Nicolas Ioannides.

Instagram content

To boost awareness and drive participation, Action Cyprus created several Instagram posts and stories presenting some of the most striking research findings. At the end of the contest, Action posted a carousel featuring tips on how to be more real on social media and make it a safer, happier place for everyone.

Let’s Get Real Fun & Games Night

The campaign culminated in a night organised to remind contest winners that ”real’ fun happens offline.