In celebration of Vyshyvanka Day this year, Ukrainian mobile phone operator Kyivstar set up a unique Facebook social campaign to engage its own employees. Since it's common for many people to dress up in the traditional Ukrainian attire around this day, Kyivstar set up a platform where people could design their own vyshyvankas online.
As a result, Kyivstar was successful in getting 90% of its employees to participate in making their own virtual garment. After completing a garment, it was possible to share the creations on social media. The best garments were not only seen by many online, but the top creators were rewarded with an actual handcrafted vyshyvanka in the design that they created through the digital platform.
Digitized Tradition Campaigns
Kyivstar's Facebook Social Campaign Celebrates Vyshyvanka Day
Trend Themes
1. Digital-traditional Collaboration - The success of Kyivstar's Facebook social campaign highlights the trend of leveraging digital platforms to engage employees in traditional practices.
2. Virtual Apparel Design - The campaign showcases the trend of using online platforms to enable users to design and share virtual garments, offering opportunities for fashion and technology industries to collaborate.
3. Rewarding User-generated Content - Kyivstar's campaign exemplifies the trend of recognizing and rewarding the top creators of user-generated content, presenting opportunities for brands to incentivize online participation.
Industry Implications
1. Telecommunications - The success of Kyivstar's campaign suggests potential innovation opportunities for telecommunications companies to create engaging digital campaigns that connect employees and customers.
2. Fashion - The virtual garment design aspect of the campaign indicates potential disruption and innovation opportunities for fashion brands to explore digital customization and virtual try-on experiences.
3. Social Media - Kyivstar's use of social media in the campaign highlights the potential for social media platforms to further support and amplify user-generated content campaigns with reward systems.