Ikgebruik.nl Promo, Case study CAN FACEBOOK HELP QUIT by Lemz

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Industry Against Drugs
Media Promo & PR, Case study
Market Netherlands
Agency Lemz
Creative Matthijs Schoo, Rogier Verbeek
Released December 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: IKGEBRUIK.NL
Product/Service: ASSISTANCE
Agency: LEMZ
Date of First Appearance: Dec 20 2010
Entrant Company: LEMZ, Amsterdam, THE NETHERLANDS
Entry URL: www.whathavewedone.nl/forikgebruik
Planner: Mark Woerde (LEMZ)
Creative: Rogier Verbeek (LEMZ)
Creative: Matthijs Schoo (LEMZ)
Account: Ellen Touray (LEMZ)
Client: Kim Oei (ikgebruik.nl)
Media placement: Social Media - Facebook - 20-12-2010

Insights, Strategy & the Idea
In december 2010 the controversial website “ikgebruik.nl” was launched. IKGEBRUIK.NL is an independent website made by drug addicts with the objective of helping each other. At the PR launch these addicts were the center of attention. When we saw the effect the positive attention had on the addicts, we came up with an idea:

Can we help addicts kick the habit by giving them a permanent stream of positive attention through a new network of online friends? Or in other words: can Facebook help addicts quit using drugs?

Creative Execution
We created a Facebook profile for Monica, a drug addict.
To make sure she has access to internet and is able to keep her Facebook profile up to date, we gave her a blackberry. We also gave her a jacket stating the message "I want to quit drugs. Become my friend on Facebook" and flyers to hand out in the streets to promote herself. As well as this we made a youtube video in which Monica introduces herself.

Results and Effectiveness
• Monica quickly gained hundreds of new friends.
• She regained contact with her sister and sons after becoming a trending
topic on Twitter and blogs worldwide.
• Monica already uses significantly less drugs.
• She’s taken the next step in her recovery program and now has a new job and an apartment of her own.