Grants:IdeaLab/The Wikipedia Instagram Campaign

statusFunded

Rapid Grants

The Wikipedia Instagram Campaign

This project aims to run a month-long social media campaign on instagram, which would capitalize on word-of-mouth to create awareness about Wikipedia. This Wikipedia Instagram Campaign will be Wikipedia's version of a very popular type of social media marketing strategy in Nigeria. Almost every other popular subject in Nigeria, have at one point flagged this type of campaign on social media; from tech giants, to film production houses, to musicians, and so on. The attractive thing about this campaign is, it works all the time, and it costs so little. Although, every other web company is doing or has done this, Wikipedia is sadly yet to get with the program.

targetEnglish Wikipedia

start dateMay 14

end dateJuly 31

budget (local currency)600,000 NGN

budget (USD)1,974 USD

grant typeIndividual

non-profit statusNo

grantee• Jamie Tubers

contact(s)• samoye_hotmail.com

created on19:16, 8 February 2018 (UTC)

friendly space expectations

ucc

privacystatement

Audience

Who are the people you want to introduce Wikipedia to?

Try to be as specific as possible about this group.
The Millennials and Generation-Z, which makeup over 80% of Nigerian population, as at last Census.

In what languages do they search for information, online or otherwise?

English; online

In what ways does this group communicate with each other?

This can include services and apps in social media, mailing lists, physical spaces like conferences or lectures, or at specific institutions like at a library.

• Social media; notably Instagram, Facebook, and Twitter.
• Chatting Apps; notably WhatsApp, BBM.

What are some reasons this group would use Wikipedia? How would they benefit from it, or what would they find useful?

Think about what they would be interested in reading and learning about; does Wikipedia provide better access to information this group cares about?
Many of them already read Wikipedia for their academic works, and to read on entertainment/Pop Culture topics, but they are not conscious of the platform they are reading from or how it works. This is the point where awareness comes in. Several others don't read Wikipedia at all. This campaign is aiming to improve on these problems.

Project idea

What language Wikipedia projects will you promote to new readers?

Majorly English, but we will welcome videos promoting Wikipedia in regional languages, such as Hausa, Igbo, Yoruba, etc.

How will you communicate with new readers? Will you be communicating with them online, in-person, or both?

Since this is an online campaign, new readers will be constantly engaged online. Although, we can eventually direct them to in-person meetups in their regions.

Describe your idea to engage new readers. How might it be implemented? What will you tell people about Wikipedia?

Think about the steps that might involved to make this idea happen, and what you might teach people about your experience or others' experiences using Wikipedia.

The Wikipedia Instagram campaign will be in form of a contest, which would allow for public engagement on social media. We'll first of all make a promoted ad, asking people to make a 1 minute video telling us what they love about Wikipedia / what Wikipedia has taught them / one great thing that happened because they used Wikipedia / etc. They'll do this using an agreed upon catchphrase hashtag (eg: #ILoveWikipedia, #MyWikipedia, #WikiLove, etc). These videos will be re-shared on a local centralized Wikimedia Instagram page and the highest number of likes will be winning a prize (either a small cash prize, or a gadget that can be used to access Wikipedia; like a smartphone). One thing to note about this contest is that "we" won't be telling Nigerians about Wikipedia, rather we'd let Nigerians tell other Nigerians about Wikipedia!

The good thing thing about a contest like this is that, it creates a strong pull of audience through word-of-mouth, as participants usually tag alot people to their shared videos in a voracious manner in order to win. This leads to a high number of views, and also generates a massive following for the concerned central page, which can still be used to subsequently promote Wikipedia and its sister projects after the contest is completed. Word-of-mouth has always been one of the fastest and most efficient way to get information out in Nigeria; this contest will capitalize on this strength.

How will you know if this project is successful? What are some outcomes that you can share after the project is completed?

If you’re not certain about how to respond to this question when starting your idea, you do not need to answer it right now. Campaign participants and Wikimedia Foundation staff can help you consider some options.

• If we get atleast 100 people to make and share their videos.
• If we achieved a total video view of a million.
• If we get a social media following of 10,000.

Do you think you can implement this idea? What support do you need?

Do you need people with specific skills or resources to complete this idea? Are there any financial needs for this project? Do you need advising from Wikimedia Foundation staff?
Yes, I can implement this idea. It'll be great to also have one or two people with relevant skills such as video production skills and social media management. There will also be a need for financial resources to run the contest.

Get Involved

About the idea creator

I am a founder-member of Wikimedia User Group Nigeria (WUGN), and serve as the Outreach Coordinator for the group. I have helped to organize several editing workshops and edit-a-thons in Nigeria. I have participated in and/or coordinated several Wikimedia projects, events and workshops, some of which include: Wiki Loves Africa, Wikipedia @15, Wiki Loves Nigeria, Wiki Loves Women, Wiki Loves Monuments, amongst others. I also recently founded the Ilorin Wikimedia Hub (IWH), which runs as a branch of WUGN. I am a member of the Wikipedia Marketing Committee, the team who helped to design the viral ads for Wikipedia in Nigeria. I am also part of the Ombudsman commission.

Participants

Danidamiobi (talk) 23:07, 12 February 2018 (UTC)

preciousayara(talk) 09:18, 15 February 2018 (UTC)

• Designer I have some skill about graphic design. B20180 (talk) 19:52, 1 March 2018 (UTC)

Expand your idea

Would a grant from the Wikimedia Foundation help make your idea happen? You can expand this idea into a grant proposal.

Expand into a Rapid Grant

No funding needed?

Does your idea not require funding, but you're not sure about what to do next? Not sure how to start a proposal on your local project that needs consensus? Contact Chris Schilling on-wiki at I JethroBT (WMF) (talk · contribs) or via e-mail at cschillingwikimedia.org for help!

Project plan

Activities

Possible programme

• Social media Wikipedia contest/engagement
• Wikipedia Awareness Promotion

1. What content will the contest focus on?

The contest will be a public engagement contest, which will focus on the brand awareness of Wikipedia. Like stated above, the public will be called to submit one-minute videos explaining why they love Wikipedia. These videos will be shared on a central Instagram page and users will be asked to invite their friends to like their videos, which will cause a ripple effect.

The contest will span a period of one month and winners will be announced weekly, and a grand prize winner will emerge on the fourth week.

As it has been stated already, there are several contests similar to this. The most recent ones, include the following:

• Fidelity Bank Campaign: Social media users are called to dance to an ad music of Fidelity Bank, post the videos on social media using a particular hashtag, and stand a chance to win 1 million naira.
• The Royal Hibiscus Hotel (film) publicity: Social media users are called to take a selfie with their movie tickets, post the selfies on social media, and stand a chance to win several prices, including mobile phones and shopping vouchers. This same company did a similar contest for their previous movie The Wedding Party, which went on to be the highest grossing movie of all time.
• "Wo" (Song) Campaign: Social media users are called to dance to a new music from a popular musician and stand a chance to win 1 million naira. The contest grew very popular and the "Wo" song went on to be one of the most popular song of 2017.

2. How will you let people know about the contest?

We'll building awareness for the contest mainly through Instagram ads. However, relevant information will also be shared on the Nigerian mailing list, facebook page, twitter page, etc.

During the 2018 WikiIndaba Conference, Zack McCune, will be interviewing some Africans who will tell us why they love Wikipedia. During Wikimedia Conference, contest call videos will be made. I'm hoping Victor Grigas can also help. He's been contacted on social media [still waiting for a response]. After the contest call, the filmed interviews will be posted occasionally when the contest is actively going on.

3. How will you judge the contest and award prizes?

Based on a quick survey; if we won't be giving out a cash prize of around a million, high end gadget is the next appealing prize for the demographic that the campaign is targeting.

Therefore; highest views and likes for each week (for 3 weeks) will be rewarded with standard Samsung mobile phones. The overall highest views and likes, will be rewarded with Samsung Galaxy S8+, on the fourth week.

Impact

How will you know if the project is successful and you've met your goals?

1. Number of Participants: atleast 100 people to make and share their videos.
2. Video views: A total of atleast a million views.
3. Following: social media following of 10,000.
4. Increased awareness of Wikipedia in Nigeria.

Resources

What resources do you have? Include information on who is organizing the project, what they will do, and if you will receive support from anywhere else (in-kind donations or additional funding).

Human resources:

• Jamie Tubers - Project Manager
• B20180 - Graphic Designer
• Zacharymccune - Video production
• Victorgrigas - Video production [currently very engaged, won't be able to help]
• Danidamiobi - volunteer
• preciousayara - volunteer

What resources do you need? For your funding request, list bullet points for each expense and include a total amount.

Funding of the budget ($1,974)

Budget

S/N	Item	Quantity	Unit Cost (NGN)	Total cost (NGN)	Total cost (USD)	Notes
1	Video production	-	50,000 180,000	50,000 180,000	165 591	A reserve budget, just in case there's the need to produce anything after what has been planned, or if one or two things don't go as planned.
2	Instagram Ad promotion	-	100,000	100,000	329	To promote the contest call and other posts on the central Instagram page.
3	Weekly Prizes	3	50,000	150,000	494	3 Samsung phones which will cost not more than 50,000 will be given out to weekly winners, until the final week.
4	Grand Prize	1	300,000 150,000	300,000 150,000	987 494	Samsung Galaxy S8+ will be given to the grand prize winner on the fourth week.
5	Shipping fees	4	5,000	20,000	66	Costs of shipping the gifts to the respective winners.
-	TOTAL PROJECT COST			600,000	1,974	**Forex rate used is $1 = 304.65, provided by the Central Bank of Nigeria and used by banks

Endorsements

 Support This is such an amazing idea. A campaign such as this will go viral and leave Wikipedia ringing in the mind of online users. Great. Danidamiobi (talk) 23:05, 12 February 2018 (UTC)

 Support I like the idea because it will make lasting impact in our society by increasing access to information. preciousayara(talk) 9:26, 15 February 2018 (UTC)

 Support Amazing project Mahveotm (talk) 09:01, 15 February 2018 (UTC)

 Support I think this is good project. B20180 (talk) 19:48, 1 March 2018 (UTC)