CHALLENGE
The Government of the Republic of Lithuania, while implementing the project celebrating the 150th anniversary of M. K. Čiurlionis’ birth, faced the challenge of disseminating information about various events, activities, and the project itself. The project’s scope was extensive—from concerts and exhibitions to educational initiatives—requiring communication that could reach diverse audiences. Special attention was given to ensuring the message reached not only the cultural community but also residents in the regions and young people. The main campaign goal was to introduce the event series to as broad a Lithuanian audience as possible across Facebook, Instagram, and YouTube.
ACTIONS
In response to these challenges, we developed an advertising strategy leveraging two main digital advertising platforms—Meta and Google Ads. This approach ensured coverage across both social media and search channels, reaching a diverse audience. The primary objectives were to increase awareness, drive engagement, and direct traffic to the project content.
To achieve these goals, we distributed a variety of content: static visuals, videos, and carousels, allowing the story to be told consistently and attractively. We also implemented audience segmentation, ensuring that the most relevant formats were shown to different age groups.
RESULTS
The distinctive visuals and professionally produced videos not only helped achieve the set objectives but also strengthened the emotional connection with the audience. On Meta platforms, the campaign reached over one-third of all users in Lithuania, with traffic and engagement significantly exceeding initial projections. Results on YouTube also surpassed expectations—KPIs were exceeded twofold, particularly in terms of views and retention rates. The campaign was highly successful, ensuring that information about Čiurlionis’ 150th anniversary and related activities reached a broad public audience, while significantly increasing the project’s visibility both nationally and internationally.
