As for the success of the campaign and from zero media spend, the estimated earned media was in excess of €245,000.
With our earned media support, we reached 6.1 million Hungarian unique users – which equals the number of the country’s adult population – within 48 hours. On top of this, the only remaining independent TV channel, RTL Klub, also joined the campaign and produced an exclusive TV program on the campaign.
The retargeting display campaign reached 44% of the country’s adult population, with an above average viewability of 82+%. Thanks to our retargeting, the Budapest Pride site had 2,875% more visitors in February than in the month prior.
In total, the campaign cost us a few phone calls, 42 candles, and the cost of printing the standees. €500 in total. The press and influencers were not paid, and everyone joined voluntarily and free of charge.
The total budget, including agency work, was €2,600. With no media spend, our earned media was approximately €245,000 – a staggering 79:1 ROI.