Local DIY community goes online
DIY, or do-it-yourself, is one of the most popular winter
search categories on the internet and a movement that never loses strength. A
whopping 96% of Croats have at least once tried a DIY project, be it repair,
re-design or creation from the scratch. Due to the fact that the active members
of the movement are scattered through different groups, forums and magazines,
there is no doubt that it is finally time for Croatia to get a central online
location for DIY projects and practical advice.
Our task was to create an online content platform for Iskon's consumers in order to increase conversions and brand awareness.
Generation Y = Generation DIY
Millenials are the main reason for the growth of "do it yourself" sector. They love to connect technology, creativity, entrepreneurship, and sharing projects online their favorite way of expression. We created a domestic online community whose primary goal is to bring together DIY enthusiasts, hobbyist, workshop leaders, self-taught masters, bloggers, but also professionals who gladly share their guidance and practical advice with those looking for instruction and inspiration.
Iskonstrukcije are currently operating in five categories: Technology, Children, Cooking, Outdoors and Indoors. With hand-drawn illustrations and animations, we wanted to get closer to the community of people who love handmade and to breathe in the spirit of creativity and community in the appearance and behavior of the web. Interface elements came alive with techniques of animated films.
Created in Iskon, Iskonstrukcije are the new direction of sponsorship strategy of this telecom operator, which will also come to life in the offline world next year, as well as on TV through the special channel Iskonstrukcije.TV.
The spectrum of interests of Iskon users, existing and potential, goes beyond internet and television. We wanted to further facilitate their everyday life, make it more innovative and creative. The platform was created on the model of global sites WikiHow and Instructables, in cooperation with the agency DRAP. Iskonstrukcije is however somewhat different from a portal. It’s a community that needs to be won over, animated and retained on the platform. We look forward to all the collaborations and acquaintances that Iskonstrukcije will bring.
Saša Kramar, CEO, Iskon
In the first three months, the portal had 78,000 visits and over 400 uploaded tutorials. Web site was presented in a series of interviews and reports in the media and the total value of free media releases amounted to 960,000 kuna.
Finale in Branded Content Campaign