Campaign details

Brand: Cairo University
Brand owner: Cairo University
Lead agency: Cairo University
Country: Egypt
Industries: Educational, universities
Media channels: Online video, Social media
Budget: Up to 500k

Executive summary

Influejenga is a social campaign that combined marketing and academia to create awareness among social media followers of the negative effects of social media influencers.

Created by a group of students from the Faculty of Mass Communication (English Section), Cairo University, the campaign identified the current state of followers through consumer research, and the effects of influencers on followers through combining a model created by the campaign with Schwartz's PVQ model to create a unique research model. Taking the research into consideration, Influejenga had a clear objective of educating social media followers about the effect of their interactions, as those interactions (like, share, comment, etc.) create the influencers and spread their content. Instead of talking down to followers, as children needing education, the campaign addressed them as being the true influencers, as they are the ones with power.