Project Overview
Duman vs. Deli was a unique social media campaign that combined e-commerce, gamification, and community engagement to support the care of animals on the METU campus. The project revolved around a friendly competition where participants could "vote" for one of two beloved campus dogs, Duman or Deli, by purchasing dedicated products on Shopier. Each purchase counted as a vote, and all proceeds directly contributed to the well-being of the campus animals.
Objective
The primary goal of this campaign was to raise funds for campus animals while increasing awareness and fostering engagement within the METU community. By incorporating competition and interactive elements, the project aimed to strengthen the emotional connection between participants and the cause.
Target Audience
Primary Audience: METU students, faculty, and alumni, as well as animal lovers within the university community.
Secondary Audience: A broader online audience interested in animal welfare and campus life.
Key Features & Gamification Elements
1. Voting Through Purchase
Participants could vote for their favorite dog by purchasing either an "I Support Duman" or "I Support Deli" product on Shopier.
Each purchase counted as one vote, allowing users to buy multiple products to increase their impact.
This gamified approach made the fundraising effort more engaging and directly tied user interaction to real-world support for the animals.
2. Real-Time Engagement
Daily Instagram Stories updates displayed the current vote standings, keeping participants invested in the competition.
Regular reminders and interactive content encouraged users to continue supporting their chosen dog throughout the campaign.
3. Emotional Connection Through Storytelling
Each dog’s story was shared through social media posts featuring photos, videos, and personal anecdotes about their lives on campus.
This storytelling element deepened the emotional connection, making participants more inclined to contribute and stay engaged.
Challenges & Solutions
1. Keeping Participants Engaged Throughout the Week
Challenge: Maintaining excitement and participation over the entire week-long competition. Solution: Daily Instagram Stories updates, including interactive polls and Q&A sessions, kept engagement levels high. Mid-week content featuring behind-the-scenes glimpses of the dogs further sustained interest.
2. Encouraging Repeat Participation
Challenge: Motivating users to contribute multiple times rather than just once. Solution: Highlighting the impact of multiple purchases and reinforcing how each vote contributed to the animals’ well-being encouraged repeat participation. Social media posts also emphasized the competition aspect, inspiring users to rally more support for their favorite dog.
Outcomes & Impact
Increased Engagement: The campaign generated high levels of social media interaction, with daily engagement rates increasing as the competition progressed.
Successful Fundraising: The competition raised significant funds for the care of campus animals, ultimately leading to Deli’s victory.
Community Building: The project fostered a sense of unity among METU students and alumni, strengthening their connection to the cause.
Takeaways
This campaign demonstrated the power of gamification and storytelling in enhancing user engagement and driving meaningful contributions. Additionally, it showcased how social media and e-commerce platforms can be effectively integrated to create a compelling, interactive fundraising experience.
