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K's Galleries - Eva Stories
19/08/2019
Advertising Agency
Tel Aviv-Yafo, Israel
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It’s been almost 80 years since the Holocaust happened. So how do you pick the interest of 13-30 year olds who’ve had enough of hearing about the Holocaust, feel it has nothing to do with them and reconnect them with its memory and its teachings and the importance of remember the history? You use the medium closest to them - Instagram STORIES - to retell the story in a dynamic, relevant and innovative way.

The Story of Eva is such an initiative. Based on the life of Eva Heyman, a 13-year-old Jewish Hungarian girl who wrote a diary documenting the hardships of the Second World War over a period of three months – from the time the Nazis invaded her hometown right up to her deportation to the concentration camps 3 months later where she died.

We transformed her diary into a first time ever “Instagram stories film” and retold her story on a dedicated Instagram account in a first-person style, portraying what life under Nazi occupation would have been like if youngsters then had had a mobile phone. So doing we effectively created an innovative, original, revolutionary and unique documentary style that has never been used before to commemorate the Holocaust.

 

Our aim:

• Raise awareness of the memory of the Holocaust among youth

• Spur young people to follow Eva's page on Instagram

• Get young people to watch the videos uploaded to Eva’s Instagram Stories on Holocaust Remembrance Day

 

So two weeks before Holocaust Remembrance Day (May 1-2) – we teased the public with billboards calling on them to follow Eva’s page. The only image on the billboard was of a hand holding up a mobile phone near a barbed wire fence and a Follow@Eva.Stories CTA. Discussion around the topic flared up immediately as the press caught on and debated the appropriateness of the medium for such a serious topic.


Next we flooded social media and recruited hundreds of opinion leaders, celebrities and influencers to share and invite their followers to follow Eva’s page – and posted a video trailer on Eva's page two days before Holocaust Remembrance Day. Views shot up instantly as it garnered over 4.5 million views, 3.5 million interactions, 20,000 comments and 360,000 shares. (https://youtu.be/tJecRvcVlZI)


Then on May 1st, Holocaust Remembrance Day, we went live at exactly 4 PM  and over a period of 24 hours we uploaded 220 Instagram stories to Eva’s Instagram page as “stories”. The last story airing on May 2nd, just as Holocaust Remembrance Day ended.

 

The Results

A first-of-its-kind use of Instagram Stories!

We successfully created a Holocaust memorial for the smartphone generation.

 

• Reach: Coverage in 89 countries

· Massive press coverage: items on over 1,000 news&content websites including ALL major global news channels: CNN, BBC, Washington Post, The New York Times, New York Post’ Reuters, the sun, Daily Mirror, The Gaurdian, El Mundo, and many more…

· Massive public support inc: Prime Minister Benjamin Netanyahu, White House, state of Israel, IDF, Gal Gadot, Bar Refaeli

· Biggest influencers activity in the history of Israel

· Google: 200 million search results and #3 trending topic on Google Trends on that day.

· Wikipedia Fanbased page was created by users.

· 1.7 million followers to @eva.stories page at Instagram

• Over 330 million views on Instagram Stories

• 10 million interactions per week

• 10 million visits to Eva's page

• 40% of the followers were between the ages of 13-24

• The countries with the most followers: Israel, USA, Russia, Germany and Brazil

• The peak number of viewers during the closing scene - 1.4 million people

• 230,000 people sent Eva last words and their love during the last scene

• On average, 1 million people viewed each video

 

We are confident this initiative successfully reignited the discourse around the Holocaust and will contribute to perpetuating its learnings for many generations to come.

Because if we are not learn from history – we are doomed to repeat it.

 

 

 

 

 

 

 

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