From the very beginning of the project, it was clear that standard posts alone would not be enough for this campaign. Since the core objective was to drive action, the campaign was built around Instagram Story series with active links – a format that allows followers to be quickly and clearly directed to the petition signing page.

Speed and efficiency were essential, so within this campaign, less focus was placed on visual perfection. Instead, the communication relied on a personal connection to the topic and emotional depth. Influencers shared childhood archive photos, meaningful life moments, visually expressed present-day anxiety, and patriotic symbols.

The campaign was implemented in two waves. During the first wave, which lasted five days, 9 influencers generated 47 pieces of content. The second wave amplified the results and reached new audience segments. Collaborating with creators once again confirmed the relevance of this campaign to society – evidenced by the fact that some influencers published content pro bono or created more content than initially agreed.

The “4 Percent” campaign stood out in a way that is quite rare for social initiatives – the audience responded, took action, and proved that civic engagement in our country is alive and highly active. The message delivered through influencers resulted in 62 pieces of authentic content, generating over 1.7 million views. The campaign’s biggest achievement was nearly 10,000 link clicks – an exceptionally strong result for this type of social initiative.

The results spoke for themselves: during the first wave, a 5.23% CTR exceeded the market average by as much as 3.5 times. Such a high click-through rate confirmed the relevance of the message and validated the initiative’s core idea – that a united society can have a real impact when addressing strategic national security issues.

The “4 Percent” campaign also gained recognition among industry professionals, earning 2nd place in the “Influencer Communication” category at the PR Impact Awards.