Zlatiborac Grilled Stories Digital Activation


Since its establishment in 1992, Zlatiborac stands on solid foundations – high-quality products that are made at the crossroad of tradition, nature, and innovation. Today, Zlatiborac is recognizable for its taste and quality of more than 25 products, including dried and smoked meat and other products. For the Serbian leader in the manufacturing of traditional smoked meat delicacies, we have ideated, designed and implemented International Workers' Day Digital Activation named Zlatiborac #GrilledStories using Instagram Story as a tool for users creative inspirational content.


The goal of digital activation was in the generation of user-generated content which was named #GrilledStories. This type of engaging content was consisted out of user photos and videos which were decorated with .gifs, stickers, and emoticons close to grilling in nature, friendship, May Day celebration, #GrilledStories and official @zlatiboracsrb brand tagging. Users had to create a story with friends out of different formats and elements and share it in their Instagram Story and thus create mini May Day before the 1st of May. For a limited time period of five days and limited location targeting for paid advertising, we have successfully managed to incentivize relevant target group on both Facebook and Instagram, resulting in a great number of creative user-generated content.


total campaign impressions


campaign unique reach


campaign engagement


Instagram profile visits in 5 days

38 UGC

in five days


new Instagram followers


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