What If Facebook Existed 100 Years Ago During World War One?

DDB Paris came up with an innovative online campaign for the Museum of the Great War in Meaux, France. They created a Facebook page that gives a first-person narrative of a character named Leon Vivien, a 29 year old school teacher drafted into the French military during World War One. Torn away from his pregnant wife he shares his experiences on this page thereby educating followers about the events of WW1.

10 months of posts were uploaded for the launch followed by 2 months of live posts, everyday. Images and resources from the Museum were used to add a visual dimension to Leon’s experiences. In the end people were invited to learn more about the millions of soldiers like Leon who endured WW1.

The campaign results were equally impressive: Over 50,000 followers within the first 2 weeks, 3 million euros worth of earned media and a 45% increase in museum visitors.