Promotion · Social
Campaign: duet / stitch with a short manifesto
Campaign brief · invite tickets + contest
1. What it is
We publish an anchor Reel of about 15 seconds with a hook line in the form “the night can be X without being Y” (or equivalent). Then we invite people to respond in duet (Instagram) or stitch (TikTok) with a short personal story on video: what changed in how you go out, dance or live music; why a morning or night of clear, safe, respectful music matters to you.
The official clip is not a long ad: it is an emotional hook and an invitation to complete the story. The community does the rest.
2. Why it works
Reach: duets and stitches are native formats. Platforms tend to reward reply chains (more watch time and new content from one video). A plain info post rarely gets the same organic spread as a format that asks for a video reply.
Participation: low barrier — no perfect production needed. Phone, honest voice and about 20–45 seconds are enough. More entries, more faces and stories.
Reputation: instead of the brand talking alone, we hand the mic to people who live the conversation daily. Less corporate tone, more listening, legitimacy and community.
3. Anchor Reel (~15 s) — structure
- 0–3 s: quick visual ID (NØRD logo or simple shot).
- 3–12 s: hook line (voice-over or to camera).
- 12–15 s: explicit invite — “Reply in duet” / “Stitch” + hashtag + deadline if applicable.
Tone: calm, safe, inviting — not preachy. Focus on what NØRD builds, not on judging other nights or other people’s choices.
4. Hook lines (pick one main line)
- “The night can be intense without being chaotic.”
- “The night can be free without being out of control.”
- “Music can be body without being excess.”
- “Dancing can be euphoria without being disconnection.”
- “The floor can be community without being pressure.”
The X without Y pattern creates resolvable tension: the audience fills it in with their own story in the duet.
5. Brief — filming the official clip
- Goal: first half of a conversation, not closing the discourse.
- Format: vertical 9:16; clear audio; captions always.
- Music: prefer clear voice on the anchor; if there is background music, use tracks with clear rights for the brand account.
- Final CTA: fixed text “Duet here” / “Stitch” + official hashtag.
6. Participation mechanics
Define and publish precisely:
- Platform: Instagram, TikTok or both (aligned hashtag).
- Action: duet with the anchor Reel or stitch from the video.
- Minimum content: your story — what changed, what you value in a music-and-body context, or why this matters to you (suggest 20–60 s).
- Required: follow the official account, use the #challenge hashtag, tag @nord (or final handle) per platform.
- Prize: number of tickets in the draw, event date, whether the prize is named or transferable, entry deadline.
If 5 tickets are by invite and 5 by contest, state clearly that this challenge only competes for the contest spots.
7. Winner selection and transparency
- Public criteria (example): message clarity (40%), respectful authenticity (40%), creativity (20%).
- Jury: 2–3 people (team + community voice).
- Announcement: date and time; DM contact and ID check if needed.
State that the promotion is not sponsored, administered or endorsed by Meta or TikTok, as usually required.
8. Content rights (UGC)
In the rules or post, clarify:
- Whether entries may be reposted on official stories or Reels and for how long.
- That the participant declares original content and rights to image and voice of anyone shown.
9. Suggested calendar (example, 7 days)
| Day | Action |
|---|---|
| D−7 | Stories teaser: “Something about the night we want to hear from you.” |
| D−5 | Publish anchor Reel + pinned post with short rules. |
| D−3 | Repost 2–3 strong duets (with permission) as social proof. |
| D−1 | Deadline reminder; team duets with the anchor (welcome). |
| D0 | Close; jury in 24–48 h; announce winners. |
10. Useful metrics
- Unique duets/stitches with the hashtag or linked to the anchor.
- Reach and shares of anchor Reel vs. account average.
- New followers in the window (among other signals).
- Saves.
- Bio link clicks during the window, if applicable.
11. Risks and mitigation
| Risk | Mitigation |
|---|---|
| Preachy tone | Script review; focus on what we offer, not judging other spaces. |
| Low participation | First duet from the official account; partners at launch. |
| Inappropriate content | Clear rules; moderation when reposting; no hate or medical misinformation. |
| Music rights | Voice-first anchor; guidance to participants on audio in reposts. |
| Prize expectations | Clarify what the ticket includes and excludes (e.g. travel). |
12. Pre-launch checklist
- Hook line approved and aligned with NØRD.
- Anchor Reel with captions and readable final CTA.
- Unique, searchable hashtag.
- Rules text, deadline, prize and platform non-endorsement clause.
- Selection criteria and announcement date.
- Repost plan (with permission) and moderation owner.
- Welcome duet recorded by the team.
Operations questions: info@nord.hot