#nomaksāt Case study

This campaign was created for Latvian Ministry of Finance in order to increase awareness and discussions about paying taxes among young people in Latvia, showing tax payment as a positive and honorable duty. The main challenge was to explain importance of tax system and manifestations of the shadow economy in the most efficient and engaging way for those, who are not active taxpayers yet.
The main target audience was reached by using influencers, in this case - the most popular rap singers “Olas” , who wrote a song #pay (Latvian: #nomaksāt) and became the faces of the campaign.

In the result, after the implementation of strategy and media plan, 2500 users of social media filled the “taxes payer test”, they quoted the song, published pictures of the outdoor advertisement and selfies in T-shirts with campaign logo. All the leading media informed about the messages of the campaign.
3 month after the beginning of the campaign, the song #nomaksāt has 572 464 views on YouTube. Hashtag #nomaksāt has reached 99 081 Twitter accounts, impressions - 322 437. Even more, people began using #nomaksāt, when speaking in social media about taxes.

Additional information:
#OlsenLV