The English language has become so influential over the years that Bulgarians often incorporate it into their everyday communication. While English words can be helpful, overreliance on them can cause people to forget the native Bulgarian words that already exist.

Execution

We created the first crossword in which the clues are English loanwords, encouraging people to test their Bulgarian knowledge and remind them to use Bulgarian words more often.

The crossword microsite was launched on the Day of the National Revival Leaders, a public holiday that honours the intellectuals, writers and educators who play an important part in Bulgaria’s history.

Оver the course of one week, three different crosswords were uploaded. Each puzzle provided an engaging challenge, offering participants the opportunity to win a gift card from Ozone as a reward for their efforts.

Social media

A series of posts and stories on Ozone’s Facebook and Instagram social media profiles urged users to solve the crosswords and reminded them when a new one was uploaded.

Results

In just a week, the crossword delivered outstanding results:

Over 13,000 users visited the crossword microsite.
76% engagement rate
7,664 organic social reach
8,10 min average user engagement time
2,710 subscribed to the newsletter