[Case Study] The Human Experiment

I was recently in the Philippines on business and gave myself a challenge for the trip:

“What would happen if I put my money where my blog is, and ran a 2 week Connection Economy experiment?”

The Human Experiment: Constraints

The idea was to create a temporary social media account to be used only for the duration of my travel that forced me to (among other things):

What would happen if I could figure out a way to do all of this, starting from scratch, for just 14 days?

The Human Experiment: Creative

Seeing that I was going to be spending my time in Manila, I was looking for an idea that would be related to that city. Over a coffee, a friend made a dad joke about Manila Folders… and so this became the spark that would turn into the theme (and name) for the account!

This conversation also reminded me of two Creative Directors who had been instagramming using a blackboard about HowFarFromHome they had been travelling, so I figured I could somehow use a Manila Folder in each photo hopefully in a way that would interest followers.

With that I left Melbourne heading to Manila with a Sharpie, a daypack full of Manila Folders and a fresh, new @manilafolders Instagram account.

But I had no idea what photos I would take or what stories I would tell…

 

Manila Folders on Instagram

The Human Experiment: Quantitative Results

The Results?

Fast forward 14 days, and the quantity and quality of people I met purely from @manilafolders has completely stunned me.

Firstly, for the numbers people, here’s a summary of the quantitative performance of the human experiment on Instagram:

How good is this engagement rate?

According to Social Bakers, the average engagement rate for brands on social media in 2014 was 0.65% (and given the recent organic algorithm adjustments presumably less in 2015), with zero ad spend this short human experiment represented a greater than 530% improvement on the average.

Quantitative Results? Win.

The Human Experiment: Qualitative Results

Over and above fantastic numbers, I was even more pleased about the incredible human connections made during my short stay with some highlights including:

The Human Experiment: Learnings & Surprises

On top of the incredible connections I made, above, on further reflection here are some takeaways I would pass on for anyone considering doing their own human experiment:

“I love blood. I can tell the difference between fresh blood and stale blood” In 2007, B’ley Villones, @blogalag, started blogging about food as a hobby while working in a finance company. Years later, she is arguably Manila’s foremost foodie authority on social media. Her latest venture, @manilaeatup, is a new project shared with a food stylist friend, whose goal is to showcase, support and bring together rising local food talent. “The Manila foodie scene has transformed so quickly. Years ago there would only really be a new foodie venue opening once every few months or so. Today, there’s a new place to try opening every day. To keep up, venues have to change their menus every 3 months.” Despite her love for grilled Blood Skewers (Coagulated, gelatinous Chicken Blood disguised as street food), her secret comfort food is @Jollibee (Filipino McDonalds) Chicken Joys. She is inspired by @Time food photographer, @HeleneDujardin. #foodie #legazpi #makati #philippines #gridwashere #everydayphilippines #everydayasia #immersionjournals #travelwritings #itsmorefuninthephilippines #manila #manilafolders

A photo posted by Manila Folders (@manilafolders) on

 

 

 

 

 

The Experiment: Conclusion

While on the plane home, I read the in-flight magazine which had an article about the ‘new’ Manila. Lo and behold, and without me using my Lonely Planet, I had ‘accidentally’ been to pretty much 90% of the ‘secret’ local places that were recommended. Even better, because of this human experiment, I had connected with the people behind those places, who I can now count as friends. Lastly, the feel good factor was confirmed by the outstanding numbers generated in this short human experiment.

From my perspective, this human experiment been a big (& fun) win – both qualitatively and quantitatively – and has already seeded new ideas for us to pursue in both our own marketing and those of our clients. 

Where else have you seen great, *human*, marketing? We’d love to hear who you follow and why!

“Manila Folders is closing” 14 Days. Dozens of new friends. 1 new home away from home. Can’t believe this whirlwind trip to Manila is drawing to a close. Before I even arrived I had a sense that this trip wasn’t going to be about sightseeing as much as it was about connecting with the people behind the scenes. I’m still shocked that I was lucky enough to meet so many fantastic locals in such a short period of time – barely half of them are featured within these folders. So it’s with sadness that I say thank you and goodbye to @aspacemanila, @natashabautista, @saguijobar, @giolevy, @rennell, @davidbonifacio, @71gramercy, @gianndimple, @laruanglalacki, @thecurator_, @dogcatmouserat, @mickriego, @manilaeatup, @stripedshirt, @yardstick, @kerwinwepee and so many more! I’m closing these folders (for now) but will sign off with a few panorama memories (check them properly by looking at the @manilafolders account as ‘grid view’ on Instagram!) Salamat! #makati #legazpi #legaspi #manila #palawan #puerto #puertoprincesa #immersionjournals #gridwashere #travelwritings #everydayasia #everydayphilippines #philippines #itsmorefuninthephilippines #manilafolders

A photo posted by Manila Folders (@manilafolders) on

No Comments

Chris C
June 23, 2015 9:41 am

Great post – especially great to see emphasis put on the results of this which were away from the platform, such as the lunches, coffee tips etc

Adam Sugihto
June 23, 2015 12:34 pm

Thanks for the kind words Chris – yes, it was a very rewarding experiment in every way 🙂

Leave a Reply