
0
reached through DOOH
0
recognised Arla as the brand behind the campaign
0
of target audience reached through social media
0
social media engagement rate
Challenge
Arla wanted to strengthen their position as a local brand that truly cares about their cows.
However, it’s not enough to just say that Arla is the “farmer’s own” dairy, consisting of farmers all over Sweden. Arla needed to show some proof. So how could they prove local relevance whilst increasing reach at the same time? The answer: a media strategy reflecting Arla’s local presence with kosläppet as the catalyst.
Kosläppet is an annual event in the springtime when the farmers release their cows to pasture. It is highly appreciated and an opportunity for the consumers to really experience - and even taste - what the “farmer’s own” dairy is all about.
Solution
In order to give even more people the opportunity to take part in a kosläpp, we used innovative media solutions in combination with broad reach media to create a comprehensive media campaign.
120 adverts in local dailies invited local residents in each town to the kosläpp nearest to them. A Facebook event invited a broad audience to take part in the first ever Facebook Live-broadcasted kosläpp. And through digital out of home we also took kosläppet all the way to the city centre on screens both above and below ground.
To wrap it up, once all the cows had been released, we created a TVC showing all the joyfully jumping cows with Arla wishing all Swedes a happy summer.
Result
68% of all 18-64 year olds observed the campaign.
74% agreed with the claim ‘Arlas cares about their cows’ wellbeing.’
82% of those reached recognised that Arla was the brand behind the message.
6000+ watched the Facebook Live-broadcasted kosläpp - the live stream post reached 1.4M people organically.
The campaign earned a 4% social media engagement rate.
And, of course, over 170,000 people visited the kosläpp.
Walibi Belgium and dentsu (re)launch the Kondaa
3 million reach for free? Mix classic media & branded content… then shake it!
After suffering two difficult years between COVID & massive flooding forcing to close the...
Intergamma: Data Driven Indexable Faceted Navigation URLs
All of Intergamma’s product lister pages contain the option to filter on a specific brand or product type in the facet navigation. Selecting a filter resulted in a URL with complex parameters. T...
iMonitor: Ad Quality Checker for Paid Social Campaigns
Sending potential customers to dead landing pages is a horror scenario. Money down the drain… iMonitor ensures paid social advertisements quality and automatically verifies clients' websites ava...
iScraper - Digital Demands Automation
In an everchanging world of innovation. The search for automation becomes the only solution to excellence.
iActivate Express: Campaign Automation for small & mid-si...
Sola needs to show search ads for products that are in stock (DUH!). Based on proprietary iActivate Express-tool, we set-up a PPC account quickly. The scalable set-up allows the advertiser to up...
Albert Heijn: Data-driven DOOH campaign resulted in a new...
Albert Heijn used mobile data to gain insights into where and when reach specific customer sales segments. These insights were gathered and translated into a highly relevant, data-driven DOOH ca...
Blue Band: Small act of kindness
Blue Band supports families with growing up kids, also in times of Covid-19. We proved this by small act of kindness in a perfect fit with brand domain. #Kidsbakingforkids, create special moment...
UNO playground object fights against loneliness
Posterscope created the UNO ‘Let’s play along’ playground for primary schools to fight loneliness among children and to raise awareness for this underexposed problem. It helps connect lonely chi...
Crisp, the online marketplace
Crisp is the online marketplace for everyone who wants better everyday food. Crisp is on a mission to make better food available for the many. Crisp focuses on super fresh and seasonal food, dir...
Albert Heijn Christmas 2019: Consistency and focus
How a strong focus has led to the highest daily turnover in the history of Albert Heijn.
iProspect: Tele2
Snapchat is the channel to make selfies. Tele2 wants to magnify this behavior and celebrate it exuberantly, to show the whole of the Netherlands that you can get unlimited unlimited selfies with...
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Cubanisto Chatbot
Unxpctd conversations with Cubanisto : for some, websites are not relevant anymore. Chat with Cubanisto’s friendly and dynamic Facebook bot to get the latest on parties, playlists and more.
Vizeum: ASN Bank
Based on this insight, an umbrella strategy has been chosen to popularize sustainable banking: making ASN Bank more attractive and more accessible for a broader group.
Snelwegsprookjes
Children are increasingly looking to screens for entertainment in car journeys, so how can we use technology to stimulate children’s imagination while traveling?
For Volkswag...
Carat, The Story Lab, Amnet: Durex
Durex wants to connect with young people through locally developed content and convince them of the importance of safe sex in order to stimulate condom use. Only, safe sex is not a sexy topic. S...
ACHTUNG! mcgarrybowen: Volkswagen
How can we improve the perception of the brand value ‘innovation’ by showcasing all innovation in the newest generation Volkswagen, but without losing the human character that Volkswagen has est...
KLM: iProspect
iProspect and KLM Royal Dutch Airlines are digital partners since 2011. Since then, the activities have grown to 73 markets in 25 different languages. The partnership between
Carat, The Story Lab, iProspect: Microsoft
Carat was asked by Microsoft to introduce Surface Book in the Netherlands. Overall goal of the campaign was to increase awareness and purchase intent for this new laptop, that should lead to a m...