How do you create awareness using social media channels that no longer interest the target group?

In the past, many of the redirects came through Facebook advertising, but young teens are no longer active Facebook users. Other forms of social media do not achieve the same reach in Denmark, 

so this campaign focused on communicating with teenagers’ parents. Using humor and two movies as the key drivers, we generated increased awareness and interest in Blivomdeler.dk.

How do you create awareness using social media channels that no longer interest the target group?

In the past, many of the redirects came through Facebook advertising, but young teens are no longer active Facebook users. Other forms of social media do not achieve the same reach in Denmark, so this campaign focused on communicating with teenagers’ parents. Using humor and two movies as the key drivers, we generated increased awareness and interest in Blivomdeler.dk.

Goals

  • To increase brand awareness amongst the parents

  • To increase the number of applicants on blivomdeler.dk

  • To increase visitors on blivomdeler.dk

Results

  • Topics generated are 15.6% cheaper than in previous campaigns

  • The number of applicants who indicate “Parents” in our media choices has increased from an average of 56 to 83 per week – an increase of 48%

     

  • The percentage of applicants under the age of 18 has gone from an average of 64% in the same period last year to 67% in the period the campaign has run this year

  • 49% increase in the number of fires compared to last year in the same period. COV% on fire searches has also increased by 8.4%

     

  • The CPA on digital media procurement has decreased by 7.3% compared to last year

Lars Ingildsen

Head of Marketing, FK

“We chose WeThink, as from the outset they understood how humor should be used to solve the task, ensuring our campaign concerning deliverer jobs was equally appealing to both parents and their teenage children.”

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