case study: campaign for visitsweden...powerpoint-präsentation author: melanie fischer created...
TRANSCRIPT
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PANORAMA3000 | 2012 / 2013
Case study:
Campaign for VisitSweden
“GoStockholmGöteborg”
GoStockholmGöteborg
Approach
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VisitSweden is the communication company for Swedish experiences and destinations, and for the Sweden brand abroad. Its purpose is to strengthen the brand of Sweden as a destination from a common image of Sweden, and to increase the number of international visits and export value.
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The client
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Strengthen the positive image of Gothenburg and Stockholm as modern metropolises with an online campaign.
• address target group DINKS (Double Income No Kids) in Berlin
• generate high reach within the target group
• increase city trips to both destinations
• preserve balance between both cities through all our activities
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The objective
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• Relevant topics for Berlin DINKS are culture, music, arts, fashion, design, photography, and architecture
• Stockholm & Gothenburg are advanced in style and therefore especially appeal to the target group in Berlin (as well stylish, but not that much)
• Trips to both destinations promise inspiring impulses and an advance in knowledge
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The insights
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• Promote the “advance in culture” of both cities
• Involve opinion leaders, especially travel bloggers in Berlin
• Build up an online community interested in travelling to Gothenburg and Stockholm
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The strategy
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The execution
Brand development tumblr blog
Community
Target group
Events & Trips
Content produktion
Bloggers
GoStockholmGöteborg
The Brand
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The Brand: GoStockholmGöteborg
Modern
Puristic
Urban
Informative
Inspirational Emotional
Easygoing
Fresh
Eye-catching
Look & Feel
The Brand: GoStockholmGöteborg Look & Feel
GoStockholmGöteborg
The Platforms
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The Platforms The tumblr blog
URL: gostockholmgoeteborg.de
Why tumblr?
• Due to its visual focus
• Popular blog format
• Easy way to interact with
followers and share content
• Articles covering relevant topics, suggesting events or places in both cities
• Geocoding of articles with Google Maps in order to create a digital travel guide
• Sweepstakes with special Swedish incentives
• Interview format „Top 5“ where Swedish artists list their top five locations in either Stockholm or Gothenburg
• Direct booking link to travel platform opodo.de
The Platforms What did we do on the blog?
The Platforms GoStockholmGöteborg on vimeo
The Platforms GoStockholmGöteborg on flickr
GoStockholmGöteborg
The Content
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Blog Content
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Involving Swedish personalities via Top 5 series
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Blog Content
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Spotlight on Swedish Music & Lifestyle
Blog Content Specials
Blog Content Additional value
Blog Content Timeline 2012
Les Mads Xmas
Competition
March April May June July August September October November December
Fika Söndag
iGNANT goes Stockholm
Klassresa – Bloggertrip to Stockholm and
Gothenburg
Blog Setup Elisabeth Rank: Trip to
Stockholm
Special: Berlin Festival
Kick-Off Dinner
ThisIsJaneWayne Competition: Winner Trip to Gothenburg
finding berlin goes Stockholm
Midsommar: Photo Booth
GoStockholmGöteborg
Activities: Events & Trips
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Activities: Events & Trips Dinner Event – First Get-Togehter of Influencers
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Objectives:
• establish and strengthen contacts to multipliers
• generate valuable content
• precisely reach the Berlin target group and audience
Klassresa Blogger-Trip to Stockholm und Gothenburg
Approach:
• Press trip as special “live” experience
• program covering most impressive spots for the travelers and target group
• Platform to spread the word about both cities as perfect travel destination
• Shout Out to the blogosphere to apply for a spot on the Klassresa traveler list
• In addition to the 8 well-known bloggers and 2 media contacts, we looked for 2 other lifestyle bloggers who could join the trip by telling us why they should be one of the lucky ones to be part of the journey
• via blog post on their own blog
• Lots of people applied and we’ve collected 15 suitable submissions to chose the winners from
Klassresa Blogger-Contest via Facebook-App
Klassresa Well-known German influencers blogging for GoStockholmGoeteborg
Klassresa The influencers …
Zu erstellen
Klassresa #goGBG (pictures taken by bloggers)
Klassresa #goSTHLM (pictures taken by bloggers)
• Cooperation with Berlin based event team Nordic by Nature based on their Midsommar event 2012
• Interaction with Sweden fans via photo booth action and possibility to find the photographs online after the event
Midsommar Photo Booth
Various Berlin bloggers traveled to Stockholm & Gothenburg to discover and capture the experience with stories, lots of fantastic photographs or videos
Further Blogger Trips Stockholm und Gothenburg
As recap with an high impact and added value, we created a photo book with the renowned designer team of Hort. Included were photos and quotes from the blogs who visited Stockholm & Gothenburg throughout the year.
Year Roundup The photo booth
The Event
We organized an event at a popular location as perfect platform to introduce the book and moreover, to broaden the reach within the target group with focus on Stockholm and Gothenburg.
At the same time, it was a great opportunity to inform the people about the blog and all other happenings throughout the year.
Year Roundup Fika Söndag
PR Activities
To spread the word about the event, we created a digital invitation and a signup form to contact relevant media contacts in Berlin to announce the event.
Moreover, the involved bloggers wrote articles about the event, their adventures in Gothenburg and Stockholm and announced raffles to win one of the few exclusive books.
In addition, we did blog prior to and after the event.
Year Roundup Fika Söndag
GoStockholmGöteborg
Results
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When the blog started to gain more attention within the target group, the interactions increased and more and more reblogs or likes could be observed. Moreover, various people took the opportunity to get in touch with us to ask for location recommendations or other relevant travel topics.
Blog Results
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1700 Followers
>400 Articles 1000 daily visitors
As part of all running campaigns in 2012 the interaction of social media channels– Facebook, Twitter as well as tumblr blog – and the combined activities amongst all other channels, a remarkable increase of fan base could be achieved.
Progress on Facebook since start of all activities in March 2012
Social Media Development
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Throughout the year we were able to accumulate millions of impressions and page visits with associated blogs. Moreover numerous photos and articles have been reblogged.
PR Results
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Feedback
Within only nine months the campaign „GoStockholmGöteborg“ managed to build up a growing and active community.
The high quality content of the blog and the use of well-known influencers generated high reach within the target group.
The amount of followers and many interactions proved that the strategy was right: the focus on content, influencers and community was the right approach for making this campaign successful.
Conclusion
Credits
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We would like to thank our partners who helped to realise this campaign: • Design of photo book: Hort • Organisation of year round-up event and photography: Mit Vergnügen • Event video: Urban Tree
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