Today the Diabetes Fund launched its National Sugar Challenge campaign. Seven days of healthy eating and drinking without sugar: that is the National Sugar Challenge of the Diabetes Fund. The Diabetes Fund asked Stroom to create a media strategy with the aim of increasing awareness of healthier living and thus the challenge . Another important objective is to realize qualitative leads and to increase the number of registrations.
Campaign strategy
There are various ways to achieve such a goal. From influencer marketing to performance marketing, but what this campaign is essentially about is capturing the attention of the target group. Stroom set up a branded partnership with Nu.nl for this purpose, with the Diabetes Fund campaigning throughout May on the theme of healthier living. Nu.nl was chosen because it is the best match with the Diabetes Fund target group. It responds to the needs of the target group and the objective with various advertising formats. From articles to audio in the form of podcasting and a less sugar quiz. Read the first article on Nu.nl in this month's series of content productions here.
Rico Hop, Team Lead Healthier Living on the campaign:
"With the National Sugar Challenge, the Diabetes Fund wants to make people aware of their sugar intake and offer a helping hand to reduce it. Among other things, we are doing this with a magazine full of healthy recipes and tips and inspiration via social media and email.
As a fund, we want to ensure impact and recruit at least 50,000 participants for the week without sugar. Our supporters are large and loyal, but we also want to look for participants outside our own channels. Therefore, in collaboration with Stroom , we developed a beautiful campaign for NU.nl. Based on our briefing we quickly came up with a suitable plan, with clear substantiation and concrete advice. As we have been used to from Stroom for years."
Join us!
Curious about the challenge of living a week without sugar? Keep an eye on Nu.nl or sign up for the National Sugar Sugar Challenge from June 8 to 14.