Corona created an unreal situation that affected 100% of the Dutch. But something something very beautiful also happened. Heartwarming and selfless initiatives in which Dutch people offered each other help, advice and support. Therefore in March 2020, SIRE rigged up the little sister of #DOESLIEF in one week: #DASLIEF. To thank everyone who did something extra for another and thereby increasing the sense of belonging.
Our media partners have also, as always, moved very quickly and gave the campaign all the space it needed. We are therefore proud to share results with you. And thank all partners on behalf of SIRE for their commitment to #DASLIEF!
Media partners thank you #DASLIEF
Since January we have been the proud media partner of SIRE and our first campaign for them was immediately a baptism of fire. Within a very short advertising agency Joe Public developed the #DASLIEF campaign.
Thanks to the many partners, we succeeded in creating a multimedia campaign in print, out of home, on radio and TV and in various online channels. The main pillars for the online campaign were online video, banners and articles on various Sanoma (DPG Media) titles. With the icing on the cake that Ad Alliance managed to inspire two of their influencers to collaborate selflessly.
Reach with social impact
The media results are impressive:
- With TV, we reached 88% of the target audience (25 years and older) with an average contact frequency of 18.6.
- With radio, we reached 10.3 million Dutch people in ages 25 and older (85%) with an average contact frequency of 17.4
- The outdoor campaign was visible for several weeks been on digital formats along highways, gas stations, in shopping malls as as well as in major cities. This achieved over 30 million gross contacts.
- The campaign in daily newspapers, with the reported placements already generated 41% reach in the same target audience with 2.9 contacts.
- Online, we achieved 11.5 million impressions realized and the videos were viewed 2.3 million times all the way through.
- Articles on Sanoma's titles have been read nearly 190,000 times read and over 12,000 interactions.
- In total, we achieved nearly 77,000 website clicks to the campaign page.
The above is the broadcast reach, but MeMo2 also measured the impact of the campaign among their THX panel. This shows that the offline campaign efforts (excluding print) reached at least 77% of the target audience with an average of 8.4 contacts. This is a wonderful result that we can all be very proud of!