Corona turned our world upside down from March 12, 2020. All kinds of sweet initiatives spontaneously arose in society to give each other a heartbeat. Seeing this, SIRE could only think of one thing: #DASLIEF.
Following the highly successful #DOESLIEF campaign from 2019, SIRE managed to develop a complete campaign in one week. This strong follow-up campaign was developed based on the same strategy as #DOESLIEF and again delivered great results. Media and agencies once again collaborated 'for free' on #DASLIEF.
ABACKGROUND
The corona crisis gripped us all from March 2020. At the same time, we saw a great togetherness emerging. Sweet initiatives, through which people helped each other or gave each other a helping hand. Big and small gestures, selfless. People who looked after and cared for each other. SIRE wanted to shine the light on these initiatives with #DASLIEF. The way it caught on was distinctive, because the campaign was based on existing initiatives in society and there was no commercial interest. With #DASLIEF, we wanted to inspire, motivate and stimulate a sense of belonging. We also wanted to create a positive sound to counteract all the negative reporting.
Insights:
The 2019 #DOESLIEF campaign was a great success. A kinder Netherlands starts with people's intention to change their behavior themselves. During COVID-19, we saw that the previously drawn conclusions and expressed intentions were actually translated into action. Taking each other into account, helping each other and taking care of each other. #DASLIVE, because 'Society. That's us'. Together we make the Netherlands a little more beautiful.
Objectives
SIRE's key KPI for this campaign is to build maximum recognition in a very short time through a large-scale and national PR rollout and high reach with ditto contact frequency in media. Due to COVID-19, many advertisers' campaigns were cancelled from mid-March onwards and there was plenty of space available in media. In addition, we saw the many initiatives the Dutch were taking to stand up for each other and this led SIRE to have the first alignment on #DASLIEF on March 18. By involving the agencies, including STROOM , in an extremely short lead time (really 1 week) and developing and producing the resources - in house - we were able to make optimal use of the freed up media space. This allowed us to actually steer for the highest possible reach and high contact frequency in media.
Integrated communication strategy.
It is a recurring topic at SIRE: how we treat each other. Over the years, campaigns have been devoted to this, including: 'Society, that's you', 'Nice people, how do you deal with them', 'Short fuse' and 'Unconsciously Asocial'. Research in 2019 showed that the topic is as relevant as ever: on the one hand, the Dutch are very proud of the direct but tolerant manners this country is known for. But at the same time, it is something we are most concerned about. In other words, there seems to be a big gap between the Dutch image we like to project and the one we experience on a daily basis. Or perhaps even between how you see yourself and how you actually behave.
After #DOESLIEF, in which 51% of respondents took action in some way as a result of the campaign, #DASLIEF was the ultimate proof. We wanted to inspire the Netherlands with all the kind initiatives. Because being kind takes little effort and you get so much in return.
Media Strategy
#DASLIEF was widely deployed on TV, radio, premium display campaigns online, in national and regional daily newspapers and through visibility in out-of-home media. To convey the variety of great initiatives, 9 different, constantly rotating messages were deployed. We divided the messages evenly across all channels and time, so that during the 6-week campaign period, the 9 different variants passed over all medium types.
Results
The #DASLIEF campaign has been on-air for 6 weeks and has had an effect! Due to its open-source nature, a large number of organizations participated using custom-made ads and we saw many initiatives from society using #DASLIEF. Also, #DASLIEF came in 8th place of the most used advertising terms on social media.
The PR kick-off was successful. We were all over the news that day and the following days: NOS Journaal, RTL Nieuws, NPO Radio 1,Nu.nl, Algemeen Dagblad and De Volkskrant. On the first campaign day over 1,050 posts were made on social media with #DASLIEF, clearly linked to the PR launch from 06:00. #DASLIEF was trending topic on social media on the day of launch.
After this first day, MeMo2 ran some short questions among 1,015 people that led to remarkably good results: a day after the launch, 34% of Dutch people aged 18 and older were already familiar with #DASLIEF. The COVID-19 momentum allowed media partners to fully support the campaign right from the launch. After the first week, 408 GRPs had already been delivered on TV (approx. 77% 1+ reach), as well as 357 GRPs on radio (approx. 65% 1+ reach) and 6 print placements had been made in DPG titles, among others.
Measurable communication goals:
Awareness of #DASLIEF: 51%. In addition, 66% say they are aware of initiatives that exist to help others.
After 2 months of quarantine, half still take initiative to help others.
Source: MeMo2 measurement THX panel through May 20
Overall outreach results:
Net reach TV & radio: 88% and 85%, respectively. Average contact frequency TV 18, radio 17.
Views online campaign: 11,526,553
Results, that's what STROOM is all about. We also won several professional awards including a bronze AMMA. In the category wAMMA with this year's theme: COVID19.
The efforts and results of #DASLIEF were also awarded a SAN Accent in the Current Affairs category. A reward for distinguished work.
Thanks to all SIRE partners involved: a wonderful and successful project in proud collaboration with agencies: Joe Public, STROOM, Coopr, Blue Grass, Searchresult, Coosto, MeMo2 and 5PM. All media partners who selflessly supported the campaign: AdAlliance, Azerion, Centercom, DPG Media, E-Power, Exterion Media, Hillenaar Outdoor, JCDecaux, Mannenmedia, Mediahuis, Mediahuis Limburg, Mundu, NDC Media Group, Nederlands Dagblad, Nextdoor, NRC Media, ORN, Sanoma, STER, Talpa/OMS and Zoover Media.