The Campaign

BAVARIA UNDERSTANDS
ITS HOME REGION

Bavaria wants to increase its relevance within its home region. Bavaria = Brabant.

Campaign hero Sjefke Vaeren summons all carnival lovers to join the battle to make carnival a bank holiday. 40,000 signatures force #carnavalvrij onto the political agenda.

Join the battle for #carnavalvrij!

DID THE #CARNAVALVRIJ CAMPAIGN CONTRIBUTE TO THE RELEVANCE OF THE BAVARIA BRAND WITHIN THE HOME REGION?

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2 Peak moments in free publicity reach

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TV exposure

ENORMOUS
ORGANIC REACH

FACEBOOK AND INSTAGRAM ADVERTISING

  • 1,157,639 Organic video views

  • 2,189,692 Paid video views

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“Free” channels (Earned and Owned media) were responsible for two peaks in reach and awareness during the campaign. During the first three days of the campaign (January 13th – 15th) Bavaria succeeded in kickstarting the campaign as evidenced by reach, website visitors and conversion ratio results. Presenting the petition to parliament (February 7th) generated a second peak.
Social advertising proved to be a successful means of staying in touch with the target audience throughout the campaign, highlighting its importance to the overall success of the campaign.

Brand preference

#CARNAVALVRIJ HAS A POSITIVE EFFECT ON BAVARIA

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REPUTATION OF BAVARIA WITHIN ITS HOME REGION

Postal Code 5000-5999

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Respondents who are aware of the petition have an increased preference for Bavaria

hoge voorkeur

Brand loyalty within the target audience (m/f aged 20-49 in region 5000-5999) increased significantly during the campaign from 18% to 25%. Bavaria is top of mind for one in three of target audience members (was one in four).

Respondents who signed the petition indicate they associate Bavaria with “Brings people together”, which matches the core message of the campaign.

CONTENT ANALYSIS

#carnavalvrij embraced by the public
due to authentic message

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By combining an authentic (and therefor non-commercial) message with a believable campaign hero, Bavaria was able to generate positive coverage of its brand. Bavaria is mentioned more frequently in the media and the public (the home region in particular) embraces the message of the campaign.

REGION ANALYSIS

Over twice as many mentions
within home region

regio analyse regio analyse

Media coverage of Bavaria and the #carnavalvrij campaign increased significantly and contributed to the relevance of the brand within the region. Regional advertising helped generate this effect.

Analysis of the coverage in the home region uncovers a strong link between “carnival” and Bavaria, as well as Sjefke Vaeren as campaign hero and the call for additional time off.

PETITION ACTIVATION

Explosion of media coverage
generates a torrent of signatures

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posts

75% of all signatures were gathered within 72 hours of the start of the campaign. Almost half of all publicity is generated within the same timeframe. On Monday, January 15th there are over 450,000 video views through Facebook and Instagram and over 115,000 website sessions on Carnavalvrij.nl.

Following the unrivalled success of the first three days of the campaign, focus shifts from the petition to the message of creating a movement of unity and bonding within the home region, because all the necessary signatures have already been gathered.

Influencers

Those who signed the petition are the driving force behind the campaign

A number of Brabant celebrities, such as Guus Meeuwis and Wim van der Donk, support the #carnavalvrij campaign through social media.

The driving force behind this campaign however is not so much celebrities, it’s common people signing the petition. Them sharing messages about #carnavalvrij on social media has helped to generate an impressive reach.

SPECIALIST MEDIA

Praise from peers in marketing, communications and PR business

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Fellow marketeers and communications professionals speak positively about the campaign. 68% of their articles are positive.

Remarkably, not a single negative message was published by specialist media about the campaign.

The campaign has been dubbed “Best campaign of the year” (Dutch Cowboys) and “a prime example of storytelling”. The campaign has had a very positive effect on the perception of the Bavaria brand, as well as the agencies involved in its creation, by peers.

“The Clipit Insights team has provided us with a deeper understanding of the results of our #carnavalvrij campaign. They’ve really managed to conduct a thorough analysis by comparing all earned, owned and paid media results in order to generate valuable figures and insights. This integrated analysis proves that our PR strategy and marketing efforts combined to create a successful campaign.”

bronRinske van den Bos
Global External Communications Manager​, Bavaria


"Clipit’s analysis of all paid, earned and owned media is admirable, especially in the way it has been translated into clear and applicable conclusions which we can take into account for future campaigns."

bronMichel de Kruijff
Brand Manager Bavaria at Royal Swinkels Family Brewers

Source acknowledgement

This Media & Communications Intelligence Analysis was conducted with data from paid, earned and owned media related to the campaign #carnavalvrij by Bavaria from Saturday, January 13th till Saturday, February 17th.

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SUCCESSFUL COMMUNICATION STARTS WITH DATA INSIGHTS

Clipit Insights helps you understand, grasp and adapt to the enormous torrent of data that is hurled at you on a daily basis. Based on relevant data, Insights offers valuable and qualitative analysis to further strengthen PR- and communication strategies and campaigns. Clipit Insights is the first to assimilate cross media monitoring with PR- and (marketing)communications expertise and experience.

If you have any further questions please do not hesitate to contact Stijn of Clipit Insights
T: 024 8000 704

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