VEA - 8 miljoen gesprekken

8 miljoen gesprekken (8 million talks) is a Dutch initiative by VEA and the committee of May 4&5 with the goal to make the world we live in a little less harsh.

Challenge 

Our challenge was to create awareness of the cause of 8 miljoen gesprekken, and to make sure that people visited the different stands during the 15 festivals throughout the Netherlands. Another challenge was the fact that we had 2 weeks to set all this up and make sure that people were made aware of the cause.

Insights 

As the talks provided by 8 miljoen gesprekken were going to take place during 15 different festivals (the so-called Bevrijdingsfestivals in the Netherlands, which are already well known), we’ve decided to focus on the recognizability these events already have. That’s why we communicated everything in the colors of these festivals (red, white and blue) in order to provide this association directly.

 

Solution 

In order to achieve this we’ve adjusted their social channels, but also created an Instagram account for them. The main focus during this campaign was on this new Instagram, as we’ve created a visually appearing grid where are the information on the Festivals & the goal of 8 miljoen gesprekken was visually communicated. In advertising we also solely focussed on Instagram due to this fact.

Results

The choice to focus on Instagram solely was a good one: our ads reached 204.256 unique people, with a relatively small budget. The big winner of the ads we ran was the one that had been posted to Instagram Stories, where the clicks on links were almost 100x more than the post that was shown on the feed. The CPR (which in our case was 1000 people reached) was € 0,94.

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