The Christmas card

Task:
Many young people have never been given a proper introduction to sending a letter or a card in the post – they grew up in the digital age. However, Post Danmark’s studies show that young people between the ages of 18 and 29 appreciate a physical letter more than anyone else. It is much more personal than a Facebook post or e-mail.

Our task was to brand Post Danmark to young people between the ages of 18 and 29 based on this knowledge.

Solution:
The solution was a series of webisodes to introduce; What is a Christmas card? How do you make them? And how do you send them? Served with plenty of Christmas spirit, hashtags and good old Danish sarcasm. Designed as a humourous motivator, with one of Post Danmark's classic products at the centre; Send some love and let those you love know that you are thinking of them. Send a Christmas card.

We told the story where the audience goes to find entertainment, and where we had the best opportunities to get them involved. Through a sequential streaming of the videos on YouTube and Facebook, we ensured that the target group watched all the videos without Post Danmark appearing intrusive.\n

The sequential posting was done through remarketing, where users who watched one or more videos were exposed to a new one, until they had seen them all. Unrelenting focus on this increased the campaign's view-through rate (VTR) and cost-per-view (CPV).\n

We wanted to maintain storytelling on Facebook and decided to post the videos one at a time – one every week. That way, the videos achieved maximum attention and anticipation was allowed to build among users.

Result:

  • Ad recall: 27% (53% among 35-44 year-olds) (benchmark 16%)
  • VTR: 17.42% (benchmark 10-12%)
  • Brand keywords (search for Post Danmark): +189% (among those exposed)

TVC

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