some cases
grijze garnalen
period: November 2009
advertiser: Nederlands Visbureau
agency: RCA
We were asked by RCA to help them promote the Crangon Crangon (commonly known as the brown or sand shrimp). Besides their fresh website and blog the Dutch fishery agency wanted to promote the delicious shrimps of the North Sea by reaching out to the blogosphere.
idea
A competition was devised with a simple scope; throughout a four week period bloggers were invited to make and share an original yet tasty dish incorporating shrimps. The best recipes, judged by chef Felix Allen, were eligible for a spot in the grand finale where the bloggers would compete for a great weekend at the Waddenzee with friends or family.
bannering
A banner was deployed on carefully selected blogs throughout a three week period. These diverted people to the campaign website.
some examples
results
Recipes of all colours and flavours reached the judges. No ordinary tomates crevettes, but often original and refreshing creations, proving once again your average blogger knows how to think out of his/her lunchbox. Other then their recipes bloggers highlighted the campaign website. A small-scale campaign which turned out being big, creating the right amount of buzz across different online channels.
sony secret santa
period: December 2009
advertiser: Sony Music
agency: Enchanté
Between Christmas and New Year Sony Music Belgium asked us to put their latest releases in the spotlight.
idea
No bannering, sponsored posts, competitions or events this time, as a blog relay was put together. Bloggers where asked to pass on a cd of their choice from the Sony catalogue from one blog to another. Delighted as they were to get a gift from a mutual blogger, they spread all copies out in no time covering a wide range of blogs. A basic concept but effective like no other.
some examples
results
Throughout the week different bloggers received a cd from one another. On their turn they passed the gesture on to another lucky blogger with a post explaining what was going on and why the lucky blogger deserved the album. This continued until all copies left our building.
new super mario bros. wii
period: December 2009
advertiser: Sony
agency: Noyz (Isobar)
The end of 2009 saw the releases of a game classic for Nintendo's Wii: New Super Mario Bros. It has been turned out to be one of nintendo's most successful games to date.
sample seeding and product reviews
Being a much anticipated game, it could use a little extra push from the blogosphere. For that purpose a couple of carefully selected blogs received the game for all their Wii needs. This resulted in posts reviewing the game and numerous comments of people expressing their experiences or the need to play the game.
some examples
scrabble battle
period: December 2009
advertiser: Mattel
agency: Noyz (Isobar)
In November 2009, for a brief period, the Netherlands and Belgium were in a state of war with one another, a scrabble war to be more precise.
idea
Mattel and its creative agencies devised a nifty online scrabble game in the Netherlands and Belgium, incorporating online social media platforms facebook and twitter. People in both countries where able to play scrabble online and their personal scores would then be added to an overall score. The most active players regularly were rewarded with prizes and a grand finale with the best of the best was held at the end of the three week period.
The people over at NOYZ (Isobar) asked us to support them in getting the word (or should we better say words!!) out on scrabble battle across the different social media platforms.
mailing
A mailing was sent out to all our influential bloggers, asking them to take part and make sure that Belgium came out victorious at the end of the competition.
bannering
At the same time a banner run across a selection of over 30 blogs during a three week period.
sponsored posts
In a later phase several bloggers where asked to write a sponsored post on what was happening. People where asked to join in and help the cause.
some examples
results
The Belgian blogosphere was closely involved throughout the battle, resulting in Belgium winning the online battle. In the end they were defeated in the real finale, though.
J&B at the end of the world
period: November 2009
advertiser: J&B
agency: Noyz (Isobar)
For a while now J&B has been hosting parties across the globe under the “start a party“-flag. This time they flew out the lucky few to Ushuaia in Argentina, the most southern region in the world. People from across the world were invited or had won a spot for this party extravaganza. In a five day period, they would travel through Buenos Aires, down to Ushuaia, where a party and did some sightseeing were planned.
idea
Together with the people over at NOYZ (Isobar), we thought out a small-scale campaign in the Belgian blogosphere for their client J&B (Diageo). Blogger, photographer, reporter and Echanté hero Alex Deforce was invited to join in on the fun and a similar concept of what we did for Club Med was developed.
bannering and blogpost
Alex would send us images throughout his journey which we’d give a spot in banners positioned across the Enchanté network. This J&B branded banner randomly selected three images and once clicked on, traffic got diverted to Alex’ latest blogpost, giving readers the inside story on his experiences or latest photo report.
some examples
results
Although finding a cell phone signal or getting online was not the easiest of jobs at the end of the world, Alex's photos, blogposts, facebook updates and tweets got through to Belgium and delivered a significant amount of feedback. Blogposts were read, comments were made across different platforms, tweets got retweeted and many ‘likes’ followed. A nice project illustrating how brands and companies can get in touch with people, using the right tone of voice, through social media.
canon EOS-1D Mark IV launch
period: November 2009
advertiser: Canon
agency: Enchanté
Canon hosted an event in the Brussels' Taschen Store to present a range of new camera's, lenses and other equipment. Enchanté invited a couple of bloggers, who are heavily (often professionally) into photography, to attend this event. The venue, a book store, remained open throughout the evening for once. People were allowed to experience the new toys first hand. They could walk outside to take shots, switch between different lenses, ...
some examples
results
Belgium's most recognized photography bloggers attended and blogged about the event, giving the latest Canon models plenty of buzz and visibility across different channels (blogs, facebook, twitter & flickr).
manix case
period: August 2008
advertiser: Manix
agency: McCann
For the Manix - Get Closer campaign in Belgium, McCann used different Enchanté Services to get visibility in the Belgian blogosphere and reach their target audience.
bannering
The Get Closer banner was displayed on 26 blogs during three weeks. Bannering assured that the ad would be seen by a certain audience.
mailing
We introduced the campaign to all the Enchanté Heroes (that opted in on our mailing list) through a mail at the start of the campaign.
sponsored posts
A couple of bloggers were contacted to publish a post on the campaign. The posts were written by the bloggers themselves and they received a fee to publish them. Visit blogtendances for a sponsored post example.
sample seeding
Samples were sent to a selected number of blogs, resulting in some nice visibility for Manix on different blogs. Go to emich or slechtgaan for examples or check the video on the right.
results
Manix - Get Closer received a lot of attention in the blogosphere by using different Enchanté services for their campaign.
canon hf10 case
period: Augustus 2008
advertiser: Canon
agency: Enchanté
Canon wanted to promote their HF10 HD camcorder. On July 9, 2008 we organised a meeting between Canon and five of the most influential Enchanté Heroes at the Adhese headquarters.
idea
The five bloggers can use the HD camcorder for half a year to produce content for their blog. This blog campaign is part of the Canon Freecording campaign that stresses that using a camcorder can be just plain fun.
results
It's early days yet to give full results and effects of the campaign. So far, some of the Heroes have published several articles on their blogs. Feel free to read more on this campaign at emich, pietel, blogzog, imkedielen, sergevc, more blogzog and more pietel.
This is a unique change for the bloggers to fool around with a very good camcorder and share their visions with their audience.
To be continued ....
videos
Below are some of the results the Heroes recorded and posted on their blogs. Click the thumbnail for the full High Definition video.
club med case
period: April 2008
advertiser: Club Med
agency: Rolling Talks
From sunday the 6th of april until the 9th of april 2008 Club Med (through Interel) ran a campaign on the Enchanté Blog-network.
idea
Ine, a blogster/photographer from Ghent, was invited to Club Med in Chamonix for a couple of days to experience and blog about the facility. Adhese together with Rollingtalks proposed Club Med to run a campaign during that period.
Instead of just blogging about the adventure Ine was armed with just a cellphone. With her mobile she was able to send Tweets to her Twitter account and upload pictures to her Flickr account.
Adhese created a banner that read these feeds and immediately displayed these in a banner that was spread on some of the most influential blogs in Belgium.
The slideshow below reveals the different versions of the ad that appeared online during that period.
results
The fact that the advertiser gave full control to someone else is unique.
The campaign resulted in numerous blog posts (on International Marketing blogs), an article in Le Soir and discussions on Twitter.
The general press (Le Soir, De Morgen) used the campaign to educate a large audience.
reactions
Below are some screenshots of reactions we collected during the campaign.
slideshow
screenshots of reactions
Kinepolis
period: Februari 2009
advertiser: Kinepolis
agency: Proximity BBDO
In a fast evolving world; Kinepolis, wanted to reach out to their audience. Instead of doing a classic campaign in the more traditional media, Kinepolis together with Proximity BBDO decided they should target the blogosphere to reach out to their audience and get some valuable feedback.
Event
Kinepolis - through Enchanté - invited 20 bloggers/online influentials for an exclusive presentation. The bloggers first got a historical and technical overview of the Kinepolis Group and afterwards there was a Q&A with Eddy Duquenne, CEO of Kinepolis.
Every subject was open for discussion. Ticket price, food and drinks policy, commercials before the start of the film, programme, online ticketing, etc. The online influentials had a lot of questions, and the Kinepolis Team took the time to answer them all.
Reactions
The next morning some of the invited Heroes talked about their experience of the night before and what they liked and did not like about Kinepolis. The readers of these publications left their reactions and a honest valuable dialogue was created. Valuable comments were left by the audience Kinepolis was reaching out to.
Examples
Pietel (NL)
Bloggingthenews (FR)
Zog (NL)
Emich (FR)