Friland
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The work made for Friland runs to 2 verified projects — mostly SocialMedia, Christmas and DigitalSolution.
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Frilands Christmas Calendar
Every year, Friland produces a Christmas calendar. In the past, there have been messages about ecology and animal welfare. In 2019, people would try to spend as much time with consumers as possible, while giving them a "Christmas present" that was more than just fast competitions and giveaways. Therefore, they chose to step back and look at what worked in the "old days". This was combined with modern dissemination methods and platforms, a celebrity, and an illustrator. Friland's core messages are high animal welfare, time to care for the animals. The brand radiates good vibes at a slow pace. A low tempo and good vibes are exactly the feelings you have in childhood when the class teacher reads today's section of the analogue Christmas calendar, and that Friland would like to hit with the Christmas calendar 2019. So in a classic way, a Christmas calendar was written in 24 sections. A Christmas adventure from the pig field where you could follow the two piglets Pelle and Petra every day on their Christmas mission to save Christmas. The Christmas calendar ran digitally with the daily artwork in the Christmas calendar itself, on Facebook, Instagram, and in daily newsletters. The Christmas calendar was also released in a read edition like a Podcast, in which Micki Cheng added voice - a familiar voice and person among the target audience. Each day, the reader could answer a question and participate in the draw for a family board game. Friland A/S Kasper Frank Christensen Kommunikationsansvarlig Maria Bast Marketing Manager Friland A/S Kasper Frank Christensen Kommunikationsansvarlig DANSK Baggrund Friland producerer hvert år en julekalender. Tidligere har det været med budskaber om økologi og dyrevelfærd. I 2019 ville man forsøge at få så meget tid med forbrugerne som muligt, samtidig med at man forærede en ”julegave”, der var mere end bare hurtige konkurrencer og giveaways. Derfor valgte man at træde et skridt tilbage og kigge på, hvad der virkede i ”gamle dage”. Dette blev kombineret med moderne formidlingsmetoder og platforme, en kendis samt en illustrator. Løsning Frilands kernebudskaber er høj dyrevelfærd, tid til omsorg for dyrene. Brandet udstråler ”good vibes” i et lavt tempo. Et lavt tempo og ”good vibes” er præcis den følelse man har i barndommen, når klasselæreren højtlæser dagens afsnit af den analoge julekalender, og det ville Friland gerne ramme med julekalenderen 2019. Så på klassisk vis blev der skrevet en julekalender i 24 afsnit. Et juleeventyr fra grisemarken, hvor man hver dag kunne følge de to smågrise Pelle og Petra på deres julemission med at redde julen. Julekalenderen kørte digitalt med daglige illustrationen i selve julekalenderen, på Facebook, Instagram og i daglige nyhedsbreve. Julekalenderen blev ligeledes udgivet i oplæst udgave som Podcast, hvor Micki Cheng lagde stemme til – en velkendt stemme og person blandt målgruppen. Hver dag kunne læseren svare på et spørgsmål og deltage i lodtrækningen om et familie-brætspil. Resultat Vi havde 105.000 sidevisninger af julekalenderen og genererede 14.000 unikke registreringer (leads) i konkurrencen. Og gennemsnitstiden pr. besøg var 1 minut og 57 sekunder. For de forbrugere, der besøgte kalenderen (og læste den dagligt), har vi derfor tilbragt næsten 50 minutter gennem julemåneden, og podcasten blev lyttet mere end 4.000 gange. Derfor havde vi rigtig meget tid sammen med vores forbrugere, så Friland var top og mind, når juleflæskestegen skulle vælges. Vores Flæskesteg var for øvrigt revet væk – tilfældigt? Annoncespend kørte udelukkende på social, og var på blot 10.000 kr., da der var tale om et sats. Dermed er ROI god på denne kampagne. Måske vi skule have brugt 50x så meget på annoncering ) Grundet den store interesse for julekalenderen har Friland besluttet at udgive julekalenderen som fysisk bog ifbm. julen 2020. Derudover vil der også uddeles x-antal gratis fysiske julekalendere til børnefamilier. Begge dele vil blive uddelt i de supermarkedskæder, der fører Frilands produkter. (English translation + Google translate) Background Every year, Friland produces a Christmas calendar. In the past, there have been messages about ecology and animal welfare. In 2019, people would try to spend as much time with consumers as possible, while giving them a "Christmas present" that was more than just fast competitions and giveaways. Therefore, they chose to step back and look at what worked in the "old days". This was combined with modern dissemination methods and platforms, a celebrity and an illustrator. Solution Friland's core messages are high animal welfare, time to care for the animals. The brand radiates good vibes at a slow pace. A low tempo and good vibes are exactly the feeling you have in childhood when the class teacher reads today's section of the analogue Christmas calendar, and that Friland would like to hit with the Christmas calendar 2019. So in a classic way a Christmas calendar was written in 24 sections. A Christmas adventure from the pig field where you could follow the two piglets Pelle and Petra every day on their Christmas mission to save Christmas. The Christmas calendar ran digitally with the daily artwork in the Christmas calendar itself, on Facebook, Instagram and in daily newsletters. The Christmas calendar was also released in a read edition like Podcast, in which Micki Cheng added voice - a familiar voice and person among the target audience. Each day, the reader could answer a question and participate in the draw for a family board game. Result We had 105,000 page views of the Christmas calendar and generated 14,000 unique registrations (leads) in the competition. And the average time per Visits were 1 minute and 57 seconds. Therefore, for those consumers who visited the calendar (and read it daily), we spent almost 50 minutes through the Christmas month, and the podcast was listened to more than 4,000 times. That's why we had a lot of time with our consumers, so Friland was top of mind when choosing the Christmas pork roast. Our pork roast, by the way, was torn away - by chance? Adspend ran exclusively on social, and was only DKK 10,000 when it was a rate. Thus, ROI is good on this campaign. Maybe we should have spent 50x so much on advertising) Due to the great interest in the Christmas calendar, Friland has decided to publish the Christmas calendar as a physical book ifbm. Christmas 2020. In addition, x-number of free physical Christmas calendars will be distributed to families with children. Both will be distributed in the supermarket chains that carry Friland's products.