› Project description:
ECP organizes media campaigns aimed at improving awareness about online security and privacy on behalf of Veiliginternetten.nl. The aim of Digital Inheritance was to inform Dutch people about the options available for arranging online inheritance.
› Campaign: inform the Dutch population about digital legacy and encourage action to settle it
› Media objective: large-scale reach among the Dutch population, resulting in video views of the information video and qualitative website visitors
› Media strategy:
What happens to your data after you die? A message that is relevant to everyone who uses the world wide web: almost no one knows how to do it, almost everyone wants to know. In the Netherlands, more than 16 million people use the internet, of which about 13 million are on social media.
An information video was available based on research and on Veiliginternetten.nl there were options for each social platform to arrange an inheritance. Each platform had its own landing page. Advertisements were set up per landing page and shown to social media users, in (online) estate searches and on websites, to visitors who had recently searched for social media, internet privacy or estate planning.
Facebook, Instagram, Twitter, Youtube, Google Search and websites – not a single online opportunity was left untapped. We also spread the word through organic seeding where messages were posted on computer forums, privacy blogs and under videos about digital legacy.
Due to the exemplary role in the field of privacy, it was not possible to collect demographic data about website visitors. We therefore used Matomo: a solution that allows you to measure visitors anonymously.
› By continuously adjusting, sharpening or broadening the targeting and redistributing the budgets, the campaign was a great success. We can confidently say that this has been one of the most successful awareness campaigns, exceeding the reach target by more than 750%. Across all channels, we paid less than one euro per thousand people reached. In addition, we measured more than 35% more visitors to the site than estimated, who on average viewed several pages and took actions.
Analytics, Display Advertising, Search Engine Advertising (SEA), Social Media Advertising, Organic Seeding
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