Voedingscentrum, the Dutch information institute for nutrition, was introducing the new ‘Schijf van Vijf’; a nationwide protocol on healthy food consumption. National health is of course a matter of great importance, requiring awareness within every stratum of the Dutch society.
In order to not only create awareness, but an actual understanding of the new ‘Schijf van Vijf’, an omnichannel Seed-Burst-Grow strategy was employed. First; Seeding the conversation amongst early adopters and influencers. Secondly, bursting the message to a broad audience, using behavioral data insights to appeal to different sub-groups of Dutch civilians. Finally; making sure the content of the ‘Schijf van Vijf’ grows within the hearts and mind of Dutch people, reaching them in every relevant touchpoint throughout their customer journey, getting them truly acquainted with the protocol.
By employing the Marketing Business Case method, enabling real time optimization of marketing spend over different channels by attribution modeling, results peaked! Awareness and recognition for the new ‘Schijf van Vijf’ were generated amongst more than 7 million Dutch citizens, exceeding set targets by 150%, thus ensuring a successful launch for Voedingscentrum.
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