Financially healthier living
Rabobank believes that a financially healthier life starts with talking about money. This is not yet easy for everyone, which is why they want to continue to encourage these conversations. Between friends and family, or with the bank. Rabobank wants to go that extra mile and ensure that people actually get to work on becoming financially healthier. Rabobank asked Mediahuis to come up with an appropriate branded content campaign aimed at first-time buyers and families in the 25-45 age group.
Gripping stories
Packing stories MHX, Mediahuis' creative studio developed personal stories in which readers recognize themselves. The stories were combined with beautiful photography. For these stories, we focused on three different themes: talking about money, insight (an overview of finances) and help with money worries The stories were given their ‘own jacket’ on Mediahuis' digital platforms.
Content block
The stories were packaged in an appropriate and recognizable format. They were also placed within a content block. This makes the stories stand out and allows the reader to see multiple stories within ééone glance. You thus dominate the hompepage of a title, increasing its impact.
Three flights
The stories were distributed through three flights on Mediahuis' digital titles: NSMBL, Manners and Famme. This was done by theme so that a different theme was always brought to the attention of our readers. The themes’s were also distributed through the fluid ad, giving the message extra attention and achieving extra reach. Moreover, extra traffic was generated to the Rabobank websites.
The stories were additionally driven through the Facebook channels of Mediahuis' digital platforms. With this distribution, we generated additional reach for the articles.
The results
We can conclude that the topic ‘money worries’ is relevant for the target audience to read about. In total, all articles achieved 71.7k article views which is an incredibly nice result. The benchmark for inviews to Q-views is 23.9%. We are nicely above this with an average conversion rate of 26%. Based on this we can also conclude that the content was well appreciated. We also scored above the benchmark of 0.17% with the Fluid Ads. In short, a campaign we are proud of.
71.7 k
0.19 %
26 %
172 k
The collaboration with you guys went incredibly well. It was very nice to have a dedicated team that anticipated our needs. Thank you for this!
Rabobank
