Every step counts...
Want to live a healthier life in small steps? From getting enough exercise and eating well to sleeping soundly. From taking time to relax to being surrounded by people you love. Everything counts when it comes to your health. For this reason, Zilveren Kruis asked us to use a content partnership to explore the concept of “Healthier Living” in greater depth and to offer concrete solutions to the target audience for living a healthier life, step by step. The primary target audience consists of men and women aged 30 to 54, and the secondary audience consists of men and women aged 18 to 29.
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Different themes offer different possibilities
To help consumers see themselves in relatable situations, six themes—“exercise,” “sleep,” “relationships,” “relaxation,” “nutrition,” and “better living environment,” based on existing content from Zilveren Kruis stories, featuring helpful tips for taking charge of one’s own health. With each story, consumers were encouraged to take action by downloading the Actify App or clicking through to the company’s own “Healthier Living” platform.
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Relatable content
Each theme was distributed equally across online and print media. Specific visibility on the VROUW (via De Telegraaf) homepage. In addition, we created extra scale by utilizing elastic native. VROUW Magazine ensured high weekly reach, with a story produced as a column positioned in a recognizable way.
Targeted approach with tangible results
For the campaign, a custom-made fluid ad was created and deployed on a CPC basis. This ensured a guaranteed number of clicks to the specific Zilveren Kruis domain for each theme.
The Results
The campaign ran from August 28 to October 24, 2021. VROUW Magazine was featured no fewer than six times. Using Elastic Native, nearly 28,000 quality views were generated through publications such as De Telegraaf, NSMBL, Beautify, and Bedrock. The total number of impressions for the entire campaign was a staggering 8 million.
