25th PostcodeKanjer
As part of the campaign surrounding the 25th PostcodeKanjer, the National Postcode Lottery asked Mediahuis to develop a branded content campaign. Our branded content studio, MHX wrote three different stories for this campaign. The results were included in a study by Memo2. This research showed that the branded content effort was hugely successful!
Three unique stories
Our branded content studio, MHX has written three beautiful and unique stories that seamlessly fit the target audience and umfeld. These native articles were posted exclusively on De Telegraaf website. Each article had its own angle related to the PostcodeKanjer (prize winner mentor, charity contribution, win experience).
The success of branded content
Research by Memo2 showed that after reading the articles, consideration for participation was significantly increased among visitors telegraaf.nl. The articles also scored well above average (41%) on credibility.
The results
Memo2's research shows that there is a good match between telegraaf.nl and the Nationale Postcode Loterij: Dutch people reached on telegraaf.nl with the Nationale Postcode Lottery's content are either frequent players or they are open to gambling. The content is rated above average, especially the scores on the fit with telegraaf.nl and the National Postcode Lottery are far above average. The content in article two (contribution to charities) appealed the most to visitors in December.
50 K
245 K
313 K
209 %
The collaboration with Mediahuis went smoothly and resulted in three great articles. Each with its own angle, but together a striking translation of the core message. Nice to see the data supporting the success of the collaboration between Mediahuis and the Postcode Lottery!
— Tabitha Laurey
