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  • Wavemaker Switzerland EN
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  • Wavemaker Switzerland FR
Wavemaker Austria

#believe in christmas

Kunde

Erste Group

Markt

Austria

Positive Provocation

BELIEVE IN YOURSELF – Alles auf eine Karte: für das Weihnachtsvideo der Erste Group konnten wir mit einer ausgefeilten länderübergreifenden Paid-Strategie die ambitionierten Ziele des Kunden um ein vielfaches übertroffen werden.

Teilen
Ergebnis
Unser Ansatz
01.
Herausforderung

Die Erste Group wollte mit ihrem Weihnachtsspot eine virale Seeding Kampagne in 6 Ländern (CZ, HU, HR, RS, RO, AT). Strenge Vorgabe des Kunden war es, dass alle Views – paid und organisch – in einem gesammelten Kanal münden und das über alle Märkte hinweg. Mit einem kleinen Budgeteinsatz verteilt auf 6 Länder sollten 5 Mio Views – paid und organische Views – erreicht werden.

02.
Einblick & Strategie

Eine perfekt inszenierte und herzzerreißende Geschichte trifft das Herz von Social Media. Mit dem Einsatz von Facebook Crossposts konnten zentrale und lokale Ziele optimal umgesetzt werden.

03.
Aktivierung

Der richtige Social Kanal für die Aufgabenstellung musste gewählt werden. Um alle Views – paid und organisch – in einem gesammelten Kanal über alle Märkte hinweg münden zu lassen, wurde Facebook mit seiner neuen Crossposts Funktion als Hauptkanal eingesetzt. Somit konnte das Video über die Erste Bank Fanpage organisch gepostet werden, und durch die Crossposts der Erste Group-Länder sichergestellt werden dass alle generierten Views in einen Counter einzahlen. Aufgrund einer ausgefeilten Paid-Strategie für 6 Länder erreichte das Video schnell einen viralen Status und konnte die Ziele um ein vielfaches überschreiten.

Ergebnis

Das Gesamt-Ergebnis (FB, Insta, Twitter) überschritt alle Erwartungen: 150 Mio Views – davon 95% organisch, 5 Millionen Comments, Shares und Likes.

150 Mio
Views
95%
Organic views
244 Mio €
generierter Medienwert

Das Video wurde sehr rasch global verbreitet und bekannt und konnte sich abseits der geplanten Märkte durchsetzen. Ein großer Erfolg!

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