The approach
We used a strong creative video-first concept featuring the Dutch nature and animal expert 'Freek Vonk'. Since unfortunately there are people in every demographic that litter, we used a wide targeting audience accross the entire country. For the TV campaign, we specifically chose the period around the Olympic Games. This year, it was held in Paris, and due to the same time zone, there were more TV viewers in the Netherlands. And in August, there is a lower TV index, which made it very cost-efficient.
We use the burst and drip strategy to optimize the budget for effectively achieving the targeted reach and frequency. Which is needed to create impact among the target audience. The campaign had a strong creative video-first concept featuring the Dutch nature and animal expert 'Freek Vonk'. Since unfortunately there are people in every demographic that litter, we used a wide targeting audience accross the entire country. For the TV campaign, we specifically chose the period around the Olympic Games. This year, it was held in Paris, and due to the same time zone, there were more TV viewers in the Netherlands. And in August, there is a lower TV index, which made it very cost-efficient.
Channels
Because of the large size of the target audience and the frequency needed to influence behaviour, we opted for a omnichannel approach including both mass and digital media:
- TV (during 2024 Olympics)
- Radio
- DOOH
- Social Media
- Influencers (together with Ace Social)
- OLV
- Display
Results
We vastly overperformed on all media KPIs. This was both through careful optimisation but also anticipating on higher viewership of the Olympics compared to what it has been in the past. It is challenging to measure how much less litter ultimately ends up on the streets as a result of the campaign. Supporter van Schoon measures behavioral change by researching behavioral intent, after we started running these campaigns since 2022 there's a positive trend coming from this research.