Themes: We divided the campaign into three themes: support each other, laugh with each other and play with each other. We could easily facilitate the target audience with window drawing templates for each of the themes.
Landing page: We created a landing page where we explained the initiative. Visitors could download templates and sign up for one of 500 free chalk marker sets. We also showed all content creations with the hashtag #keepdistancekeepconnected.
Visibility: We created visibility early in the lockdown period by sending out a ‘window drawing brigade’ (see video). We partly did this as a PR stunt in order to attract media attention but also to shoot a promo video. We sponsored the video as well as various social media posts online.
Activation: We used the promo video to develop three activation videos in line with the themes. We gave away 500 chalk marker sets and also offered these chalk markers at a discount. We then mapped situations in which people interacted through support, humour or game. We invested in the facilitation of products, materials and inspiration to activate the target audience. We also responded to current trends at the time like ‘the bear hunt’ and quotes such as ‘Take care of each other’ and ‘75 years of freedom’.
User Generated Content: We got the target audience to create user-generated content with the hashtag #keepdistancestayconnected. This also contributed to campaign awareness among a bigger audience. All shared creations with #keepdistancestayconnected were posted on the landing page.
Branding: With this case, edding responded to the need of staying connected with each other. edding plead for the facilitation of this urge for expression in the form of online inspiration, stories and window templates; without direct sales intent. Brand promise and customer demand merged seamlessly. The combination of national media attention, the number of branded template downloads, enormous social engagement and the giveaway of 500 free marker sets contributed massively to the visibility and positive experience of the edding brand.