Minimal budget, daring goal
The bank has promoted the campaign with a minimal budget and mainly via social media and Rabobank Utrecht's own channels. The objective of the first film was to generate 2,500 views within two weeks; this was achieved in three days. The number of views may seem small, but this is a local initiative. Moreover, if you assume that Utrecht has around 68,000 students (HBO & WO), then a target of say 4% is quite a bold one.
Hottest student house
Facebook turned out to be the biggest driver (almost half of the number of views), the belarus mobile phone number list local Utrecht online newspaper DUIC also provided many views with an advertorial. What do you expect with a daring headline like: 'Take a look inside the sultriest student house in Utrecht'? The counter is now at over 4,800 views: about 7% of the Utrecht student population.
The second video has been online for three weeks now and has generated 2,300 views. Rabobank Utrecht hopes to exceed 3,000 views with a more dynamic video – including its own dance track! That sounds modest, but marketing manager Paul-Peter Fransen of Rabobank Utrecht says: “It is not necessarily the case that each subsequent video attracts more unique visitors. It remains a continuous challenge to combine the problem, the solution, the soap format and the recognisability & relevance for each video. The length of each video is always a topic of discussion. The third video, for example, is 20 seconds shorter. And expected to be more powerful,” says Paul-Peter.
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Learnings: How do you keep the follow-up episodes newsworthy?
That Case Nova is not a foregone conclusion is evident from the results of the second film, which lag behind the first. After evaluation, Rabobank Utrecht has drawn five lessons from this:
1. The news value compared to the first film is less, which is why local student media did not pick up the second episode as well. The lesson? Keep in mind that the sequel of a film does not automatically yield the same number of hits. The bar is higher for the successor and a new angle is needed if you want to get attention from the media again.