{"id":34375,"date":"2021-03-18T11:25:30","date_gmt":"2021-03-18T11:25:30","guid":{"rendered":"https:\/\/essencius.dk\/portfolio-items\/open-to-better\/"},"modified":"2023-01-17T13:00:06","modified_gmt":"2023-01-17T13:00:06","slug":"open-to-better","status":"publish","type":"avada_portfolio","link":"https:\/\/essencius.dk\/no\/portfolio-items\/open-to-better\/","title":{"rendered":"Coca-Cola Open To Better"},"content":{"rendered":"\t\t
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Open To Better<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Oppgave<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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2020 har satt dype spor hos alle \u2013 p\u00e5 godt og vondt. Form\u00e5let med Open To Better-kampanjen (OTB), var \u00e5 dele personlige opplevelser fra tiden under korona-nedstengingen, l\u00e6re av hverandre og inspirere til positiv forandring \u2013 v\u00e6re #OpenToBetter.<\/span>\u00a0<\/span><\/p>

Nye bokser med positive sitater p\u00e5 pakningen ble klare og Coca-Cola \u00f8nsket en fremtredende influenser- og PR-kampanje i Danmark. Vi sto klare! Det var Coca-Colas f\u00f8rste kampanje p\u00e5 \u00e5tte m\u00e5neder og v\u00e5r anbefaling var derfor at kampanjen skulle starte med stil p\u00e5 den f\u00f8rste dagen i 2021.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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L\u00f8sning<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Personlig historier fra 45 <\/span>influen<\/span>s<\/span>er<\/span>e<\/span>, en landsdekkende analyse som avsl\u00f8rte danskenes mest popul\u00e6re korona-forsett og en kampanjeside som tilb<\/span>a<\/span> eksperthjelp til \u00e5 sette ord og bilder p\u00e5 personlige m\u00e5l og dr\u00f8mmer ble de tre hovedpunktene til kampanjen. I tillegg kom det sentrale tiltaket til kampanjen \u2013 sitater fra dansker direkte p\u00e5 Coca-Cola boksene.\u00a0<\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Danskenes mest popul\u00e6re korona-forsett p\u00e5 Coca-Cola bokser\u00a0<\/span><\/b>\u00a0<\/span><\/p>

Vi arbeidet med en PR-strategi med fokus p\u00e5 \u00e5 skape omtale i b\u00e5de landsdekkende, regionale og lokale, livstid- og fagmedier.\u00a0<\/span>\u00a0<\/span><\/p>

For \u00e5 skape et sterkt budskap for PR-kampanjen foretok vi en YouGov-analyse som kunne avsl\u00f8re hva danskene \u00f8nsket \u00e5 endre i livet sitt, og hva de ville ta med seg ut p\u00e5 andre siden av et utfordrende korona-\u00e5r.\u00a0<\/span>\u00a0<\/span><\/p>

De mest popul\u00e6re korona-forsettene fra analysen ble skrevet p\u00e5 boksene slik at danskene kunne bli minnet p\u00e5 hva de selv \u00f8nsket \u00e5 gj\u00f8re annerledes det kommende <\/span>\u00e5r<\/span>et. Ved \u00e5 trekke ut regional data kunne vi se hvilket korona-forsett som var mest popul\u00e6rt i de forskjellige landsdelene, og dermed kunne vi segmentere PR-handlingene b\u00e5de regionalt og lokalt.\u00a0<\/span>\u00a0<\/span><\/p>

Influenseres personlige korona-historier\u00a0<\/span><\/b>\u00a0<\/span><\/p>

Vi valgte n\u00f8ye ut 45 micro- og macro-influensere som delte sine personlige historier og erfaringer fra tiden under korona. Dette skjedde p\u00e5 den f\u00f8rste dagen i det nye \u00e5ret, i og med at dette er den dagen der flest tenker over \u00e5ret som har v\u00e6rt og \u00e5ret som kommer. Dagen man setter m\u00e5l for det neste \u00e5ret. Influenserne skrev deres personlige korona-forsetter direkte p\u00e5 boksens blanke felt med en oppfordring til at deres f\u00f8lgere skulle gj\u00f8re det samme og deretter dele det, sammen med kampanjens hashtag.\u00a0<\/span>\u00a0<\/span><\/p>

Eksperthjelp og vision boards p\u00e5 kampanjesiden\u00a0<\/span><\/b>\u00a0<\/span><\/p>

Vi utviklet en kampanjeside der alle kunne finne eksperthjelp til \u00e5 arbeide konstruktivt og kreativt med \u00e5 f\u00e5 klarhet i egne m\u00e5l og dr\u00f8mmer for 2021. Og ikke minst, finne veien til disse m\u00e5lene. Vi gjorde det mulig for alle \u00e5 skape sine egne vision boards for 2021. I samarbeid med en psykolog utarbeidet vi ogs\u00e5 tips og triks til hvordan man kan sette seg m\u00e5l og n\u00e5 dem. Flere influensere deltok ved \u00e5 vise frem sine vision boards.\u00a0<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Resultater<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Essencius skapte en kampanje med stort engasjement fra b\u00e5de influensere og dansker generelt. Kampanjen n\u00e5dde et bredt geografisk og demografisk publikum.<\/span>\u00a0<\/span><\/p>

Influenser-delen av kampanjen sikret et samlet bruttorekkevidde p\u00e5 <\/span>+7 millioner<\/span><\/b>. <\/span>86% <\/span><\/b>av alle influenseres posts hadde h\u00f8yere rekkevidde enn deres gjennomsnittlige innlegg, og en <\/span>engagement rate p\u00e5<\/span><\/b> 6,77.<\/span><\/b>\u00a0<\/span><\/p>

49 omtaler ble publisert i danske medier og vi sikret en ROI faktor p\u00e5 +7. 100% av omtalene nevnte analysen og hele 86% av omtalene inneholdt produktbilder.\u00a0<\/span>\u00a0<\/span><\/p>

Vi sikret bred omtale i nasjonale dagblader, fagmedier og livstilmedier, og regionale og lokale medier kunne avsl\u00f8re hvilke av korona-forsettene som var mest popul\u00e6re i regionen. Videre ble de lokale influenserne som var en del av Open To Better-kampanjen sitert av lokale medier.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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SKAL VI SNAKKE?<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Har du en utfordring, innenfor influencer marketing som vi skal hjelpe med?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tKontakt oss<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Open To Better Oppgave 2020 har satt dype spor hos alle \u2013 p\u00e5 godt og vondt. Form\u00e5let med Open To Better-kampanjen (OTB), var \u00e5 dele personlige opplevelser fra tiden under korona-nedstengingen, l\u00e6re av hverandre og […]<\/p>\n","protected":false},"author":1,"featured_media":33045,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"portfolio_category":[272,273,274,275,276],"portfolio_skills":[],"portfolio_tags":[277],"class_list":["post-34375","avada_portfolio","type-avada_portfolio","status-publish","format-standard","has-post-thumbnail","hentry","portfolio_category-b2c-no","portfolio_category-brand-activation-no","portfolio_category-influencers-no","portfolio_category-pr-no","portfolio_category-social-media-no","portfolio_tags-brand-activation-no"],"acf":[],"yoast_head":"\nCoca-Cola Open To Better - Essencius<\/title>\n<meta name=\"description\" content=\"Nye d\u00e5ser, med positive citater p\u00e5 emballagen, skulle aktiveres, og Coca-Cola \u00f8nskede at g\u00f8re dette ved hj\u00e6lp af en storstilet influencer- og PR-kampagne i Danmark. 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