Case: A5 | (Un)Successful campaigns

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Top or flop?

15-08-2024 397 views 0

A5 | (Un)Successful campaigns

You can certainly say that the collaboration between Interpolis and artist Snelle has proven to be an extraordinary success.

The casus
Did you know? Distraction plays a role in 68% of traffic accidents. For a Dutch insurer like Interpolis, it made sense to address this issue.

The concept
In collaboration with the artist Snelle (to positively influence the credibility of the campaign) and after discussions with traffic accident victims due to phone use while cycling, the song “Smoorverliefd” was created.

Check the making-of.

The result
Over 1 million streams for Snelle and Interpolis, and 3 million views on YouTube in just two weeks. Additionally, Interpolis launched the app PhoNo, which makes phone use on the bike impossible. To encourage its use, Interpolis offered a performance by Snelle to young people who persuaded their friends to use the app during every bike ride.

We are curious:

Do you know other successful examples like this?
And do you remember a flop that was less successful?

Tags:

influencer marketing

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Assignments for students

Like Interpolis x Snelle, there are many strong examples where Influencer Marketing is key.

What to do?

1. Which 2-4 other examples do you consider to be great successes? For each example, explain why it was successful by addressing the following questions:

The case (what problem needed to be addressed or resolved?)
The concept (describe the campaign in a nutshell)
The result (why did this prove to be successful?)

2. Additionally, we are interested in a campaign that has flopped. What do you think has failed miserably? For the flop, explain why it was not successful.

Criteria

1. Number of examples

Pass: The student provides the minimum number of examples: 2 successful campaigns and 1 flop.
Merit/Distinction: The student provides over 2 relevant examples that fit the task well and 1 flop.

2. Understanding the examples

Pass: The student gives basic information about each campaign.
Merit/Distinction: The student explains each campaign clearly, mentioning problem, idea, and result.

3. Depth of analysis

Pass: The student gives a simple explanation of why the campaigns did or didn’t work.
Merit/Distinction: The student gives a detailed explanation , with a few reasons.

Core assignments for students

Discover whether you master the essence of this case by completing the corresponding core assignments. If necessary, you can share your answers with your teacher or supervisor.

A5 | (Un)Successful campaigns

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Enter the first and last names of all group members

1. Which campaign do you consider to be great success? And why?*

Mention brand or campaign title; it helps if you include a url. Explain in your own words why the mentioned campaign example was successful by addressing ‘Problem', ‘Idea' and ‘Result’.

2. Which campaign do you consider to be great success? And why?*

Mention brand or campaign title; it helps if you include a url. Explain in your own words why the mentioned campaign example was successful by addressing ‘Problem', ‘Idea' and ‘Result’.

3. Which campaign do you consider to be great success? And why?

Mention brand or campaign title; it helps if you include a url. Explain in your own words why the mentioned campaign example was successful by addressing ‘Problem', ‘Idea' and ‘Result’.

4. Which campaign do you consider to be a flop? And why?*

Mention brand or campaign title; it helps if you include a url. Explain in your own words why the mentioned campaign example was NOT successful.

Assessment Criteria | Number of examples

Do you think your work meets the following criteria? (Check what applies)

Pass - Provides 2 successful campaigns and 1 flop.

Merit/Distinction - Provides more than 2 relevant successful campaigns and 1 flop.

Assessment Criteria | Understanding

Do you think your work meets the following criteria? (Check what applies)

Pass - Basic information about each campaign is provided.

Merit/Distinction - Campaigns are clearly explained with mention of problem, idea, and result.

Assessment Criteria | Depth of analysis

Do you think your work meets the following criteria? (Check what applies)

Pass - Simple explanation of why the campaigns worked or didn’t work.

Merit/Distinction - Detailed explanation with multiple reasons.

Do you want to add any other information, relevant relevant to this assignment? If so, keep it short.

Recommended by teachers

Brainstorming | Group activity

A clear problem definition marks the starting point.

In each group, one student will note down the reactions, ideas, views, etc. of the others. The various opinions are not dealt with in any depth.
After a while, the group discusses the proposed solutions and picks out the best of these.
The various ideas are grouped conventionally in an easy-to-understand web diagram.

Case method | Cooperative learning

Concrete, realistic situations are individually analysed; afterwards, the resulting vision is presented and discussed in the group.
The individual’s vision is reappraised after seeking additional information. The different visions are selected and appraised.

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Edvard Spaapen

Editor of content during development stage