Advertiser: JAMIN
Agency: JWT
Category: Best use of Social Media Marketing in a Promotional Campaign
Art Director: Jeena van der Heul (JWT Amsterdam)
Designer/Illustrator: Kyoko Takeshita (JWT Amsterdam)
Interaction Designer: Sergio Cordeiro (JWT Amsterdam)
Art Director: Yente Jansen (JWT Amsterdam)
Producer: Elisah Boektje (JWT Amsterdam)
Copywriter: Barry Bol (JWT Amsterdam)
Executive Creative Director: Bas Korsten (JWT Amsterdam)
Client Brief Or Objective
Jamin, the oldest candy store in Holland is very well known but slightly out of touch with the youth of today. They wanted to reconnect with their target audience in a fun and simple way.The brand was looking for new relevance because fewer people who know how to find the shops, and as their webshop is growing, we've chosen to build around this strong online presence and build an activation around Sinterklaas, the Dutch version of Santa Claus, who visits Holland by boat. Where children receive chocolate letters, get presents and everyone writes Sinterklaas poems.
Implementation
We gave everyone the chance to write a delicious ChocoTweet, a Sinterklaas poem of up to 140 characters. Online we created a special Chocolate letter font typewriter with which you could write your ChocoTweet and share it with friends and followers. The most popular ChocoTweets were rewarded with their poem in real, tasty chocolate letters.
Relevancy
We used the chocolate letters as a tool and as an incentive, placed it in a social context by letting the participants write Tweet-size poems and making it easy for participants to share them via their own social channels.Sinterklaas was the perfect moment to claim the authority as Jamin being the best store to buy your candy in the Netherlands. To prove this, we built a campaign using the main product during the Sinterklaas period, the chocolate letter.
Outcome
We didn't bought in any media display. So together with an intensive conversation management program in which we pro-actively got in touch with the target audience, 1,888 Chocotweets got created, 156,986 people were reached on Twitter and 926,603 people on Facebook. All this was done in two weeks.