Case LUMENE ONSTAGE - OFFSTAGE

•

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Daniel Mälsjö

Nyheter24Gruppen case med LUMENE

KUND / KAMPANJ
MÅLGRUPP
BAKGRUND / BRIEF
KAMPANJLÖSNING
Lumene Finland / Onstage Offstage
Unga kvinnor
EFFEKT
Kampanjen fick stor spridning i sociala medier, och
Bloggarna postade extra inlägg på både blogg och
instagram om inspelningen av tutorials– vilket visar på
styrkan i kampanjupplägget.
• 17 blogginlägg, fem tutorialsartiklar på Modette,  
trestartsidesinlägg på blogg.se
• Fem bloggare med totalt över 60000 unika besökare
• 500+ tävlingsbidrag
• 10000+ spelningar på Youtube
Lumene har tidigare aktiverat sitt sponsorskap av Let’s
Dance digitalt genom Nyheter24-Gruppens kanaler. Nu
ville man förlänga ett sponsorskap av en dansföreställning
med samma dansare digitalt mot unga kvinnor.
För skönhetsvarumärken rekommenderar vi ofta
rörligt material, då makeup är starkt visuellt och
högintresseprodukter för målgruppen. Vi skapade
fem tutorialfilmer i vilka vi använde oss av dansarna
och våra bloggare – båda starka profiler – för att visa
sminkningarna. Filmerna spreds på ett högrelevant
sätt med bloggaktivering och native advertising,
samt genom Instagramteasers. Målgruppen lockades
genom en tävling till kampanjsidan på Lumene.se där
alla tutorials fanns samlade.

RÖRLIGT MATERIAL: TUTORIALS
https://www.youtube.com/results?q=lumene+onstage+oﬀstage

SPRIDNING: ADVERTORIALS OCH STARTSIDESINLÄGG

SPRIDNING: BLOGG- OCH INSTAGRAMINLÄGG

KAMPANJNAV: LUMENES TUTORIALSIDA

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Case LUMENE ONSTAGE - OFFSTAGE

1. KUND / KAMPANJ MÅLGRUPP BAKGRUND / BRIEF KAMPANJLÖSNING Lumene Finland / Onstage Offstage Unga kvinnor EFFEKT Kampanjen fick stor spridning i sociala medier, och Bloggarna postade extra inlägg på både blogg och instagram om inspelningen av tutorials– vilket visar på styrkan i kampanjupplägget. • 17 blogginlägg, fem tutorialsartiklar på Modette,   trestartsidesinlägg på blogg.se • Fem bloggare med totalt över 60000 unika besökare • 500+ tävlingsbidrag • 10000+ spelningar på Youtube Lumene har tidigare aktiverat sitt sponsorskap av Let’s Dance digitalt genom Nyheter24-Gruppens kanaler. Nu ville man förlänga ett sponsorskap av en dansföreställning med samma dansare digitalt mot unga kvinnor. För skönhetsvarumärken rekommenderar vi ofta rörligt material, då makeup är starkt visuellt och högintresseprodukter för målgruppen. Vi skapade fem tutorialfilmer i vilka vi använde oss av dansarna och våra bloggare – båda starka profiler – för att visa sminkningarna. Filmerna spreds på ett högrelevant sätt med bloggaktivering och native advertising, samt genom Instagramteasers. Målgruppen lockades genom en tävling till kampanjsidan på Lumene.se där alla tutorials fanns samlade.

2. RÖRLIGT MATERIAL: TUTORIALS https://www.youtube.com/results?q=lumene+onstage+oﬀstage

3. SPRIDNING: ADVERTORIALS OCH STARTSIDESINLÄGG

4. SPRIDNING: BLOGG- OCH INSTAGRAMINLÄGG

5. KAMPANJNAV: LUMENES TUTORIALSIDA