Everyone has a say: social media campaign for Dutch Week
From Limerick competitions to creative writing workshops and from chat cafes to chat festivals for non-Dutch speakers: the Week of Dutch is annually full of activities and shows how much fun our language is. For young and old, native and non-native speakers, enthusiasts and professionals. You’ll want to be there! You just have to know that the Week is coming up. Leave that to The Wolves.
Approach: Everyone has a say
We created a social media campaign that was entirely devoted to the existing slogan: Everyone has a say. Each week a different language theme was addressed, from funny children’s sayings to favorite words and very Dutch sayings. In addition to stimulating content, we also developed short films in collaboration with Dutch celebrities and a Fleming. Writer Aaf Brandt Corstius, singer-songwriter Gerson Main and journalist Peter Vandermeersch told their language anecdotes and gave the go-ahead for viewers to share their stories too.
The result: social media boost
During the campaign period from September through October, the organic reach on social media rose by an average of 400%. Paid promotions gave the Dutch Week social media channels an extra boost; the average number of reactions to the messages rose by 500%. Mission accomplished!
"During the project for the Week of Dutch, a number of our (many) passions came together: language, social media and working with influencers. The strategy went beyond just creating appealing content: we wanted to generate interaction. By using different formats, the conversations started and the reactions flooded in. From funny propositions to technical language mistakes, provided by recognizable faces in the world of words. This not only had a positive effect on the reach of the Week of Dutch Facebook page, but also created engagement among new and existing followers."
Chantal Verhoeven, public relations consultant
