Online campaign Nationaal Comité 4 en 5 mei

Every year on 4 May, the Netherlands commemorate their victims of war. On 5 May we celebrate our freedom. With theatre, music, food, lecture, poetry and other art forms, Nationaal Comité 4 en 5 mei offers direction for remembering and commemorating the atrocities of war and celebrating freedom. 

In my role as an online campaign strategist, I developed a social media and content strategy. As usual, I started off with a kick-off workshop with the communication team to gather the necessary insights, sentiments and valuable contacts. The next step was a meeting with agency KesselsKramer, to make sure our campaign was brand consistent. In a brainstorm that followed, we came up with a strategy around the three pillars: branded, curated and user generated content. 

For our branded content, we posted statements on freedom on a daily basis on Facebook, Twitter and Instagram. These statements provided food for thought, for instance "Freedom lets you be who you are","Freedom is in the small things" and "Freedom is of all generations".

We also asked a group of illustrators to make an artistic interpretations of these statements. We posted the statement and the illustration on the same day. They were shared hundreds of times, putting the subject on the collective agenda in an empowering, artful way.   

Some campaign highlights:

  • The best Facebook post was seen by over 200,000 people.
  • There were tweets and Instagram photos from influencers such as Sunnery James & Ryan Marciano (ambassadors), Guus Meeuwis and Ali B.
  • 10% more likes on Facebook.
  • 10% more followers on Twitter. 
  • 70% more followers on Instagram.
  • €0 spent on social media ads.