Tone of Voice
Posted: Sun Apr 06, 2025 8:55 am
In a period of two months, the challenge yielded no less than €38,394 PR value . In the context of creating awareness, this publicity is an additional advantage for Vodafone. They could also have purchased this media attention for €38,394. However, purchasing media attention through traditional channels is less effective with young people. PR value is a good benchmarking indicator if awareness is your main campaign goal. This allows Vodafone to compare this campaign with their other influencer campaigns, such as their first campaign on Snapchat with influencer Rutger Vink or their more recent campaign Get The Flow .
In addition to this PR value, Vodafone achieved a positive publication in NRC and a mention in Algemeen Dagblad with Get Owned. There was a peak in numbers in the first week because the challenge started. The media mention in AD achieved the highest PR value with €13,796. They were the topic of the day in many game columns, blogs or vlogs. All this media attention ensured a reach of no less than 1.2 million people.
If we zoom in on the messages, we see that Get Owned Vodafone was predominantly written positively. fax lists The keywords 'Get Owned', 'Vodafone', 'YouTube', 'mansion', 'gaming' and 'brotherhood' characterize the messages. In total, only 2% was written negatively. This mainly concerned the competitive struggle that was described. The vloggers Fifalosophy and CromoTag were the most popular in the messages.
Make the most of your influencer campaign
What can we learn from this campaign?
1. Make the trade-off between control and freedom
Where Vodafone has found a strong balance between control and freedom, this is still a search for many companies. How much freedom do you give an influencer and where do you keep control? Influencers are often young, so do give them a briefing. Give them frameworks but leave them free within those frameworks.
2. Choose the right influencers for the target group
The choice of influencers is also important for the success of your campaign. Because Vodafone has a good picture of which influencers appeal to the target group, they know how to make the right matches. They often combine this with 'regular' consumers to make it accessible. A nice combination for which a lot of data is available.
3. Make your campaign transparent using data
With data from media monitoring you can gain insight into which influencers are active within your target group. Finally, evaluate your campaign to make the next campaign stronger. This way you make every campaign the best.
I'm curious how you use data to continuously improve your influencer strategy.
In addition to this PR value, Vodafone achieved a positive publication in NRC and a mention in Algemeen Dagblad with Get Owned. There was a peak in numbers in the first week because the challenge started. The media mention in AD achieved the highest PR value with €13,796. They were the topic of the day in many game columns, blogs or vlogs. All this media attention ensured a reach of no less than 1.2 million people.
If we zoom in on the messages, we see that Get Owned Vodafone was predominantly written positively. fax lists The keywords 'Get Owned', 'Vodafone', 'YouTube', 'mansion', 'gaming' and 'brotherhood' characterize the messages. In total, only 2% was written negatively. This mainly concerned the competitive struggle that was described. The vloggers Fifalosophy and CromoTag were the most popular in the messages.
Make the most of your influencer campaign
What can we learn from this campaign?
1. Make the trade-off between control and freedom
Where Vodafone has found a strong balance between control and freedom, this is still a search for many companies. How much freedom do you give an influencer and where do you keep control? Influencers are often young, so do give them a briefing. Give them frameworks but leave them free within those frameworks.
2. Choose the right influencers for the target group
The choice of influencers is also important for the success of your campaign. Because Vodafone has a good picture of which influencers appeal to the target group, they know how to make the right matches. They often combine this with 'regular' consumers to make it accessible. A nice combination for which a lot of data is available.
3. Make your campaign transparent using data
With data from media monitoring you can gain insight into which influencers are active within your target group. Finally, evaluate your campaign to make the next campaign stronger. This way you make every campaign the best.
I'm curious how you use data to continuously improve your influencer strategy.