VORM DC/FORM TC - MORE RESPECT FOR HOUSEKEEPERS CSR CAMPAIGN

CHALLENGE

Our client, Vorm DC, is a sectoral training fund, mainly working on the development of training for the service sector in the various regions throughout Belgium. It wants to raise awareness among Belgian families to show respect for their housekeepers.

Our brief was to develop a communication campaign to reach the target group (Belgian families). We had to ensure that a strong enough angle was used to create news value that would facilitate maximum exposure across all relevant communication channels.

 

UPR’s APPROACH

UPR developed a media and influencer campaign with a sound mix of content, image and emotion to speak to the chosen audiences through the selected media. We firstly developed a strategy based on the results of focused market research, testimonials and key ambassadors, identified to serve as influencers, to leverage the credibility of the campaign. In this process we collaborated with Belgian celebrities, Pascal Braeckman (NL) and Julien Lapraille (FR), to create humorous yet striking videos to support the campaign in a visually pleasing and entertaining way.

We then developed a content strategy with 360°-communication approach based on effective media and influencers relations to get the campaign’s key messages out creatively, yet fast and effectively.

 

EXPERTISE

We harnessed our skills and expertise in media and influencer relations and our broad network of artists, media and influencing celebrities to research and develop a target audience profile. Armed with these outcomes, we created interesting, newsworthy and relevant content that was both striking and humorous in this particular services sector to address a large, primarily female, audience.

This was then delivered to the selected media, supported with visual content to drive the campaign.