Guest of De Volkskrant
De Volkskrant is the official partner of leading cultural events like theatre festival Parade, Dutch Design Week, IDFA and IFFR. With that in mind, the newspaper asked HAGENS to reach a new, younger audience.
In order to highlight the Volkskrant’s consumer guidance and highly interesting cultural supplements to this critical audience, we came up with the creative concept ‘Guest of the Volkskrant’: an editorial content series featuring culturally savvy influencers with a large online following each visiting one of the cultural events. Their experience, enthusiasm and recommendations are then published in the paper.
Very naturally, the influencers’ followers were introduced to the Volkskrant-as-guide. New and young readers came into contact with the paper in a relevant way.
- Unique reach of 5.4 million people with the editorial series in 2016
- A collaboration of six consecutive years in which HAGENS successfully created awareness of the Volkskrant’s cultural guidance with the help of influencers
Campaign film: New Amsterdam Film Company