A Belgian public service
Internal communications analysis
Internal communications analysis
360°-campagne Facebook Community City Guide
After COVID shocked our economy, the local entrepreneurs in Rotterdam could use a restart boost. That’s why we designed the Community City Guide for Facebook, the first Dutch city guide made in cooperation with local Facebook groups and their admins. An extensive campaign (including press lobby and OOH) showcased the value of Facebook for small businesses.
Popularity of the City Guides skyrocketed, and the small business owners saw an immediate increase in demand for their products. Happy entrepreneurs, happy Facebook, happy Rotterdam!
CHALLENGE
Showcase Facebook's value
Facebook’s value for small businesses is often underestimated. Before, during and after the lockdown, business owners used Facebook to reach both existing and new customers. Based on the business and community building tools that Facebook provides, we set off to change its brand perception with the Facebook City Guide. The guide’s goal was to draw the public spotlight to small businesses and their owners. And at the same time to help Rotterdam’s inhabitants and visitors to rediscover the city.
STRATEGY
A platform for local small business owners
Lots of entrepreneurs successfully use Facebook. But that mostly happens in closed communities, invisible to the greater public. That’s why we asked eight small business owners and their communities to step out of the shadows. A real life city guide gave them a platform to present their stories, shops and products. A national campaign amplified their message. The campaign included:
- An extensive press lobby using the entrepreneurs’ products, and a press event with speed dates between the business owners and journalists.
- An OOH campaign in the city center with large posters featuring proud Facebook group admins.
- A cooperation with tourist organization Rotterdam Partners.
- An extensive Facebook campaign.
- "Recommended by the Facebook Community City Guide” stickers on the front doors of all eight entrepreneurs.
IMPACT
National image boost
With over thirty high-quality articles in tier 1 media, we reached over 13 million people. The business owners were overwhelmed by positive reactions. They saw a huge increase in the demand for their products and services. The City Guide itself sold out in days. The campaign’s success boosted Facebook’s image in the Netherlands.
Icing on the cake: our project was nominated for a SABRE Award and made the top 3 in the Consumer & Electronics category at the European Excellence Awards.
Can your brand benefit from public attention and a positive twist in brand perception?
