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TSocial for Energy 360°: #TheWalkOfClimate on Facebook and Instagram
Initial situation
In mid-October 2020, Energie 360°, the Swiss provider of environmentally friendly energy and mobility solutions, launched the Züri energy film. Under the motto "The Walk of Climate", Zurich young people between the ages of 13 and 18 were called upon to present their ideas on climate protection in short films. The best spots will receive an award and will be shown as climate commercials in Zurich cinemas in 2021. The aim was to raise awareness of the project among the target group in order to inform them about the project and encourage them to participate.
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Implementation
20 Minuten and tSocial worked out a concept for the assignment, according to which the climate campaign was promoted in mid-October to mid-December 2020 in line with the target group via the in-house Instagram and Facebook channels of 20 Minuten and 20 Minuten Radio.
Additional senders of the message were generated via "Resurf," a network of topic-specific Facebook and Instagram accounts from tSocial, so-called verticals. Selected pages with a focus on the city of Zurich were used ("Just one more episode," "Züri, eusi chli Weltstadt," "Switzerland First").
Sponsored posts and video posts on Facebook as well as image and video stories on Instagram were used to promote the campaign. Animated gif stickers were also used as bonus elements for use in Instagram stories.
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Posts were played out dynamically so that the most efficient advertising media could be used more frequently.
Result
Over 1.3 million users were reached via the social media channels of 20 Minuten, 20 Minuten RADIO and the ReSurf network. Young people were primarily addressed via Instagram (Stories). Accordingly, more than 40% of the existing communities were reached via Instagram. With this push via the in-house social media portfolio, tSocial was able to generate additional attention for the climate action.
Responsible for the Energiefilm Züri Youth Contest at Energie 360° are: Rainer Schöne (Head of Communications and Politics), Daniela Mininni (Head of Corporate Communications).
Responsible at tSocial: Besiana Kajtazi (Commercial Manager), Eloy Martinez (Head of Social Media Advertising).
Implementation and coordination: brand agency THE BRANDPOWER, media agency Mediakanzlei