We Czechs have only been living in a free country for the past 30 years. Our parents experienced communist totalitarianism, our grandparents and great grandparents Nazi murder and the horrors of the world wars. Over time, we have gradually forgotten the heroes who gave their lives for their country and for our freedom. And for this reason, we have joined the Heffron brand of rum and created a two-part content campaign aimed at reminding the Czech nation of our long road to freedom.
In the first of two Natives , we focused on the long-forgotten journey of the heroes of the First World War. The ship named Heffron conveyed the last Czechoslovak legionnaires whose stories we told in the content. We supplemented the article with video and audio samples from journals as well as letters that some of the legionaries had sent home. We’re doing this to introduce life back then as faithfully as possible, and to revive the stories of those whom the Nazis, followed by the Communists, had tried to erase from history.
In the second part of the series entitled The Turbulent History of our Country, we recalled the heroes of our country who sacrificed their lives for the freedom of our nation. We reminded ourselves of the fateful years of the 20th century, which for our country meant either a step towards freedom or towards oppression and suffering. We augmented the content with period photographs, audio and interactive quizzes so that readers could put themselves in the shoes of some of these heroes.
In both campaigns, we tracked the time spent with content as an indicator of the given content’s attractiveness to its audience. Other key metrics were the number of unique readers and the number of click-throughs on the client’s website. In the A Long-forgotten Road to Freedom campaign, we also trackedthe number of video views that are part of Native.
We placed articles on Seznam Zprávy [Seznam News] and other websites under the Seznam heading. We created dozens of combinations of teasers that we distributed across Seznam, and then optimized them to meet the campaign goals.
Whether you want to promote a service or a product, just make it interesting. Grab the customer’s attention and serve them quality content. Not sure how to do it? In Brand Studio, we never shy away from big challenges. Reach out to us and we will be glad to assist you: SeznamNative@firma.seznam.cz.
About the client Notino is the largest perfume and cosmetics e-shop in Europe, and has been on the Czech market since 2004. Since then, the company has gradually become one of the strongest online players in the beauty sector in Europe. Notino is currently active on 27 European markets. It is an authorised partner of …
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