Hi (KPN): Hi #passed

This case study describes how Dutch telecoms brand KPN - Hi used personalised congratulatory raps to improve its positive sentiment scores among young people.

Hi (KPN): Hi #passed

Objective of the campaign

Because this target group in particular is increasingly dismissive of advertising and commercial messages the brand has to constantly innovate its contact strategy in order to maintain a favorable brand position. With the rise of video in social media usage by this target group we wanted to affirm our leadership position in mobile messaging solutions.

Also we saw an increased impact of social media conversation on brand kpi's such as likeability, awareness and preference. The telecom industry in The Netherlands is notorious for having a low positive online sentiment. Partly due to...

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