Title	WTF TWEETS FROM A POLITICIAN
Brand	DE OPVOEDINGSLIJN
Product/Service	PHONELINE-HELPCENTER
Category	C02. Use of Social in a PR campaign
Entrant Company	DUVAL GUILLAUME Antwerp, BELGIUM
Advertising Agency	DUVAL GUILLAUME Antwerp, BELGIUM

Name	Company	Position
Dries De Wilde	Duval Guillaume	Executive Creative Director
Koenraad Lefever	Duval Guillaume	Executive Creative Director
Véronique Sels	Duval Guillaume	Executive Creative Director
Jeremie Goldwasser	Duval Guillaume	Copywriter
Ad Van Ongeval	Duval Guillaume	Art Director
Tine Van Hasselt	Duval Guillaume	Account Executive
Louis Gheysens	Duval Guillaume	Account Manager
Patrick Clymans	Duval Guillaume	Head of Accountmanagement
Kathy Van Looy	Duval Guillaume	PR Manager
Eline D'haen	CD/V	Communication Advisor
Ilse De Block	De Opvoedingslijn	Managing Director

The Campaign

De Opvoedingslijn is a helpline which provides advice to parents with educational questions. As a parent you can call or write an e-mail. The goal of this campaign was to raise awareness around the De Opvoedingslijn and achieve more phone calls and e-mails from parents that have concerns about their children. De Opvoedingslijn wanted to address the online behavior of children. This is a main concern of many parents nowadays. The campaign took place on Twitter. We took over the Twitter account of Wouter Beke, a popular politician (who has over 22.000 followers, which is a lot for Belgium). Beke has 3 kids and is very active on Twitter. He regularly tweets political articles. We started posting tweets on his account that were quite childish, and could never be his own. Fully focused on media and journalists we posted these tweets one after the other very quickly, so it would become clear that it was probably one of his kids that took the phone and started tweeting. We did not leak to the press in advance, to keep things credible.

The Brief

The goals and the objective of the campaign was to get the attention of the public and especially the media, because we wanted the message to be spread across all media: online, radio, television, print, social media.

Execution

The medium that we used for this campaign was the Twitter account of Wouter Beke. We prepared the whole stunt via a very detailed scenario. This scenario included: the tweets, hash tags, emoticons, images, etc. But next to the content of the messages we also prepared in detail the timing of the posts, and the press release. The press release was sent immediately after the reveal of the stunt. Next to all this we also took into account the fact that it would be most credible if we started posted at a time that children are still home and the parent can leave his phone unattended + media outreach is best between 7 and 9am because morning radio shows have the largest audience. When a radio station covers an item in the morning, this item usually lives throughout the day.

An average tweet from the politician reaches an interaction score of 60 (includes; favourites, retweets, clicks on profile, clicks on tweets). The interaction score of our tweets reached an average score of 3,125. Total tweet interaction of these 6 tweets: 17.926 Total retweets of these 6 tweets: 1096 5 radio station mentioned the incident and had a live interview with the politician about De Opvoedingslijn that Tuesday morning All national print press covered the incident the day after and the campaign was topic of the day (over more than 30 articles) De Opvoedingslijn received 6 times more calls. Their website gained 200% more visitors. Advertising value was set on €950.000 It lived for two days: the first day online and on television and radio, the second day in print and also again on television when the stunt was featured as a question in a quiz.

The Strategy

The target audiences of our client are parents with children of all ages. More specifically parents who have questions about the online behavior of their children. Most of these parents spend a lot of time on the internet and on social media themselves. As the campaign went viral, it became one of the news topics of the day in mass media and we reached a lot of non-internet-minded parents too.