Title	WTF TWEETS FROM A POLITICIAN
Brand	DE OPVOEDINGSLIJN
Product/Service	PHONELINE-HELPCENTER
Category	B03. Use of Social Platform(s) in a Promotional 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
Veronique 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 Account Management
Eline D'haen	CD/V	Communication Advisor
Kathy Van Looy	Duval Guillaume	PR Manager
Ilse De Block	De Opvoedingslijn	Directrice

The Brief

There were two challenges: create more awareness about the existence of De Opvoedingslijn and achieve more phone calls and e-mails from concerned parents about their kids. We wanted parents in Belgium to (re)discover De Opvoedingslijn and the advice it offers them when it comes to raising a child.

Campaign Success

How did we do this? By taking over the Twitter account of Wouter Beke politician who has 3 kids of his own, who is very up to date and active on Twitter by posting very politically shaped articles and tweets. We made it look like one of his own children is posting really weird tweets on his Twitter account. The idea was simple and very relevant to our client who provides help and insights about the behavior of children and their use of social media nowadays. De Opvoedingslijn offers help and answers to questions about this exactly topic.

Describe the success of the promotion with both client and consumer including some quantifiable results

Only seconds after the first funny tweets went online, people started to retweet while asking questions or making fun of it. But it actually really exploded online when the second tweet was posted. Shortly after, major news/radio stations noticed these tweets and the funny tweets of Wouter Beke became a news topic. All national print press covered the incident the day after and the campaign was topic of the day. The incident was the talk of the town for two full days. Online, print, on radio and on national television. An average tweet from Wouter Beke reaches an interaction score of 60 (includes favorites, retweets, clicks on profile, clicks on tweets). The interaction score of our tweets reached an average score of 3,125. De Opvoedingslijn received 6 times more calls. Also their website gained 200% more visitors. Only six simple tweets multiplied the number of daily calls by six.

Explain why the method of promotion was most relevant to the product or service

Nowadays, social media are everywhere. We can share our thoughts at any given moment. And so do our children. This can have serious consequences. The behavior of children on the internet worries a lot of parents. De Opvoedingslijn -a hotline that offers advice for parents- wanted to address this issue.