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Pohl-Boskamp is a German family-run pharmaceutical company. We were commissioned to increase brand awareness for NYDA express, a new lice repellent for children, in the social web. For us, this order represented a real challenge: How could an anti-parasitic be communicated in an appealing and content-driven way? For the campaign, we worked with nine high-reach family bloggers who have succeeded in gaining the trust of their readers. We created a special event for them, inviting them, together with their children, to a small farm near Hamburg.
We took over the conception as well as the planning of the blogger event, at which the focal point for the influencers was the shared experience with their families. At the same time, the bloggers could obtain first-hand information about the family company and the special features of the new product, NYDA express. The event went down extremely well with everyone. The bloggers then wrote articles in which they reported individually and authentically on their experiences with the brand. The contributions and several postings on the social media channels reached approximately one million users.
The location and food were great! And never before has there been such great childcare at an event. Normally your child is back at your side again after ten minutes complaining about something or other. I hardly saw my daughter during the whole three hours I was there. The programme was great. During the course of 20 minutes, we discussed everything about NYDA. You knew exactly how to respond to the wishes and special requirements of the family bloggers.
It was a really, really great event! A wonderful location and a really great programme! My daughter didn't want to go home, and told everyone at the kindergarten about it. Really great. And when the children are relaxed, parents can relax too, so I was able to really enjoy the day as well. It was really informative, including a lot of stuff I didn't know before. THANK YOU!
It was definitely one of the best parent-and-child events. Actually, it was by far the best. It was well organised. The location was perfect for the children, the food was good and there was plenty of it, and the programme was relaxed and not overloaded. Thumbs up for the latter, because unfortunately that is often a point of criticism.