Our national campaign promotes a better understanding of the challenges faced by the Belgian Energy Pact
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Brief
The Belgian government asked Reed to come up with a campaign to raise awareness of the challenges faced by the Energy Pact.
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Solution
We looked at Belgians’ questions about climate change and what the government is doing about it and came up with a mobile and social media campaign.
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Results
More than just set up a simple campaign. We created a simple, digestible content platform to promote a better understanding of climate issues in Belgium.
Strategy
Simplify without being simplistic: a pretty big challenge within a generally divisive context.
Global warming is a divisive topic that inspires people to take action. Already during the initial analysis phase, however, it became apparent that many people still do not really understand the challenges governments face. Even we ourselves didn’t have a clear understanding of the situation. It therefore seemed important to aim the campaign towards a better understanding of the ‘basic’ elements from the outset.
We wanted to collate the questions being asked by Belgian residents right now. The questions were grouped into 4 main sectors, like the Energy Pact:
From the very outset, our intention was to collaborate with a reliable partner who already understood the concept of disseminating these complex questions. This is why we chose
GoodPlanet Belgium, a Belgian non-profit whose members, all Belgian, already had school teaching experience.
Content Strategy
Thanks to this partnership, we were able to create readable, digestible answers to the questions, even on a mobile phone or on social media.
Every question became a potential landing page with the aim of creating a range of answers all easily found on Google, while of course also strengthening visibility thanks to a digital media plan for social media.
Additionally, we gathered further questions and collaborated with a well-known university professor to produce around a dozen videos of answers to questions about energy.
Social Media
A campaign optimized for social media
One of the biggest challenges of our strategy was splitting the subjects into micro content to make them digestible, ‘mobile-friendly’, and eye-catching from the first few seconds, while respecting current social media codes.
This approach made it possible to reach 600,000 people in Belgium and generate several million views on social media.
For example, we opted for a square-only, subtitled format, optimised for social media and mobile, in French and Dutch.
Web platform
Content centralisation is also done with the help of a ‘mobile first’ platform. The ‘questions/answers’ interface has been designed to resemble a conversation, similar to WhatsApp.
We included a very quick search system, but also interactive onboarding and unobtrusive page transitions, all to achieve a fluid, coherent user experience.
Discover the campaign
The platform is now very well referenced on many climate change-related questions. This campaign therefore has significant long-term value, making it a less transient communication than is generally offered in digital marketing.
In our opinion, what made this campaign a success was the short-term vision for social media and its long-lasting effect, which made it possible to obtain organic visibility in search engines thanks to the inclusion of long-tails.