Helping the world become less salty.
Background
A year into Nierstichting’s “Goed of Zout” campaign, which included an educational quiz and shared health tips and recipes through the “Lekker gezond” magazine, we were brought on board to inject new strategic and creative energy into the initiative.
Approach
Using our formula (Insight × Creativity × Reach = Result), we improved the existing campaign by launching a miniseries featuring Nierstichting ambassador Sandra Ysbrandy. This series addressed the problem of high salt intake with three videos, each transforming a traditionally high-salt dish into a healthier, low-salt version. We also revamped the “Goed of Zout” quiz to boost user interaction and optimize lead generation. By developing three different variants, we gathered key insights to effectively maximize conversion rates.
Result
The campaign was a sweet success. We not only met, but greatly exceeded our initial goals, generating four times the expected number of leads. Many people watched the videos all the way through. This high engagement reduced the CPM rates, allowing us to reach even more people effectively and efficiently.
