How a redesigned logo has conquered the Social Web
Whilst redesigning Neckermann’s logo, we developed a cross-media campaign in which the new Sunny Heart became the core message and emotionalised the brand on the Social Web.
A heart for Neckermann
In 2016 Neckermann Reisen took a big step – the logo redesign. To undertake the project, a Germany-wide, cross-media campaign was launched around the new Sunny Heart. In order to address the young target group, we implemented an influencer campaign focusing on half a million yellow heart balloons. A total of 15 influencers from the travel, lifestyle and photography sectors shared their very personal holiday moments with the community – from wanderlust in the city to relaxation on the beach. The Sunny Heart by Neckermann Reisen was the central theme of the campaign.
The campaign has revived the sympathy for the Neckermann Reisen brand
The influencers published a total of 45 photos, which achieved total impressions of 6.7 million and a range of 2.3 million. A total of almost 40,000 photos were uploaded by participants and more than 59,000 visitors visited the campaign’s microsite. In addition to the number-based KPIs, the campaign achieved one thing above all: it revived the sympathy for Neckermann Reisen and brought the brand back into the minds of many users.
“Being an incredibly passionate traveller myself, I was thrilled to be part of Neckermann’s latest travel campaign. The photo production was very entertaining because I got balloons filled with helium. Throughout the process, Dept ensured that everyone was satisfied with the result.” @tonistadlr
- 15 Influencers
- 40,000 uploaded photos
- Over 59,000 visitors to the microsite
- 58 Tweets and Retweets
- 2000 new subscribers within 1.5 months