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Neckermann

How a redesigned logo has conquered the Social Web

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6.8
Million Impressions
164.6k
Reactions

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.

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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

Results

  • 15 Influencers
  • 40,000 uploaded photos
  • Over 59,000 visitors to the microsite
  • 58 Tweets and Retweets
  • 2000 new subscribers within 1.5 months
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Neckermann
Neckermann

THESE PEOPLE KNOW EVERYTHING ABOUT THIS PROJECT