Move to Holstebro |

This spring, Holstebro Municipality launched the second phase of its campaign to attract new residents. The aim was to raise awareness of and interest in Holstebro's strengths among current and former Holstebro residents, as well as potential new residents in surrounding municipalities. Ultimately, the goal was to bring new residents to the municipality.

We designed a digital campaign on Facebook and Instagram and assisted with everything from initial research, creative development, film and photo shoots to campaign management.

Read on to see how we did it.

Customer

Holstebro Kommune

Contact person

Charlotte Liendgaard Vigh

+45 2963 8970

clv@clienti.dk

SoMe campaign to attract new residents

In 2018, Holstebro Municipality launched the branding strategy and concept "Culturally distinct". Part of the strategy was to ensure retention and attract new citizens to the municipality. That's why we've since run a series of campaigns promoting Holstebro as an attractive place to live.

The latest campaign, which ran from 1st of May to 31st of August on Facebook and Instagram, mainly targeted people aged 25-60 in Northern and Central Jutland with an interest in Holstebro, as well as current residents of the municipality.

Based on initial research and insight from previous campaigns, we designed a number of creative tracks – including testimonials with families from Holstebro, ads showing the municipality's strengths and opportunities, and a factual ad track that included data on house sales and newcomers to Holstebro.

In total, the campaign included 16 creatives, a mix of videos, animations and photos. All adapted to the correct formats according to best practice on Facebook/Instagram to get the maximum effect from each creative.

To ensure awareness and interest among the target group, campaigns were set up on Facebook and Instagram with the aim of increasing engagement and video views, as well as generating traffic to the campaign site flyttilholstebro.dk.

The campaign reached 293,062 unique people and generated more than 2.2 million exposures, meaning that on average each person saw our ads over seven times during the four months.

The high frequency is intended to ensure greater recognition among the target group, and with the many creative tracks we make sure to communicate different messages that explain why Holstebro is a great municipality to live in.

Overall, the videos were played over 1.3 million times with an average view time of five seconds. In general, there was good interaction with the ads, which were regularly liked and shared. Furthermore, more than 7,000 people clicked through from one of the ads to the campaign siteexplaining the many advantages of living in Holstebro.

Holstebro Municipality is happy with the results and is seeing activity in real estate and house sales in the area.