Our objective was to broaden engagement with the VELUX roof window brand, above and beyond those consumers in the market for roof windows. Specifically, this involved developing a strategy for the 2013-15 VELUX Lovers of Light Photography Competition, to increase competition entries, reach and awareness by at least 10%.
We developed a new mobile strand of the competition to create a wider buzz across social media, focussing on a new @VELUXGBI Instagram account. The competition was launched using a mix that included pop-up exhibitions, microsite creation, ongoing social media support, topical hashtags, tailored online and offline press releases, and staff engagement activities.
The campaign generated an increase in competition entries of +65%, with a +44% increase in microsite visits and a +455% increase in campaign video views. The story is being used as an example of ‘best practice in PR’ by the VELUX Head Office team in Denmark.