Excelsior 31: Multi-Phase Campaign with Social Media and Cross-Media Strategies
Agency
Brand
The Excelsior 31 campaign employed a three-phase strategy to maximize engagement, leveraging FOMO and cross-media tactics. The 'Gemiste kans' phase used humor and relatable scenarios to build anticipation, while the 'Word een winnaar' phase focused on actionable steps and the 'Samen gewonnen' phase emphasized community and shared achievement. Targeting was split across regions, with social media campaigns driving participation through interactive challenges like the #HouHemHoog challenge. The campaign generated significant online traction, including a featured article in the NOS Jeugdjournaal, and effectively engaged a broad audience through a combination of digital and physical activations.
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Published around:
June 29, 2026
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Added to Agency Inside:
September 7, 2026
