“You can get the heck off my back with your collective bargaining agreement.”
With this slogan, FNV Handel went into battle against the revamped supermarket collective bargaining agreement, which was set to take effect July 1, 2016. Because of this new collective bargaining agreement, many allowances for shelf stockers, cashiers and other personnel in supermarkets disappeared. This was against the grain of FNV Handel, which therefore also did not sign the collective bargaining agreement in question. Time for action.
Creating more support
To ensure more support, a campaign was devised by Ruud Kallenbach and Jeroen Bakker. The popular YouTubers of StukTV were called in to make a vlog about this and a Facebook page was set up, called ‘Je Kan Me Rug Op met je CAO’. To generate even more attention for the campaign, Searchlab was approached to deploy effective ads in Facebook. The objectives in this case were simple: bring more visitors to the Facebook page and ensure as much engagement in the form of likes as possible to make the initiative big.
Determining the right target audience
The Facebook page was up and the target audience was clear but fairly general. Namely, anyone who works at a supermarket or is a stakeholder in some other way. To promote the page among this target audience as effectively as possible, a targeted strategy was set up by Searchlab.
The target group was divided into four “high-potential” groups, and four “average-potential” groups. Based on specific interests, geographic and demographic data or combinations thereof. In addition, for different target groups, different connecting ads were used, such as a carousel or video. Once the campaigns started, data was used to determine which target groups and ads produced the best results, in order to optimize the campaigns again.
Result
+200% likes
Pretty soon we saw that there was a good match between the campaign’s message on the one hand, and the target groups that had been assembled on the other. The campaign began to appeal, and the likes began to trickle in quickly. After nine days after the ads were deployed, the total likes of the page had already doubled, 95% of which came directly from the ads.
