Jim & Jim launches engagement campaign for Orell Füssli's Young Circle
Nachdem Jim & Jim für Orell Füssli im letzten Jahr das Loyalty Programm «Young Circle» ins Leben gerufen hat, soll dieses Jahr Engagement geschaffen werden. Eine Social-Media-Kampagne ruft Jugendliche dazu auf, mit Lo & Leduc eine Geschichte zu schreiben.
The social media campaign is flanked by a new Young Circle website, which keeps the community up to date with book tips, exclusive events and exciting insights from the world of books. Jim & Jim is responsible for the entire concept and content creation. The focus is on further increasing membership and engaging the young book community. The Young Circle offers its members a 10 percent discount, free delivery, and exclusive events and news from the world of books. With Lo & Leduc, both of whom studied literature, the Young Circle has ambassadors at its side who love stories themselves. They provide the community with their book tips and have already been to Orell Füssli stores in 2018 for an exclusive showcase and reading.
Now the self-confessed bookworms are even writing a story themselves with the Young Circle: Riri and the pepper mill. Here, the rap duo alternates with the young people. As a Young Circle member, you can submit a part of the story, which is then voted on in the community. The submission with the most votes becomes the continuation of the story. Through this mechanism all community members can contribute to the story: as authors but also in the function of jurors.
Jim & Jim activates 12- to 19-year-olds and their influencers with a target-group-specific social media campaign on Snapchat, Instagram and Facebook. For this, a campaign video was produced together with Lo & Leduc. In addition, the agency relies on specially filmed portrait ads. The measures are flanked by a WhatsApp newsletter and POS measures in Orell Füssli stores. In the first campaign phase, many creative and high-quality story submissions have already been received, as well as qualitative traffic to the blog. Youngcircle.ch generated.
The participating young people can win prizes, such as a writing workshop or a language trip, with their contribution to the story. The aim is to get young people excited about the world of books and to promote their reading and writing skills.
Jim & Jim supports Orell Füssli with the "Content as a Service" model in order to flexibly and specifically deliver relevant content for the blog and the WhatsApp newsletter. This ensures that the community is continuously provided with content and can thus be activated.
Responsible at Orell FüssliChristine Roth (Head of Marketing & Communication); Roxana Rölli (Team Leader/CRM Manager). Responsible at Jim & Jim: Fabio Emch (overall management); Nadine Sperb, Annina Schamberger (project management); Annina Schamberger, Nadine Sperb, Virginia Waldburger, Fabio Emch (idea and conception); Virginia Waldburger (art direction); Federico Zanini, Bianca Stofer (content creation); Jana Marti (project collaboration).
