Ziel der Kampagne war es, die Raiffeisen Osthannover als moderne und nahbare Marke im Agrarbereich auf Social Media zu positionieren und Landwirtschaft für eine breitere Öffentlichkeit verständlicher zu machen.
Kulturelle & Social Strategie
Zielsetzung
Ziel der Kampagne war es, die Raiffeisen Osthannover als moderne und nahbare Marke im Agrarbereich auf Social Media zu positionieren und Landwirtschaft für eine breitere Öffentlichkeit verständlicher zu machen. Gleichzeitig sollte mit einem sehr begrenzten Budget eine nachhaltige Community aufgebaut und die Sichtbarkeit für Themen rund um Landtechnik, Agrarhandel und regionale Landwirtschaft gesteigert werden.
Umsetzung
Über ein Jahr hinweg wurden regelmäßig authentische Social-Media-Videos und Beiträge produziert, die reale Einblicke in landwirtschaftliche Abläufe, Maschinen, Standorte und saisonale Arbeiten geben. Der Fokus lag auf einfachen, verständlichen Formaten und echten Aufnahmen aus dem Arbeitsalltag, um Landwirtschaft greifbar und nahbar zu erzählen.
Ergebnis
Trotz eines sehr schmalen Budgets konnte der Kanal auf 4.874 Follower wachsen (+230 %) und über 3.038.708 Videoansichten generieren. Die Inhalte erreichten durchschnittlich rund 4.930 Personen pro Beitrag und sorgten für kontinuierliches organisches Wachstum sowie eine deutlich stärkere digitale Präsenz der Marke.
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