Praxis strengthens association with sustainability thanks to 'Makkelijk Verdiend' campaign

Praxis wanted to show that you can go to the DIY store for simple and very cost-effective preservation jobs. To prove this promise, UM worked with DPG Media's Brandstudio to develop a unique content campaign. Insights from the DIY market, which were confirmed by Panel Inzicht's research into Dutch consumer interests and behaviour when it comes to sustainability, showed that people do want to become more sustainable, but do not know exactly how and that there is still the perception that sustainability is expensive. It also showed that messages about sustainability were often not trusted. These insights prompted the campaign to keep actions simple and use news media for credibility. The campaign was deployed as part of a larger ATL campaign and, in addition to gaining consumer trust, had to further load the link between Praxis and sustainability.

Campaign focusing on evidence for Praxis as a destination for easy and cost-effective sustainability jobs

If there was one moment when Praxis could make the Netherlands realise that making your home more sustainable is not only good for the planet but also good for your wallet, it was in the turbulent year 2022, when our purchasing power plummeted and we saw our energy bills (literally and figuratively) go through the roof. The DIY store joined forces with UM and DPG Media to make it clear to consumers that you can turn to Praxis for simple and very cost-effective sustainability jobs. This is where the challenge lies: research by Panel Inzicht shows that people doubt the reliability of information on sustainability options and often find them too expensive and do not believe that it is easy (read cheap) to make renovations and that they pay off immediately.

Convincing consumers with evidence

Brandstudio by DPG Media developed the 'Easily Earned' campaign together with UM. A series of high-quality articles and videos that make it clear that sustainability jobs are so easy that anyone can do them. Plus, that you can recoup your investment in no time! The series of short and powerful content explained simple jobs and then calculated the corresponding savings financially. To also respond to consumers' need for reliable information around this topic, AD.nl was chosen as media partner. After all, we wanted to make use of the guide function that news titles have in people's lives.

Familiar faces for Praxis

Together with UM, Brandstudio from DPG Media developed an article series with supporting videos, in which Willie Wartaal (who is not exactly known for his two right hands) proves that most sustainability jobs are very easy. There should also be evidence of return on investment. That you can quickly recoup your investment with it was made credible by having Lars Pos (aka the Maths Wonder of TikTok) calculate the savings of each job. The aptly titled 'Easily Earned' actually says it all in two words.

Content strategy with several layers

To maximise the potential of video content, it was decided to add another layer to the use of branded content. This way, even more people could be reached. This layer used excerpts from the episodes in 'Brandstories'. This is a full-screen mobile format, similar to Insta stories, but shown in and between editorial content. Each episode was also cut up into 'shorts' while retaining the essence. Using audience data, these shorts & stories were shown to relevant and in-market audiences across DPG Media's entire news network. These included owners of owner-occupied or rented homes and people with remodelling plans.

Strategic partnership with AD.nl

To emphasise simplicity and keep the content short and sweet, one simple chore per article and episode was chosen. The jobs were about installing radiator foil, draught strips and radiator fans. In total, a series of three videos were published in various branded articles in the look and feel of AD.nl to take maximum advantage of the aforementioned reliability.

Naturally, Praxis' own channels were also used to bring this content to the attention of the target group. Willie Wartaal and Lars Pos were ultimately so enthusiastic themselves that they also distributed the episodes via their own social media channels.

Positive results and rise in brand awareness

The simple but effective content strategy paid off. The campaign produced positive results and an increase in brand awareness. It also established the association with sustainability around Praxis. The qualitative effect measurement by DVJ Insights of this collaboration also shows great results there.

• By also retargeting the consumers who were first reached with the shorts with content boosting, a substantial overscore on articles visited was achieved (index 159 versus benchmark). It also achieved a reading duration that was index 128 higher than the average of content campaigns on news media.

• The deployment of the campaign for Praxis resulted in a significant increase in spontaneous and assisted brand awareness. In fact, spontaneous brand awareness increased by index 170.

• The number of positive associations increased and attitudes towards Praxis became more positive with index 129.

• Consumers are more likely to feedback that you can go to Praxis for simple preservation jobs (an increase of index 135).

• Consumers also now know better that Praxis has a wide range of energy-saving products with an increase of index 142, and that Praxis helps them save money by doing so. An increase of index 166.