{"id":7384,"date":"2021-06-11T15:24:26","date_gmt":"2021-06-11T13:24:26","guid":{"rendered":"https:\/\/schibstedforbusiness.com\/no\/?p=7384"},"modified":"2021-07-02T09:46:41","modified_gmt":"2021-07-02T07:46:41","slug":"circlek-case","status":"publish","type":"post","link":"https:\/\/schibstedforbusiness.com\/no\/circlek-case\/","title":{"rendered":"Slik gjorde vi Circle K til f\u00f8rstevalget for barnefamiliene"},"content":{"rendered":"

Sommeren 2020 s\u00f8rget coronapandemien for at sv\u00e6rt mange nordmenn m\u00e5tte erstatte utenlandsreiser med bilferie i Norge. Familie p\u00e5 familie la om planene og var klare for \u00e5 utforske den norske naturen, men hvor skulle de dra? Og hva skulle de gj\u00f8re p\u00e5 veien?<\/strong><\/p>\n

Circle K forsto at det sommeren 2020 kom til \u00e5 v\u00e6re enda flere nordmenn enn normalt som skulle kj\u00f8re p\u00e5 kryss og tvers av Norge. Dette representerte en stor mulighet; \u00e5 tiltrekke seg nye kunder og hjelpe familier med \u00e5 planlegge deres norgesferie.<\/p>\n

Circle K s\u00e5 for seg en kampanje som ville gi merkevaren deres et l\u00f8ft i b\u00e5de oppmerksomhet og preferanse, og valgte Schibsted Partnerstudio<\/a> som samarbeidspartner. To viktige utfordringer ble identifisert: \u00c5 sikre Circle Ks avsenderidentitet og synlighet i et landskap der flere akt\u00f8rer kom til \u00e5 sl\u00e5ss om \u00e5 kommunisere norgesferie, samt \u00e5 styrke Circle K-merkevaren uten \u00e5 l\u00f8fte bransjen som helhet. Svaret p\u00e5 utfordringen var en stor innholdsmarkedsf\u00f8ringskampanje som skulle fremheve Norges bilferiemuligheter, samtidig som Circle K fikk vise seg frem som det mest naturlige stoppet for familier p\u00e5 tur.<\/p><\/blockquote>\n

Kampanje over tolv dager p\u00e5 VG<\/strong><\/h3>\n

Den enorme content marketing-kampanjen bestoav syv artikler og ti videoer der vi fulgte norgesreisen til ulike case-familier i forskjellige deler av landet. Barnefamiliene kom med sine anbefalinger for aktiviteter og severdigheter i omr\u00e5det, og Circle K spilte en sentral rolle som det naturlige stoppestedet p\u00e5 veien. Ansatte i Circle K delte sine beste lokale tips, og gjennom videoer fikk vi vist frem deres fasiliteter, sunne matutvalg og koselige sitteomr\u00e5der.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

Alt ble presentert i et skreddersydd Circle K-design som samlet alle artiklene i en felles \u00abhub\u00bb. Circle Ks applikasjon \u00abStempeljakten\u00bb og den nyutviklede \u00abReiseplanleggeren\u00bb bidro til \u00e5 holde leseren i Circle K-universet over en lengre periode. Innholdet ble distribuert over tolv dager i juli, p\u00e5 VG.nos beste annons\u00f8rplassering, samt i to print-kampanjer, henholdsvis i VG og A-magasinet.<\/p>\n

– Vi er sv\u00e6rt godt forn\u00f8yd med resultatet
\nKampanjen oppn\u00e5dde 830 000 lesninger, 350 000 over benchmark, og en snittlesetid p\u00e5 65 sekunder, 25 sekunder over dav\u00e6rende benchmark. Videoene fikk n\u00e6r 400 000 avspillinger, og 30 % s\u00e5 hele videoen ferdig, mot en benchmark 10 %.<\/p><\/blockquote>\n

Kontroll\/eksponert-unders\u00f8kelsen viser et stort merkevarel\u00f8ft p\u00e5 alle de viktigste KPI-ene for Circle K. Hovedm\u00e5let \u2013 vurderingen av Circle K som et familievennlig stoppested \u2013 \u00f8kte med nesten 30 %. Hele 6 av 10 svarer at de blir mer positive til Circle K som f\u00f8lge av \u00e5 ha lest innholdet og halvparten sier at artiklene gir dem lyst til \u00e5 stoppe ved Circle K. Andelen som foretrekker Cirkle K har ogs\u00e5 \u00f8kt med 17, 5 %.<\/p>\n

I juli opplevde Circle K en 15 % salgsvekst i butikkene sammenlignet med juli 2019. I tillegg har 500 000 seere sett Circle Ks videoer med lokale tips, og 600 000 har benyttet reiseplanleggeren. Alt dette skjedde med VG som hovedkanal for markedsf\u00f8ringen.<\/p>\n

Ann Helen V\u00e5ge, Leder for Market Development Norge i Circle K, sier dette:
\n\u2013 Vi er sv\u00e6rt godt forn\u00f8yd med resultatet og opplever at kampanjen har levert p\u00e5 b\u00e5de m\u00e5lgruppe og KPI-er, noe som reflekteres i gode tilbakemeldinger fra kundene, h\u00f8ye klikk- og leserater og en solid bunnlinje i butikk.<\/p><\/blockquote>\n

Schibsted er en av Norges fremste leverand\u00f8rer av innholdsmakredsf\u00f8ring. Les mer om v\u00e5re produkter her<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Sommeren 2020 s\u00f8rget coronapandemien for at sv\u00e6rt mange nordmenn m\u00e5tte erstatte utenlandsreiser med bilferie i Norge. Familie p\u00e5 familie la om planene og var klare for \u00e5 utforske den norske naturen, men hvor skulle de dra? Og hva skulle de gj\u00f8re p\u00e5 veien? Circle K forsto at det sommeren 2020 kom til \u00e5 v\u00e6re enda […]<\/p>\n","protected":false},"author":4,"featured_media":7385,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[37,47,1],"tags":[],"class_list":["post-7384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-suksesscases","category-content","category-nyheter"],"yoast_head":"\nSlik gjorde vi Circle K til f\u00f8rstevalget for barnefamiliene - Schibsted for Business<\/title>\n<meta name=\"description\" content=\"Circle K s\u00e5 for seg en kampanje som ville gi merkevaren deres et l\u00f8ft i b\u00e5de oppmerksomhet og preferanse, og valgte Schibsted Partnerstudio..\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/schibstedforbusiness.com\/no\/circlek-case\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Slik gjorde vi Circle K til f\u00f8rstevalget for barnefamiliene - 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