Many Hamburg residents have a HaspaJoker account. But only a few use it. Or know about the range of its advantages. Within the scope of a test project I was to find out whether the relevance of the program for existing and potential customers can be increased if advantageous offers are combined with entertaining, emotional or informative articles. The articles always focus on life in the city of Hamburg.
…to create a content format that smells like Elbe, Fischkopp and pepper sacks. In cooperation with influencers and guest authors, relevant Hamburg topics were to be covered, to which the HaspaJoker program contributes real added value. A content network of social media content, SEO, blog posts and the concentrated media presence of Haspa in Hamburg was to be set up – garnished with delicious targeting and the HaspaJoker App as the main course of every user journey.
So much for the concept.
The basic ideas of content marketing, that content and channels play in a team and the relevance determines the procedure, unfortunately could not prevail. However, even the isolated measures and search engine optimizations already showed positive effects and I enjoyed writing articles about Hamburg for residents, free of specifications and releases.
A lot of measures and ideas are lying in the drawer, waiting to be injected with new energy and a fresh budget for this project.
Booked by:
S-Markt & Mehrwert GmbH & Co
In cooperation with:
Lennart Seeburg Editing und Post Produktion
With best thanks to:
Anja Metelmann and Companions
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