FACEBOOK BIOGRAPHIES by Duval Guillaume Modem Antwerp for De Morgen

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FACEBOOK BIOGRAPHIES

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Industry Newspapers
Media Promo & PR, Case study
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Peter Ampe, Katrien Bottez

Art Director Geert De Rocker
Copywriter Tom Berth
Released January 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: DE MORGEN
Product/Service: NEWSPAPER
Agency: DUVAL GUILLAUME
Date of First Appearance: Jan 10 2010 12:00AM
Entrant Company: DUVAL GUILLAUME, Brussels, BELGIUM
Entry URL: http://dgb.hostedbydg.com/awards/canneslions-2010/demorgen-facebook.html
Creative Director: Katrien Bottez (Duval Guillaume Brussels)
Creative Director: Peter Ampe (Duval Guillaume Brussels)
Copywriter: Tom Berth (Duval Guillaume Brussels)
Art Director: Geert de Rocker (Duval Guillaume Brussels)
Account Director: Isabel Peeters (Duval Guillaume Brussels)
Account Director: Greet Wachters (Duval Guillaume Brussels)
Account Manager: Annelies van der Donck (Duval Guillaume Brussels)
Retouching: Fred Dupont (Duval Guillaume Brussels)
Online Project Manager: Lieven Dewitte (Duval Guillaume Brussels)
Online Strategic Director: Kris Hoet (Duval Guillaume Brussels)
Media placement: Facebook profiles - Facebook - 10/01/2010
Media placement: Print campaign - Newspaper De Morgen - 10/01/2010

Results and Effectiveness
We also announced the release date of each book and triggered discussions by commenting on things happening in the world. If you became a Facebook friend of Nicolas Sarkozy or Fidel Castro, you could learn to know them a bit. But only by getting the biography you learned to know them really well.

Creative Execution
Through the facebook status we spread quotes and photos featured in the biographies. We also announced the release date of each book and triggered discussions by commenting on things happening in the world. If you became a Facebook friend of Nicolas Sarkozy or Fidel Castro, you could learn to know them a bit. But only by getting the biography you learned to know them really well.

Insights, Strategy & the Idea
To promote a new series of world biographies of De Morgen newspaper, we created facebook profiles of famous people.