De Volkskrant is a Dutch high-quality newspaper. In the campaign ‘It’s nice to know more’, de Volkskrant encourages people to dig deeper into a topic: read the newspaper for a change, instead of just the headlines on your phone!

Aiming to practice what it preaches, de Volkskrant created a special offer that got even better if you inspected it in detail.

The offer was communicated in a film on your Facebook Timeline. People could see what the offer was right away (auto-play). But by clicking on it, which activates the sound of the film, people could discover an even better offer. One that was only available, then, to people who dug a little deeper. All of which confirms that… it’s nice to know more.

The offer was communicated by a presenter in a film on your Facebook Timeline. People could see what the offer was right away (auto-play is default). But by clicking on it, which activates the sound of the film, people could discover an even better offer. One that was only available, then, to people who dug a little deeper. All of which confirms that… it’s nice to know more.

In addition to KPIs, the campaign also had a sales target of 100,000 new trial subscriptions. That’s a big number for the shrinking Dutch market like newspapers. Even so, the target was not only met, but exceeded.