NWZ-Insektenjahr
2020 Finalist

NWZ-Insektenjahr

Nordwest-Zeitung Verlagsgesellschaft mbH & Co. KG

Oldenburg, Germany

Category Best Idea to Encourage Print Readership or Engagement

Overview of this campaign

The project period ran from 2 March 2019 to 26 September 2019.

In print and online, we called on readers to create insect-friendly areas and to report the number of square metres of their insect-friendly areas in the garden, on the company premises, on the edge of the sports field or on the balcony.

We accompanied this call on a total of 31 weekly topic pages in the printed NWZ with tips how to create insect-friendly areas, with reports on the topic and information about and from the insect world, including a portrait of the "Insect of the Week".

Parallel to this, we continuously reported in the local editions of the NWZ about people who followed the call and created insect-friendly areas. And we linked the project with our NWZ-Childrens-Club.

All articles, pictures and videos have been collected on a special Website.

https://www.nwzonline.de/insektenjahr

We collected the areas reported to us via an online tool or by e-mail and published them online on an interactive map. With the online tool we were also able to document the growth of insect-friendly areas in the Oldenburg region.

The campaign was concluded with a public discussion event with Lower Saxony's Environment Minister Olaf Lies and Editor-in-Chief Lars Reckermann in the Park of Gardens.


Results for this campaign

The response was overwhelming.  During the project period, we were notified of 1,511,192 square meters of insect-friendly areas - from small corners on balconies to large flowering meadows on areas formerly used for agriculture.  This corresponds to about 210 football pitches. The feedback was consistently positive. In addition, we have succeeded in winning permanent sponsors for the theme page, so that we also achieved marketing revenues. A subscription campaign was also linked to the project. We reached 1087 trial subscriptions within eight weeks, 159 of which we were able to convert into full subscriptions.

The project addressed a current, relevant topic (save nature and environment), encouraged participation, promoted a sense of community among our readers and users, highlighted developments and successes and delivered high-quality content. 


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory