Topindesport Digital Marketing Awards 2016

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This document outlines a campaign to engage professional sports organizations in actively combating bullying. The campaign called #TOPindesport used no media budget but achieved widespread reach through social media and press coverage. It triggered over 35 million impressions online and reached over 1.2 million followers of top athletes on Twitter and Instagram. The campaign motivated 390 organizations to join and support its six-point action plan to address bullying in sports.

Marketing

BALDLY
COMMUNICATION
DESIGN
KNOWN FOR
AND
BALDLY
COMMUNICATION
DESIGN
KNOWN FOR
AND

TIME OUT TEGEN PESTEN
CLIENT: CENTRUM voor ETHIEK in de SPORT
CASE

0 EURO MEDIABUDGET
1 HASHTAG
35.000.000 HITS

BRIEFING
BEDENK JAARCAMPAGNE OM PROFESSIONELE
SPORTORGANISATIES TE ENGAGEREN OM PESTEN
ACTIEF AAN TE PAKKEN (ACTIEPLAN 6 PUNTEN)
MEDIABUDGET: 0 EURO
DOELPUBLIEK: PROFESSIONELE
SPORTORGANISATIES

STAP 1: SPORTWERELD KAART PROBLEEM AAN,
PESTEN IS EEN ISSUE!
NOG STEEDS STIEFMOEDERLIJK BEHANDELD
=> NON-CAMPAGNE, 0 ENGAGEMENT
ONZE AANPAK
ONS ANTWOORD: GEEFT HET EERST TOE!
LANCERINGSCAMPAGNE GEEFT PROBLEEM TOE

COJAK’S CONCEPT
CONCEPTS = COMMUNITY ENGAGEMENT
HASHTAG PROOF
BALD
LY KNOWN FO
R
SMARTCOMM
UNICATION&
DESIGN
CONCEPTS ARE NOT ABOVE OR BELOW
THEY ARE ONLINE NOW!
DOELSTELLING: COMMUNITY & PERS TRIGGEREN
TV-JOURNAAL ALS TARGET!

(S)TOP = TOPSPORT = TOPSPORTERS
#TOPindesport

#TOPindesport
1 TIME OUT GEBAAR TEAST VLAANDEREN
> KANALEN: Instagram / Twitter

BEREIK GEPUBLICEERDE KRANTENARTIKELS: 1.546.000 LEZERS
BEREIK ONLINE PUBLICATIES: 25.000.000 VIEWERS
BEREIK RADIO UITZENDINGEN: 2.800.000 LUISTERAARS
BEREIK TV UITZENDINGEN: 3.000.000 KIJKERS
CIJFERS DOOR PR-BUREAU CATS COMMUNICATION (GO PRESS, …)
BEREIK TOPSPORTERS (TWITTER/INSTAGRAM): 1.200.000 FOLLOWERS
CIJFERS LANCERINGSBEREIK
MEDIABUDGET: 0 EURO

JAARCAMPAGNE DOE MEE!
www.topindesport.be
6 TOP-ACTIES
1. Positief groepsklimaat
2. Aanspreekpunt & meldingsprocedure
3. Gedragscode
4. Gepast reageren
5. Thematraining
6. Bewustmaking

RODE DUIVELS SLUITEN AF
“#TOUSENSEMBLE #TOPINDESPORT!”

DOELGROEP ACTIE RODE DUIVELS
GROOT PUBLIEK ALS OPINION LEADER
=> SPORTORGANISATIES BEREIKEN OM MEE TE DOEN

2. ONLINE CLIP THE MAKING OF …
THE MAKING OF …
“#TOUSENSEMBLE
TIME OUT TEGEN PESTEN!”

“WE’RE ALL BORN
BALD, BABY”
WWW.COJAK.BE
HALLO@COJAK.BE / ++32(0)9 245 57 78

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Topindesport Digital Marketing Awards 2016

1. BALDLY COMMUNICATION DESIGN KNOWN FOR AND BALDLY COMMUNICATION DESIGN KNOWN FOR AND

2. TIME OUT TEGEN PESTEN CLIENT: CENTRUM voor ETHIEK in de SPORT CASE

3. 0 EURO MEDIABUDGET 1 HASHTAG 35.000.000 HITS

4. BRIEFING BEDENK JAARCAMPAGNE OM PROFESSIONELE SPORTORGANISATIES TE ENGAGEREN OM PESTEN ACTIEF AAN TE PAKKEN (ACTIEPLAN 6 PUNTEN) MEDIABUDGET: 0 EURO DOELPUBLIEK: PROFESSIONELE SPORTORGANISATIES

5. STAP 1: SPORTWERELD KAART PROBLEEM AAN, PESTEN IS EEN ISSUE! NOG STEEDS STIEFMOEDERLIJK BEHANDELD => NON-CAMPAGNE, 0 ENGAGEMENT ONZE AANPAK ONS ANTWOORD: GEEFT HET EERST TOE! LANCERINGSCAMPAGNE GEEFT PROBLEEM TOE

6. COJAK’S CONCEPT CONCEPTS = COMMUNITY ENGAGEMENT HASHTAG PROOF BALD LY KNOWN FO R SMARTCOMM UNICATION& DESIGN CONCEPTS ARE NOT ABOVE OR BELOW THEY ARE ONLINE NOW! DOELSTELLING: COMMUNITY & PERS TRIGGEREN TV-JOURNAAL ALS TARGET!

7. (S)TOP = TOPSPORT = TOPSPORTERS #TOPindesport

8. #TOPindesport 1 TIME OUT GEBAAR TEAST VLAANDEREN > KANALEN: Instagram / Twitter

9. #TOPindesport => trending #-tag

10.

11.

12. #TOPindesport => TRENDING #TAG

13. #TOPindesport > TV-NIEUWS: CHECK!

14. BEREIK GEPUBLICEERDE KRANTENARTIKELS: 1.546.000 LEZERS BEREIK ONLINE PUBLICATIES: 25.000.000 VIEWERS BEREIK RADIO UITZENDINGEN: 2.800.000 LUISTERAARS BEREIK TV UITZENDINGEN: 3.000.000 KIJKERS CIJFERS DOOR PR-BUREAU CATS COMMUNICATION (GO PRESS, …) BEREIK TOPSPORTERS (TWITTER/INSTAGRAM): 1.200.000 FOLLOWERS CIJFERS LANCERINGSBEREIK MEDIABUDGET: 0 EURO

15. TOP-KAART: 390 ORGANISATIES DOEN MEE

16. JAARCAMPAGNE DOE MEE! www.topindesport.be 6 TOP-ACTIES 1. Positief groepsklimaat 2. Aanspreekpunt & meldingsprocedure 3. Gedragscode 4. Gepast reageren 5. Thematraining 6. Bewustmaking

17. RODE DUIVELS SLUITEN AF “#TOUSENSEMBLE #TOPINDESPORT!”

18. DOELGROEP ACTIE RODE DUIVELS GROOT PUBLIEK ALS OPINION LEADER => SPORTORGANISATIES BEREIKEN OM MEE TE DOEN

19. 1. INSTAGRAM / TWITTER / SNAPCHAT

20. 2. ONLINE CLIP THE MAKING OF … THE MAKING OF … “#TOUSENSEMBLE TIME OUT TEGEN PESTEN!”

21. “WE’RE ALL BORN BALD, BABY” WWW.COJAK.BE HALLO@COJAK.BE / ++32(0)9 245 57 78

Topindesport Digital Marketing Awards 2016

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