Hesse is home
Building identification and reach with user-generated content
The #100Meisterwerke campaign aimed to make Hesse known as a destination for short breaks, targeting couples between 36 and 65 years of age in North Rhine-Westphalia.
With the help of the Holistic Marketing Process, the tourist offerings of Hessen were positioned as masterpieces. Regional campaign motifs were developed and played out from a cluster of the hundred most important masterpieces. The campaign motifs were created from user-generated content. For this purpose, the Hessians were called upon to post a photo of their masterpiece under the hashtag #100Meisterwerke on the Facebook or Instagram page of the campaign partners. From this material, 21 videos were developed, which were distributed in a first batch via a Facebook and a YouTube campaign as well as in an out-of-home campaign. A second, purely online batch followed. Each video called for a specific offer and a competition to test Hesse as a holiday destination.
More than 89,000 participants were won, most of whom gave their opt-in for the newsletter. More than 890,000 people watched the videos and 4.3 million people came into contact with the campaign.