2. Background
• NU.nl is the Netherlands’ largest news site for the web and mobile platforms. Users
routinely give it high marks, with an average score of 7.9 (out of 10). The most
popular sections on NU.nl are Front Page, General News, Politics, National,
Entertainment, Sports, Also in the news, Business, Science, Lifestyle and Interne
• Nuon is a Dutch utility company. It belongs to the group of Vattenfall. Nuon produces, sells
and delivers electricity, gas, heat and additional services.
• Sanoma Media created a co-branded content platform for Nuon on NU.nl/bijlage.
On this platform Nuon could communicate all information on their products and
services. The traffic was stimulated by banners within the Sanoma network and
titles.
3. Objective
• The goals of the campaign were positioning and activating (generate prodcut
awareness and inform about their products and services)
Strategie
• The strategy to reach these goals was based on the branded content principle. By
that principle, interesting (non-commercial) content is being integrated in a relevant
context.
4. Means
• Via the central co-branded platform in NU.nl, visitors get in touch with Nuon subject
in a easy and organised manner.
• The reach of Nu.nl (5 million/month) helps generating visitors that don’t directly go
to Nuon.nl. Also was the platform stimulated through relevant titles in the whole
Sanoma Network.
• The platform is also reshaped to a co-branded mobile page in Nu.nl/mobiel and an
iPad version.
7. Results
With visitor numbers high above expectations the platform that Sanoma made for
Nuon was a great success.
• 150.000 unique visitors to the platform (KPI was 85.000 unique visitors during the
whole campaign (1 december to 31 january)
• Contentblock online: on average 30.000 clicks a day
• Contentblok mobile: on average 50.000 a day
• Total number of mobile clicks: 260.731
Highlights
• Visitor numbers high above expectations
• Tips and practical info are well read
• Timing was well chosen, content was relevant and actual
• Proces went very good thanks to mutual trust (and flexibility)
