Valess - Malse Mannen

Briefing

Create brand preference and brand sympathy for Valess (a meat substitute) in the targetgroup higher educated women between 25 and 40 years of age. Use new media.

Solution

An online competition in the Hyves social network. Women could nominate their favorite man/men for the ‘Tender Men’ competition or vote for the participating men. This competition was the first to use the Hyves open source possibilities. This made it possible to let personal characteristics of the competitor play a role in the competition.

Results

47.385 people visited the website (March-October 2008), 28.540 people visited the Hyves Malse Mannen competition.