The influencers.
Daan Boom is a presenter and program maker who owes his fame mainly to his work on Steetlab and The FOMO Show. Besides these programs, it is impossible to imagine him without socials, where he has built a large following. With 113 thousand followers on Instagram and 128 thousand followers on TikTok, he shares mostly humorous content. He also shares personal photos from his life on Instagram.
Thanks to his appearance in "The FOMO Show" and the series "The Dean," Tobias Camman has become a well-known personality. He is active as a presenter, content creator, filmmaker and DJ. In addition to these creative pursuits, Tobias is also a passionate cook and has released his own cookbook called "Feed. It is also impossible to imagine the world of social media without Tobias, where he has amassed more than 114 thousand followers on Instagram.
Target audience.
The target audience targeted in this campaign is young adults. This target group uses the social media platforms TikTok and Instagram and are familiar with Daan Boom and Tobias Camman. Through this campaign, KPN wants to show that you can easily turn on all streaming services on KPN TV. This allows you to watch anything you want. In this way KPN tries to persuade the target group to choose KPN services.
The campaign.
For Daan Boom and Tobias Camman, their collaboration with KPN began with the popular series "The Dean." In this series we follow the life of Daan, a presenter and program maker who has taken on the challenge of starting a music career as a rapper. The series offers a glimpse into the world of the music industry and shows what goes into making music. In March '22, Boom and Camman created a TikTok together for KPN Netherlands' account. In it, Camman raps about the services KPN provides
(KPN Campagne 1). The results of this video were very good with more than 810 thousand views and more than 53 thousand likes spread over 3 TikTok accounts.
In September '22 KPN is launching a new campaign called 'BLIJF GAAN'. For this the 'Stay Go Squad' is introduced, consisting of Qucee, Nessim, Daan Boom and Tobias Camman. They extend the campaign idea to the experience of the younger target group on YouTube, Instagram, TikTok, Snapchat and Twitch. On its own social channels, KPN invites the GEN-Z to keep going themselves. Something that previously happened spontaneously the brand now wants to encourage a little more; by adding a verse to "Born To Be Alive," you create your own video that way. The 'Keep Going Squad' made a video in which Qucee and Nesim both take on a physical challenge. Daan and Tobias use their humor in this video. Daan presents riddles to Tobias in this video. The video closes with a call for viewers to show how they keep going to KPN in doing so you have a chance to win an IPhone 14. The video has received positive reactions, with more than 3.3 million views and 5,000 likes. In addition, viewers expressed in their comments that they also submitted videos of their own (KPN Campagne 2).
This campaign continued with a video of Daan Boom and Tobias Camman singing their own verse to the song "Born To Be Alive
(KPN Campagne 3). This video went so viral that no one could get the song out of their heads. The response to it was very positive. With 4.3 million views and more than 34 thousand likes, on the TikTok accounts of KPN and Daan Boom together, their efforts were highly appreciated, leading to increased awareness and popularity of the duo.
As a result of this campaign, a new video was created by the gentlemen. In it, they show how they "keep going" (KPN Campagne 4). This video was also very well received with over 4.4 million views and over 33 thousand likes spread across both accounts. Reactions to this video were also very positive.
