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The Reputation Campaign #ShareLikeFollowBCN

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The Reputation Campaign #ShareLikeFollowBCN | FOLCH
The Reputation Campaign #ShareLikeFollowBCN | FOLCH

“As a city we will have real possibilities of leading this new technological era if all the citizens are involved.” – Ada Colau, Mayor of Barcelona during the press conference for the Mobile World Congress 2018

The Reputation Campaign #ShareLikeFollowBCN | FOLCH

“We understand that cities like Barcelona should have their own voice – a voice beyond the council and other institutions. That’s why we developed a choral campaign. We wanted to start changing perceptions and reshaping Barcelona through liquid branding.” – Rafa Martínez, COO & Head of Brand Strategy at Folch and Executive producer at White Horse

The Reputation Campaign #ShareLikeFollowBCN | FOLCH
The Reputation Campaign #ShareLikeFollowBCN | FOLCH
The Reputation Campaign #ShareLikeFollowBCN | FOLCH

“The whole campaign is like a puzzle. Each short piece had to be combinatorial with the other 39 pieces to create a coherent narrative network, one unified voice, from all the individual stories.” – Albert Folch, Creative Director and Founder at Folch and Executive producer at White Horse

The Reputation Campaign #ShareLikeFollowBCN | FOLCH
The Reputation Campaign #ShareLikeFollowBCN | FOLCH
The Reputation Campaign #ShareLikeFollowBCN | FOLCH
Reach

The campaign was covered by a number of national media platforms, including Catalunyaexpress (15.4k UMV), La Vanguardia (20.6m UMV), VozLibre (70.3k UMV), Elconsorci (2.7k UMV), Barcelonasecreta (82.54k UMV), and Barcelonacatalonia, alongside printed articles in Expansion and La Vanguardia.

The City Reputation paid media campaign accumulates more than 18 million impressions in digital media after the specific phase during the 4 days of the MWC. Apart from the international and local media that are still active (+2.7 million additional impacts), 1.2 million geolocated impacts have also been achieved by attendees at the different venues linked to the event. The organic campaign, more focused on the local public, has 253k impressions (168K in phase 1 and 85k in phase 2) and 3,885 interactions. In addition, it adds 43k views of the audiovisual pieces, of which 34k correspond to the campaign phase 1 and 8.5k to the second phase. During the 4 days of the Mobile World Congress, 1,500 mentions have been generated around the #ShareLikeFollowBCN campaign hashtag and an indirect impact of 61 million users. The toll that has had the greatest impact has been that of FC Barcelona. The web communication platform www.always.barcelona has reached 8.3k visits, 3,400 of which are on the day of the TCC. Barcelona on February 28. In total, since the start of the campaign, 22,000 web visits have been recorded.

15% of users have interacted with the “Talk to us” section to expand information about Barcelona. The visitor profile of this phase has connected with the campaign from a mobile device (78%) and its origin has been mainly in Europe (70%): Spain (50%), United Kingdom (5%), France (5%) and Germany (4%). The American continent is in second place with 14% of visits, of which almost half come from the United States. Phase 3 starts with a more personalised campaign reminder and will continue 4 more weeks to keep the city of Barcelona in the international agenda.

 

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