Ceska Sporitelna - The Palecek Family Blog

Thumbs Up to Blogging.

  • 26k

    organic reach of the most successful article

  • 7869

    average organic reach of a post

  • 39

    blog posts

Campaign description

  • microsite
  • FB management
  • content management

Ceska sporitelna has a long-term campaign with the Palecek family. These are characters created with computer graphics, holding the typical Czech attributes, functioning to communicate the individual products to the clients in an entertaining way. The goal of the campaign was to use the characters differently, give them another dimension and another option for communicating with clients.

Problem

The Palecek family established itself in the communication of Ceska sporitelna. However, the company felt that individual characters could do something more than just acting in commercials or appearing on posters. The goal was to create a blog that would form their virtual identities. The biggest challenge then was to create content that matches the characters and the history of the individuals and gives them another dimension, but on the other hand, does not make fools of the readers, pretending the Palecek family are real.

Solution

The Palecek family addresses various interesting things and problems on their blog. Be it surplus of eggs after Easter and unusual recipes or exploring the All Souls Day all around the world. The blog also covers articles on financial topics (how to save, travel cheaply), but not it is not a promotion of CS products. Great emphasis is placed on writing style that corresponds to each character and their history. The goal is to support the family and to consolidate its position among clients - give people interesting information via the characters - tips, lifehacks or just entertain them.

Campaign results

  • 26k

    organic reach of the most successful article

  • 7869

    average organic reach of a post

  • 39

    blog posts

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