Stichting RecLame COde

Stichting Reclame Code

Stichting Reclame Code
Social Campaign

There's an easier way.

Creators know they need to disclose advertising. The problem? Many think the rules are way more complicated than they actually are. So for Stichting Reclame Code, we skipped another educational campaign and took that misconception to the extreme. Three creators went to ridiculous lengths to make sure they’d never forget #AD again, only to discover there was a much easier way.

WALK WITH US

Our Approach

Advertising rules have a reputation problem. Creators worry about where #AD should go, whether gifted products count and if a tag is enough. The rules feel complicated before they’ve even looked at them. In reality, getting it right is simple. Creators can certify through Influencerregels.com, learn what they need to know and join an official register that brands can trust.

Previous campaigns had tried explaining that. So instead of telling creators the rules were easy, we showed them what doing it the hard way looks like. Very, very hard.

LET'S DIVE DEEPER

Our Process

We teamed up with three Dutch creators and turned #AD disclosure into a permanent commitment. @Gewoon.kay tattooed #AD on his neck. @Amynathalie painted it across her living room wall. And @Kimberley Asante had custom #AD grillz made.

Each story hijacked a format their audience already knew. Kay’s tattoo disaster unfolded like a UGC meltdown through Snapchat captions. Amynathalie shared aesthetic #AD interior tips before an angry housemate interrupted. Kimberley documented her new grillz in a vlog until a FaceTime call delivered some unfortunate news. Because after all that effort, there was one thing they hadn’t realised: all they needed to do was get certified on Influencerregels.com.

The campaign ran as dark-post advertising on Instagram, with 20 different hooks tested for targeting and retargeting. The openings changed, but the message never did: getting advertising right is much easier than you think.

HOW DID IT GO?

The Results

Turns out, making #AD ridiculously complicated was a pretty effective way to prove how simple it actually is. The campaign delivered a 55% thumbstop rate, more than double the ~25% industry benchmark for dark ads, and drove 172% more traffic to Influencerregels.com.

More importantly, it changed behaviour. Following the campaign, the number of creators getting certified each month increased by 136% compared to before launch. Sometimes the best way to educate people is to stop making education look like education.