After a summer of intense work from all parties, expectations were high when the article went live on the front page of VG.no on August 12, 2015.
It quickly became apparent that “A Norwegian tsunami” was a success. In terms of clicks, reading time, and social engagement, the results far outperformed even the most ambitious projections. See the article in Norwegian .
Size of team involved
Six internal and three external.
Platforms: Online, Facebook, Twitter.
• The article was live on VG.no for 36 hours and achieved 330,000 page views – 11 times more than promised.
• 35% of the readers scrolled through the whole article.
• 25% of the traffic came from external channels (Facebook, Twitter).
• 3,748 shares, likes and comments on Facebook.
During 36 hours of live exposure on VG.no, more than 300,000 click-throughs were generated — a staggering number in a country with just 5 million inhabitants. This was 10 times the number VG guaranteed to Nordisk Film.
Trailer for the way, Nordisk Film
As important as the number of clicks, the reading time spent by users was four times higher than VG’s previous best native advertising case. Also, a high number of social media shares meant more than 10% of the total traffic came from Facebook and social media.
In the end, Nordisk Film surpassed its goal of selling 500,000 tickets. More than 800,000 people bought a cinema ticket to see the movie. For VG, this was one of the several experimental projects that led the company to create its branded content department, VG Partnerstudio.
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