We created a unique documentary about Rotterdam nightlife; branded by Desperados. These exclusive and inspiring documentary series, showcases the nightlife scenes through the eyes of leading and interesting party influentials – something our audience didn’t wanted to miss.

To access our audience we partnered up with the credible editorial voice Noisey.com. We identified ‘content based on intrinsic interests’ & ‘always-on-social-media-presence’ as key components to successfully reach and captivate our audience. Therefore we created unique ‘A.M.’ content and experiences; effectively customized to our audience’s interest.

This resulted in two unique documentaries about the Amsterdam & Rotterdam nightlife. These exclusive and inspiring documentary-series, with Desperados subtle placed in the centre, showcases the nightlife scenes through some of the most known & interesting party-influentials. Each documentary was launched at PR-events, where we invited press, media and party-influencers; which turned into massive parties.

After the launches, the documentaries were seeded in two specific campaigns, one focused on each city. We created engagement, build fan-base and kept momentum around the events; via a multichannel approach. In highly relevant party & music umfield (Online, TV & Social-Media), Desperados’ A.M. story was told!

The A.M. campaing was extremely successful; affecting Desperados’ target audience beyond we were expecting.

The campaign & documentaries had very good scores on brand equity (+8%), credibility & relevancy; which created a strong brand impact. The positioning of Desperados was particular strengthened in closeness & preference, and overall brand consideration rose by +18% within our audience (source: Metrixlab).

We have reached appr. 39% of our core audience and creating strong engagement with the Desperados-brand.

This resulted in 500.000+ video-plays and over 27.000+ new Facebook-fans. The content was so inspiring generating €150.000,- earned media value based on PR & reshares.