The „Wohnies“: A new communication strategy for Schwäbisch Hall from Ogilvy inspires GenZ's living dreams
Frankfurt, 22. August 2023 – Schwäbisch Hall and the creative company Ogilvy have launched the new communication strategy "Wohnies" to address the GenZ. Starting at the end of August, the always-on communication is designed to create stronger brand awareness with the help of content that inspires the dreams of the young generation for living, and also brings closer the build-up of a stable financial foundation for the future.
The heart of the communication is the newly launched Instagram account "@wohnies", which was created specifically to serve the needs and interests of the young target group. The topic areas "DIY & Sustainability," "Small Home," "Van Life" and "Smart Home & Gaming" offer a diverse content palette that appeals to young people's interests and provides ideas and practical tips for their homes.
Selected influencers act as authentic ambassadors for each topic area. On the one hand, they help to promote the new channel and thus generate attention for the brand, and on the other hand, to strengthen Schwäbisch Hall, one of the leading real estate financiers and the largest building society in Germany, as a trustworthy partner for residential and financing questions.
However, the new brand communication goes beyond the classic influencer activities: Together with Schwäbisch Hall, Ogilvy has developed a strategy in which young employees are also involved as "corporate influencers", who are primarily asked to share financial advice. The mix of lifestyle content and financial education from various influences enables an emotional connection to the brand while demonstrating expertise.
"We are excited to finally launch 'Wohnies' and inspire Generation Z in their dreams on how to live," said Lena Kuhn, Marketing Manager at Schwäbisch Hall. "With our expertise and this innovative approach, we not only want to attract young people, but also be a valuable resource for their future housing and financial decisions."
The implementation of the always-on communication is based on three strategic pillars - "LIVING," "BUILDING" and "SAVING" - which together offer comprehensive support for the "living dreams" of Generation Z. The "BUILDING" content is intended to raise awareness of relevant projects around the topic of self-determined living through cooperation with influencers. In this context, the activities in the "LIVING" area create awareness for relevant projects around the topic of self-determined living through collaboration with influencers, the "BUILDING" content provides assistance and demonstrates through DIY content what is necessary to make "living dreams" become reality, and the "SAVING" area will primarily provide education on the topic of "Finances & Savings". The idea will be played out across various social channels, including Instagram as a content hub, TikTok, targeted landing pages and the accounts of influencers and corporate influencers.
The concept involved both Ogilvy's subsidiary Social.Lab (social media communications) as well as the business unit Ogilvy PR (influencer management). "At a time when GenZ is wondering how it will ever be possible for them to realize the dream of owning a home, we are focusing on an always-on strategy that provides not only inspiration but also financial foresight to make those dreams come true," said Christian Rottmann, Head of Operations, Ogilvy Social.Lab.
B2C Content & Creation: Heike Einsiedler, Daniel Frank, Lena Kuhn, Florian Rußler, Astrid Sauer, Hanna Seitz, Thomas Stier, Lea Teinert; Media & Onlinemarketing: Lililan Mauch, Beate Schmitz; B2B Channels: Miriam Vietze
Ogilvy PR & Ogilvy Social.Lab
Strategy: Keren Kaufman, Kathleen Mussbach, Sybille Paulsen, Maria Saradaki; Account Management: Timo Eich, Irem Erguen, David Henkel, Talika Oeztuerk, Christian Rottmann; Kreation: Christoph Eiwen, Sebastian Graef, Roland Lindner; PR & Influence: Katja Berghoff, Loretta Kaech
Press office Ogilvy
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