Renault Netherlands recently launched a successful campaign aimed at building its Facebook presence. The nostalgic Facebook campaign surrounded the story of Grandma Hilda, an 80-year-old woman who decided to stop driving and give her Renault 4 away to someone who would enjoy it. Like any story, though, there was a problem — Hilda lost her keys.
Facebook fans were called to help find the keys by placing tags in an interactive 'hide and seek' app on the page. The user with the closest tag to the keys won a new Renault 4. Hilda sent participants video clues giving details of where the keys could be, helping to deliver an ongoing story and drive further engagement.
Renault Netherlands has demonstrated how branded storytelling and nostalgia can create strong consumer interest. In four weeks the campaign received 10,293 unique tags and the fan base doubled, reaching 27,930 fans.
Moving forward, Renault should continue this story by launching campaigns that include Hilda and other members of her family. There is also opportunity to leverage the stories being created by the winner of Hilda's Renault.