Bourgondisch ’s-Hertogenbosch: our contribution to a packed event
Social Roots works for brands across the Benelux, but our roots are in ’s-Hertogenbosch. As a Den Bosch agency we care about the city, its entrepreneurs and the events that put it on the map. Bourgondisch ’s-Hertogenbosch is a great example: four days of gastronomy, connection and conviviality at the foot of St John’s Cathedral.
This year, as main digital sponsor, we supported the event with the complete digital foundation. We did our best, and it worked: a packed event, a growing owned audience and a solid basis for the next edition.
Stronger together: a team of Den Bosch partners
You don’t build a success like this alone. Together with organiser Stichting Bourgondisch ’s-Hertogenbosch, Wonder Studio and photographer Marlie Schippers, we worked as one team. Each with their own strengths, all with the same goal: making Bourgondisch bigger, more visible and more accessible to visitors from the city and beyond.
A new website as the digital starting point
We started with the foundation: a completely new website. Programme, restaurants, practical information and ticket sales came together in one place, fast, clear and mobile friendly. The site became the destination for all campaign traffic and the place where interest turns into a visit.
Social ads and Google Ads for the first time
This year Bourgondisch advertised on social media for the first time. With atmospheric images and short videos on Instagram and Facebook, we built reach and anticipation in the run-up to the event. We also used Google Ads, so people actively searching for outings, food and events in Den Bosch found Bourgondisch right away.
Targeting: the Randstad and the locals
We deliberately chose two tracks. For locals and the region, the focus was on pride, conviviality and ‘you don’t want to miss this’. For the Randstad, we positioned Bourgondisch as a reason to spend a day or weekend in ’s-Hertogenbosch: Burgundian enjoyment in one of the most beautiful city centres in the Netherlands.
For each audience we chose the message, the channel and the moment, and used results to fine-tune the campaigns while they ran.
The result: a packed event
The combination worked. For four days Bourgondisch drew large crowds, from the city and beyond. Full terraces, busy restaurants and an audience that stayed for the performances. Exactly the atmosphere the event is all about.
Newsletter and offline activation
Alongside online visibility, we set up a newsletter so Bourgondisch has a direct line to interested guests. At the event we connected online and offline: with QR codes on table cards and coasters, visitors could sign up on the spot and win great prizes.
Photography as an incentive for data building
Marlie Schippers and Social Roots photographed all four days. The photos are a lovely memory, and an honest reason to stay in touch. Anyone who wants to see the gallery leaves an email address and gives explicit consent. That way Bourgondisch builds its own audience it can reach again next year.
The incentive is simple: great photos of a great day. The long-term value: a direct relationship with the guest.
Own software, smart and affordable
For the gallery we didn’t use an expensive off-the-shelf licence. Social Roots Labs built it ourselves: images are resized automatically, originals stay downloadable, everything is organised by day and sharing a photo via WhatsApp or email takes one click. Whoever receives a photo gets curious, signs up and discovers the whole gallery.
On to the next edition
Website, social ads, Google Ads, newsletter, offline activation and photography didn’t work side by side, but as one approach. Together with Stichting Bourgondisch ’s-Hertogenbosch, Wonder Studio and Marlie Schippers, we look forward to building a Bourgondisch that grows stronger every year. For the city, and for everyone who comes to discover it.
Were you there? See all photos at socialroots.nl/bourgondisch-galerij.
