Appie Today

Results have been impressive and pretty unheard of in the current media landscape:

• In only one year we’ve managed to air 29 formats, which amounts to 200+ videos.
• Generating over 25 million ‘Appie Views’ (video viewed for longer than 30 seconds) on a small media budget.
• 30% of the reach is organic (benchmark at 20%).
• Cost Per Engaged Minute is 0,11 (regular Albert Heijn stories: CPEM of 0,30).
• High average View Through Rates of over 30% (target: 25% & regular Albert Heijn content: 20%), with a record-breaking 45% VTR for our 7-minute workout format.

Appie Today serves everyday fresh content our audience wants to see and be a part of. Our engine thrives of culture; an outside-in approach. Formats are series on food, trends, current events and love, inside and outside the supermarket. Our formats clarify, deepen, connect, but above all, they entertain. All formats contribute to making people a little happier, whether those people are customers, suppliers or employees.

A few examples. A format ‘Happy with Sjoerd’ fulfills the dream of a stock boy with Down Syndrom. He is one of the 2000 disabled people that Albert Heijn employs. He’s also a famous Dutch vlogger now. We have the hilarious food format 'I do not know this?' in which customers are startled and inspired with outrageous and unfamiliar dishes, on a checkout counter. And to get people to move, there’s the satirical work-out format 'Belly Butt Bonus'. Presented by the seductive fitness guru, Davy King, who uses Bonus products as dumbbells.

Albert Heijn is the leading and loved supermarket chain in The Netherlands that is built on a decade of iconic & disruptive mass advertising. They aim to connect customers, suppliers and employees in a way that makes everyone happy: 'Everybody Appie'.
However, what they didn’t see coming was the new “Netflix” generation. An audience that skips TV and ads. That’s why we were briefed on finding a new, engaging way to connect with this ‘under 40’ audience. And so, we introduced the radically different concept, Appie Today. The world's first social broadcast channel, by a supermarket chain.