When the corona pandemic erupted in 2020, not only daily life changed, but also public debate. Government policy choices had enormous impact on the economy, education, health and fundamental rights, but were often made based on incomplete or misinterpreted data. It was precisely during this turbulent period that Maurice de Hond, known as a renowned data analyst, took the lead in providing an independent voice of dissent with facts, figures and analysis.

To give this sound a solid digital foundation and large reach, he engaged Online Marketing Amsterdam. We developed Maurice.nl into a powerful news portal that attracted millions of visitors, introduced formats such as the MDH Corona Journaal and Dog-in-the-Pod, and devised campaigns that ensured that critical insights were not only heard, but also taken seriously.

Where traditional media offered him less and less space, Maurice.nl grew into one of the most visited independent platforms in the Netherlands, with more than 4.6 million visits at its peak. The platform became a place where data, knowledge and integrity were paramount, and where an audience of millions could inform themselves beyond the beaten path of mainstream reporting.

The issue

How do you offer a factual and critical voice a platform, especially in times when governments and media mainly follow one narrative? How do you ensure that you are not dismissed as a ‘dissenting voice’, but as a serious source of information that demonstrably influences the debate?

Our role

OMA took a strategic as well as an executive role. We helped not only with the technical and visual development of Maurice.nl, but also with campaigns, content formats and media buying. Everything was aimed at strengthening reach, credibility and impact.

The solution

1. Maurice.co.uk as an independent news portal

• Development of a news platform that could handle high visitor numbers and withstand cyber attacks.
• Publish blogs, data analysis and opinions, featuring clear navigation and a recognizable visual style.
• Launched the MDH Corona Journal with Fabienne de Vries and Maurice de Hond, which discussed key analyses on a weekly basis.
• Introducing Dog-in-the-Pod: interviews with national and international scientists and physicians.

2. Campaigns and visibility.

• Smartexit spring 2020 campaign: national petition, newspaper ads, social advertising and press coverage to draw attention to alternative solutions to the pandemic.
• Fall 2020 campaign: a robust online offensive with PR, premium mobile advertising and social campaigns, after mainstream media and even platforms like Google and Facebook restricted access.

3. Content strategy & storytelling

• Ongoing blog and publication support: editing, SEO and distribution.
• Creative storytelling with personal angles, such as the autobiographical campaign “Ever since I learned to read, I’ve been curious and a news junkie.”
• Use of powerful quotes, including “Those who are afraid also get hit,” to make the message impactful and memorable.

Components and services realized

• Brand strategy & positioning
• Website development & platform security
• Content strategy & copywriting
• PR campaigns & online advertising
• Storytelling & branded content
• Video production & podcast formats

The result

The impact of this track was unprecedented. What began as an initiative to make facts and analysis accessible to a wide audience quickly grew into a digital phenomenon. With an audience of millions, official recognitions and an active community, Maurice.nl proved that independent sound, supported by a strong digital strategy, is not only heard – but can dominate the debate.

• Growth from 2,000 to 2 million visits per month by January 2021.
• At its peak, more than 4.6 million visits to Maurice.com.
• An average of 1 million responses per month and an unprecedented level of engagement.
• Official recognition by the Royal Library as digital heritage.
• Recognition by Google as a news site, which provided additional visibility.
• A huge community of readers and followers who contributed to the platform’s independence through donations.

Do you also want to develop an independent news portal or content platform that reaches millions of people and exudes trust? We build strategy, technology and campaigns that make your platform stand out. Contact us at contact@oma.amsterdam or call +3120 233 9175