Campaign: Shit*
Back to all campaigns.
Status: starting September 2026. The magnet plates for cars are about to be delivered.
Goal: leads and conversations for TCF consultancy and development (decided in the Strategy & Growth meeting of 24 September 2026).
Target audience: decision makers at Dutch SMEs.
Websites
| Site | Hook | Core promise | Status |
|---|---|---|---|
shitwemoetensoftwarebouwen.nl (alias shitwemoetensoftwaregaanbouwen.nl) |
“Software wordt bedrijfskritisch; hoe starten, herstellen of professionaliseren we dit?” | Regain grip when software becomes a core competence | Live |
shitwemoetenietsmetai.nl |
“We moeten iets met AI; wat is zinvol, veilig en praktisch haalbaar?” | Practical, safe AI adoption without hype | Live |
Magnet plates
- Film an unboxing on the day of delivery.
- Park cars with plates near tech events and business parks.
- Put a QR code with its own UTM tag on each plate, one per site.
- Send a physical mailing to 20 target companies: a plate with a handwritten card.
- Photo contest: “Spot de Shit-auto”.
Online channels
- LinkedIn is the main channel: 2 personal posts per week from Maurice’s profile.
- LinkedIn Ads (Conversation Ads with “plan een gesprek”) aimed at directors of Dutch companies with 50–500 employees. Proposed test budget: €500–750 per month.
- Google Search Ads on search terms such as “software laten bouwen” and “AI in mkb”. Proposed budget: €300–500 per month.
- Guest articles on Frankwatching and Emerce, and in newsletters of regional business associations.
Whether to spend €800–1,250 per month for 3 months on ads is still open.
Measuring
- No tracking pixels on the sites.
- One UTM tag or short link per channel, counted in the server logs.
- A separate e-mail address or booking link per channel, so every lead can be traced to its source.