NS Dutch National Railways

Building Thought Leadership with Micro Influencers


NS Dutch National Railways is the Dutch market leader in train travel. It encourages the use of public transport, facilitates travel and movement and does its utmost to make trips – from door to door – as pleasant and sustainable as possible.


NS asked us to develop a strategy, a creative concept and content for a new digital NS-branded inspiration platform, the goal of which was to increase interest, consideration and conversion in recreational domestic day trips by train, with a special focus on the millennial audience.


We developed a content-driven contributors platform called nsfavourites.nl, which focuses on experiences travellers have at NS Dutch National Railways’ numerous inspiring destinations. The platform’s consistent content stream is designed to drive thought leadership and generate conversion.

The content is a mix of custom posts by micro influencers, curated tips from insiders and attractive local offers, designed to lead users through the customer journey.


Using only NS-owned media to promote and distribute the first articles, nsfavourites.nl attracted over 100,000 unique visitors in its first month alone. Since launch we have consistently expanded the content base with new destinations in order to grow loyal readers amongst the railway’s key target audience. The platforms is set to play a central role in the NS’ content marketing strategy, and will function as its central hub of digital inspiration. In the meantime, nsfavourites.nl has won international critical acclaim: more than 15 nominations and awards in categories ranging from “Best Brand Publication” to “Best Brand/Influencer Collaboration” and “Best Topic-Specific Blog”.


Is achieving the best content marketing results also high on your agenda? Give us a call. We’d love to hear from you and see how we can help.

Irene Bauer, Content Lead

+ 31 6 20 25 22 44

minutes is the average reading time per article

for the content on nsfavourites.nl.

awards & nominations for #nsfavourites

Worldwide acknowledgement for NS’ digital platform.

Unique visitors

enjoyed #nsfavourites’ diverse content in the first month it appeared.

Read more

"Hearst Create's knowledge of strategy, concept development, channels and data helped us create and distribute meaningful content to our customers worldwide"

Dremel, Danielle Beuker

"Hearst Create delivered a high-end creative strategy and concept for our global audience of art collectors, curators and art lovers"

TEFAF, Madelon Strijbos