Cannes Lions

CRUNCH

JWT, Paris / NESTLE / 2012

Overview

Entries

Credits

Overview

Description

In France, branded content is very strictly regulated on TV, but not on the web.

Execution

'Crunch pulls Norman out of his room' was launched with a TV spot that ended with a call to action that drives the audience to www.youtube/crunchfrance channel.

It was also promoted with a video trailer on YouTube, through a 1-day YouTube masthead, Facebook ads, and web banners.

Norman also contributed to advertise the campaign on his own Facebook fan page that hits more than 1m fans.

Outcome

Big success!- More than 8m views on www.youtube/crunchfrance channel for all videos- Crunch Facebook fan page gained 173,000 fans in 1 month (From 2,000 to 175,000)- 95% of the fans on Facebook between 12 and 18 years old, ie. the core target of Crunch- More than 60% of interaction rate on Facebook, where the average brand page generally hits 10-15%- TV Teaser in YouTube’s Top 10 advertising- More than 100,000 fan votes for each destination.

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