Most branded content efforts in France have failed either because people saw it as fake, or because it failed to entertain them. Indeed, today branded content competes directly with unbranded content released by production companies, users or Youtube celebrities. This “genuine” content is the one that’s the most likely to be shared on social networks.

It has also to be noted that any brand mention on TV is forbidden and punished with tough sanctions against the TV channels, unless it’s considered as “news worthy”.

This campaign is a subtle mix of social media activation, buzz, branded and user-generated content, voting and PR.

At the center of our social ecosystem, we created a content hub goodluckcarambar.com where the episodes were released and where all social content hashtaged with #goodluckcarambar was dynamically uploaded as a social feed

We send a crew of writer/web comedian/editor/social strategists from Paris to Los Angeles, sleeping only 3 hours per day to be able to write, shoot, edit and release each episode in less than 24 hour

The use of Twitter, Facebook, Youtube and Instagram were central to spread the buzz each time a new episode was released and to source fresh user-generated content.

A content that captured attention:

-reached half of online French population with a limited digital media buy

-starting from an audience of 100 000 fans, we ended up with 2.2 million viewers

-55k people pushed the buzzer to wish us “good luck”

-one tweet every 8 seconds the day of the launch 10 000 tweets in 20 days

-broke a French industry record with the most engaging post on Facebook – 23365 likes and 2500 shares

A digital-centric campaign that ended up on national TV:

-the campaign was mentioned several times on national TV and Radio for a total of 7mn30s of live free covering over a 3,05 million audience, despite strict regulations on brand mentions