The digital objective was to communicate a particular price offer, creating engagement on a sleepy fanbase and enlarging audience on social media. We and the client together decided to go disruptive with the precious help of client’s creative and social agency.

Researches show that emotion increases brand recall and consideration. Among all, irony is the most suitable emotion to drive conversion. Therefore, we started looking for a new way to tell a price promo that makes people be surprised and engaged.

During winter, (period of our campaign) if we get a discount on gas price is like having the house warmer for the same cost. If we have a warmer house, we can also wear lighter clothes, right?

So we a new iconic product for a warmer winter that we used as hook to attract media attention.

Through the mockumentary we launched the latest must-have fashion item of the winter season: the moonboot flip flops called Infraboot. We narrated how Infraboot, invented by a fictitious japanese fashion designer, has become an essential item to be cool next winter. We create also a fake e-commerce site to create hype. We pushed news to talk about infraboot as a real trend. We engaged fashion models posting their new shoes on Instagram; some of those were also in Infraboot Mockumentary. To let the project be unbranded, video was published on 07/11 through different Facebook communities. Ten days after we had the reveal on Client’s Facebook page. Finally, official brand testimonial revealed the joke on an online video claiming the offer “for all those who (…) we give 20% off, for the rest a pair of Infraboot. We also planned a retargeting campaign on those who have seen Unbranded mockumentary video.

Unbranded video has reached on Facebook almost 900k views in less then 24 hours with 3 million People Reached by this content. Total views were over 1,1 Million.

We reached the goal in terms of views but our expectations were really exceeded in terms of view rate. with a completion rate of 11,3% and an engagement rate of 1,37%.

That means people appreciate this kind of content and format.

Teasing, influencers, and the mockumentary format were crucial to boost engagement.

In fact with 90k total interactions, this project has become the most engaging content that our client’s ever delivered. Retargeting has generated 10.000 clicks to the campaign landing page at 50% of estimated cost.