For Canadians, and especially Quaker families, days are getting progressively busier. We have evolved into an eat-in-your-car era – shuttling to and from work, school, chores, and appointments. This barrage of activity can distract from the things that really matter in life, what makes one feel fulfilled and happy.

What if we found a real, very busy family, and created a surprise video story with the Dad and Daughter? What if we gave them a chance to connect like never before, while at the same time surprising the rest of their family in an emotional way?

The Recital is the true story of a Canadian family coming together in a unique and memorable way. Using the daughter’s love of dance as a springboard to bring the family together, this story is all about the power of the insight expressed in the Quaker Master Brand campaign “Goodness Starts Today”.

We launched the video on the largest platforms to reach our target – YouTube and Facebook. Between YouTube’s broad reach against our target and Facebook’s trend towards emotional connections, we had the perfect platforms to distribute the touching piece.

While we knew the content was moving – we challenge ANYONE to watch it without tearing up – we wanted insight into why it elicited such strong reactions. We charged Virool, a new programmatic vendor to Canada, with the task. Through their eIQ study (first-to-market in Canada) we were able to assess and map out consumer’s emotional reactions to the piece – and the reactions were off the charts! What we discovered is that engagement is driven by the full spectrum of human emotion, and that peaks and valleys between happiness and sadness correlate with engagement.

Speaking of engagement, it ranked the highest of all emotions, as consumers were progressively engaged throughout the entire video.

Quaker’s Recital captured the hearts of consumers everywhere!

1. Recital generated over 11MM views on YouTube and 1.8MM on Facebook

2. YT Brand Lift study showed a 14.1% lift in Ad Recall and a 36.2% lift in Purchase Consideration - best in class and 2.7x above benchmarks!

3. 80% of our views on YouTube were organic and the video spread beyond our geo-targeting to go viral in the US

4. It proved that good story telling is universal - the video is now being translated into multiple languages and being distributed worldwide

5. Recital ranked in the Top 10 in the Canadian FY 2015 leader board and Top 5 on the US YouTube August Leaderboard for the most watched digital video

6. Recital is a winning piece of content: Recital won the international Zero Gravity competition organized by Virool the most emotionally engaging piece of creative of 2015!