Cannes Lions

WELCOME TO ST. IVES

ARNOLD WORLDWIDE, Boston / UNILEVER / 2014

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Case Film
Presentation Image

Overview

Entries

Credits

Overview

Execution

The original idea was for a boring tv spot that took the viewer to “The World of St. Ives.” This led to many back and forths with the client that eventually led the media team to think of a new way to convey the information we were given. Make a web spot into an existing vlog with a popular influencer. Our vlogger, Grace Helbig plugged the idea on her channel as well as sent her viewers to the St. Ives channels and posted Behind the Scenes videos. Supported by banners and a Tumblr page, Grace Helbig’s fans found the video anywhere and anyhow they could.

Outcome

In just 24 hours of completely unsupported, unpaid for media, we reached 100,000 views. In addition, the video had 200,000 views on Facebook during the launch. As a result, the St. Ives HBL segment (hand & body lotion) is up 19.7% in the past four weeks, totaling 17.1% YTD through 03/15/2014.

Please list each element of your submission in the order of implementation with dates.

1. Type of Media - Web Vlog/Youtube Video

2. Date of 1st Implementation - February 24th, 2014

3. Media Placement - Online

4. Length/duration - 1:46

5. Frequency/Number of airings -183,766 views

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