Entertainment > Branded Entertainment
ROMANCE DDB, Paris / MONDELEZ INTERNATIONAL / 2015
Overview
Credits
CampaignDescription
France is a really complicated country when you want to talk about food especially snack and biscuit. Many governmental directives rules the biscuit marketing, that’s why many biscuits and snacks commercial look the same: with more and more gluten free and healthy marketing strategy to seduce consumers. We decided to play with those problematic to lure our audience into believing that Mikado was creating a new product without chocolate and credibilise the launch with a classical and main stream Campaign using all the codes they usually saw on tv and bill board to drain the audience on social network to make them claim how much they love chocolat
Effectiveness
Day 1
We launched on Facebook and Twitter. We had billboards in Paris and viral films to convince them that Mikado Sticks were really going to exist.
Day 2
Locked into a social room we feed the conversation with hundreds of real time creations and answers which increased the virality of our campaign. #MikadoStick was first trend topic in France all day long.
Day3
Mass media started talking about it and one of France’s biggest radio show host launched a counter hashtag : #AMikadoWithoutChocolateIsAsDumbAs, asking his 6 millions daily listeners, mostly youngsters, to rebel against this awful new biscuit. Minute after, this new # took over Twitter becoming the first most talked about topic in France (the second was #MikadoStick) and third most talked about topic in the world! It was already more successful than we expected.
Day 4
The reveal. We sent hundreds of Mikado Stick boxes in which Mikado King were hidden to majors influencers with catchphrase “Now you know where all the chocolate went”. They immediately shared this news to their millions of followers. New billboards on top of the old ones and a final viral film concluded our campaign.
Implementation
Mikado stick campaign was launch with a classic campaign with billboards in the Parisian underground, viral commercial film seen as pre-roll and a key visual on Facebook, twitter and influential blogs. People began the conversation on social network where we created very specific content
( tweet, images, gifs) to feed the conversation
Outcome
- 2 million € of earned media
- 12 million people reached
- 16000 tweets mentioning the brand
- More than 1 000 responses and 200 live creations produced in real time by our social media team, greatly increasing the engagement rate of the campaign (7% VS an average standard of 1 to 2% on Twitter; 13,5 VS 3 to 4% on Facebook)
- 230 articles written about the operation
- Several TV channels and radio stations in France relayed the campaign
- Mikado King’s sales increased by 30%
- The campaign also had an effect on the brand’s other products: The sales went up by 15%
- Our French Mikado client became Mikado’s Brand Manager for Europe
- 2 wedding proposals were made to our Community Manager
Relevancy
We created a whole campaign advertising a product without chocolate to remain people how much they love chocolate. We used classic media (billboard and viral film) to drain a conversation on social plateforms such as Twitter, Facebook, Youtube. we answered with more than 200 original creations and 1000 personal answers in real time to feed the conversation with our target. The social part and the real time creation was the core of the campaign to make it as entertaining as possible.
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