Knowing that busy people value time above all else, we created #onesecondvitamins, a series of short format product demonstration videos that showed people using Vitamin Sprays in just one second. Whether it’s a new mom juggling twins or a woman standing on her head in a yoga class - they all have time to take Jamieson Vitamin Sprays.

The quirky product videos were just as quick to watch as Vitamin Sprays are to use, so people got the message before they could scroll past them in their newsfeed.

Knowing that we had a very short amount of time to capture people’s attention, we decided on a very stylized approach.

The colour palette was taken from the product itself – distinct pastel pinks, greens, and oranges. They evoked the delicious flavours of the sprays, like raspberry, orange and mint.

The scenarios were simple but heightened, with enough graphic cues to quickly set the scene.

Even the music sting was quirky and catchy.

The goal was to make product demonstration videos that clearly stood out from everything else in the target’s newsfeed, and that was immediately recognizable as “Jamieson Vitamin Sprays”.

Because of the extremely short, un-ignorable nature of the format, impressions and video views exceeded the media projection by over 20%. Above average engagement with the content led to organic views.

Plus, the campaign drove sales 115% above projections during the campaign period, which led Jamieson to exceed revenue targets for the year.

In the end, it was the most successful new project launch for Jamieson ever.

One second. Big impact.

We knew that we had to capture our target’s attention and clearly show her that we could solve her problem (a lack of time and aversion to pills), without wasting a moment of her time.

So we chose to push our short form “micro-demonstrations” out through social media, where they would naturally scroll by them as part of their daily routine.

The videos showed exactly how the product worked in a fun and memorable way, and in just one second.

People want to take vitamins. But finding time to take them during an already-busy day can seem overwhelming. So Jamieson developed Vitamin Sprays, a portable format that can be used in no time at all. With a lean production budget of 50K, we set out to make product demos that would break through and stand out from the rest. We specifically targeted busy people who are pre-disposed to taking vitamins, but find it hard to make it part of their routine.