Generating awareness in a very low-involvement category for a product that literally gets thrown away is not easy! But through its comedic value, strategic video seeding and targeting, the campaign's tongue and cheek messaging resonated with our audience and got people talking about their garbage bags - more importantly, how their Glad bags "don't stink!" The results exceeded both business and marketing objectives and got Canadians laughing!
Eating for Two is a content play, a simple way to engage our Chunky guy, a less-engaged demographic by using entertainingly funny, shareable bits of content. We developed a 6-part Vine series with "web-lebrity" Jordan Burt, images, infographics and Twitter one-liners for easy sharing & conversation building amongst our target. And it worked! Blowing our impression goals out of the water, garnering media attention and building a strong new partnership between Campbell's and Movember Canada made this one a success worth repeating.
So what did Real Interactive do about it? We started at the start, executing a brand exercise to develop positioning, key messaging and identity look and feel. We created a massive piece of custom Caffé Demetré artwork full of irreverent (and quite naughty) jokes and puns that could be used across all brand elements. Then we continued with a social/digital strategy and executed across Facebook, Twitter, Instagram as well as a central hub that can aggregate all things Caffé Demetré.
What's trending at Real and in the industry, from links we love to the pursuit of the perfect office meme. Oh, and our @Tweetsbyreal too.