Social Video Campaign for Appletiser’s ‘Real Moments’
To produce a series of branded films that capture genuinely funny and relatable moments from real women.
Appletiser are celebrating the ‘real’ moments that truly matter to women and want to drive a deeper audience connection, particularly across key retail periods in 2017.
Our brief was to capture the spirit of friendship, motherhood and what it really means to be women together – to align Appletiser to the celebration of ‘imperfect’, honest, lighter moments that women will relate to – in a compelling social series.
The brief was the definitive challenge – to produce genuine content, featuring real women together, on screen.
To find humorous story ‘hooks’ that women feel compelled to share.
The solution was developed through a major collaboration between Appletiser, social and PR agency Brands2Life and ShootMedia.
We leveraged our authentic edge – through our contributor research and casting process, to discover real women who we empowered to share real stories they might normally only feel confident enough to talk about in private together. And we helped distill them into sensitive, heartwarming, ultimately real moments, which are themselves memorable to watch.
So far, the whole campaign has had more than 2 million views across Facebook, YouTube and Instagram, made up of the below activity.
The first tranche of the campaign launched in time for Mother’s Day and brought the concept to life with a focus on ‘real mum moments’ – while introducing our first real friendship duo, Aly & Sam as they reveal the mortifying yet hysterical ‘Jacuzzi Incident’.
This ‘hero’ film was supported by 2 shorter films ‘Worthy of a Wax’ and ‘Is there a filter for that?’ which was supported by paid social media to drive the target audience to the Appletiser Facebook page, and to generate conversation and social sharing of the content.
Building on the momentum of the ‘Mother’s Day’ content that had a superb audience reaction and a hugely positive impact for Appletiser, the second tranche of activity launches summer 2017.
During the filming process, our approach to opening up the topics of discussion with our friendship groups was strategically thematic. Rather than focusing purely on ‘summer,’ we encouraged relatable friendship topics such as dating and holidays to obtain laugh out loud moments viewers could relate to in the final footage.
The current HERO film ‘When dates derail’ targets 25-44 women who like the Appletiser Facebook page, those who don’t currently subscribe to the page, and women who previously watched the Mother’s day film on their Facebook channel. An advertorial series running on Stylist.com also supports the campaign.
Follow-up activity launching in July and August will feature another selection of themes and will be driven by paid social.
Together, these two films are the start of a defining series that are growing into a must-watch strand.
Watch: ‘Jacuzzi Incident’
Watch: ‘When dates derail’
Watch: ‘Right bar, wrong boy’
If you’d like to learn more about how ShootMedia can create strong brand films, just get in touch.