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.
The first of our campaigns launched in time for Mother’s day and brings 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 is supported by 2 shorter films ‘Worthy of a Wax’ and ‘Is there a filter for that?’ which are being used with paid social media, to drive the target audience to the Appletiser Facebook page and to generate conversation and social sharing of the content.
To date, the video content has received a phenomenal 1,250,000 views across Facebook, Youtube and Instagram.
Together, these films are the start of a defining series that are growing into a must-watch strand.
Watch: ‘Jacuzzi Incident’
Watch: ‘Worthy of a wax?”
Watch: ‘Is there a filter for that?’
If you’d like to learn more about how ShootMedia can create strong brand films, just get in touch.