Appletisers ‘Real Moments’ Social Video Campaign
When Appletiser wanted to engage with ‘honest’ content, we created a social video series.
TO PRODUCE A SERIES OF BRANDED FILMS THAT CAPTURE GENUINELY FUNNY AND RELATABLE MOMENTS FROM REAL WOMEN.
Appletiser celebrated the ‘real’ moments that truly matter to women and wanted to improve audience acquisition, particularly across key retail periods in 2017.
Our brief was to capture the spirit of friendship, motherhood and what it 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 definitive challenge – to produce genuine content, featuring real women, together, on screen.
Watch: ‘Jacuzzi Incident’
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 distil them into sensitive, heartwarming, ultimately real moments, which are themselves memorable to watch.
The whole campaign had more than 2 million views on 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 launched 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 HERO film ‘When dates derail’ targeted 25-44 women who like the Appletiser Facebook page, those who weren’t currently subscribed 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 supported the campaign.
Follow-up activity launched in July and August 2017 featured another selection of themes and was amplified by paid social.
Together, these two films formed part of a defining series and must-watch strand.
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.