JUSTIN CREATIVE | STRATEGY | PLANNING | EXECUTION CASE STUDIES
CLIENT:Â SEAT, S.A., Volkswagen Group THE BRIEF: Raise brand awareness and support the European launch of the SEAT Mii by COSMOPOLITAN
STRATEGY: We decided to work with digital content creators. In total, 24 were selected based on their audience, performance data and content style. The aim was to create a social buzz for the launch, whilst aligning the Mii with style and beauty so to attract a new customer base of affluent millennial women. To deliver addition campaign value, we ran a competition to win a trip to the Berlin Fashion Week. We tracked the responses for data that the client could use.
EXECUTION: The campaign ran over three stages and launched in September ’16 at London Fashion Week, with an onsite activation and exclusive photo-shoot. The second stage included a personal content piece linking the brand to individuality through the #ThisisMii tag The final stage saw a select group content creators attend Berlin Fashion Week, with competition winners, for the official launch event.
[click to play content]
RESULTS: In the 3 months during the campaign, over 200 pieces of content were created and the SEAT Mii received 7.5 million digital impressions, 576,000 engagements and an average engagement rate of 8%. Competition generated 2,108 entries with the client leading the follow-up engagement.
CLIENT: Corzo tequila, Bacardi Limited THE BRIEF:Â Support the move away from the preconception of tequila and elevate Corzo to a luxury product. STRATEGY: The Surface magazine partnership. We decided on a mix of traditional media placements combined with a series of events that would weave the brand into cultural happenings.
EDITORIAL: A dedicated bar section was created. Each editorial featured a bespoke cocktail created by a mixologist and design-styled ads were placed alongside the native content
[click to play content]
EVENT [DESIGN DIALOGUES]: The talk series lead the conversation about design and architecture with guests that included the founder of Studio 54 Ian Schrager and designer of the Beijing National Stadium, Jaques Herzog. The partnership was amplified on social media using custom hashtags: #designdialogues #challengeexpectedÂ
In 2013, the partnership went to Art Basel in Miami and featured Kanye West, off the back of his popular Yeezus tour, and Jacques Herzog on a discussion about blending the relationship between architecture and popular culture. The bill was labelled as a must-see at the 2013 Art Basel program and [click to play content]
Corzo was at the epicenter as the main event partner.
RESULTS: The campaign successfully weaved Corzo into key cultural moments and helped to position it as a ‘sipping’ tequila and enjoyed for its quality and taste. The brand also received a 26% increase in social media following since the beginning of the collaboration and has since continued marketing around design and art, consistently engaging with this community on side projects.
CLIENT:Â Audi, Volkswagen Group THE BRIEF: Partner with the creative class and help raise awareness of the new Audi S8 TDI
STRATEGY: I decided on omni-channel campaign with Surface magazine to showcase the relationship between Audi and design. Each element would go towards engaging the design and art community with Audi’s own aesthetics.
• Bespoke art was created and featured at a series of invite-only design dinners • Native content was created alongside print advertisements placed in the magazine to raise wider awareness
• An editorial piece that covered a road trip to emphasize performance and design • All content was further amplified on social media
[click to play content]
EVENT [Design Dinners]: Each event celebrated the launch of an issue of Surface magazine and engaged with influencers in the design community.
BESPOKE ART: A work by British Artist Killy Kilford blended the relationship between Audi and art and was showcased at each 1
dinner event
PRINT: Native content from the event partnership was created
Editorial: an Audi S8 TDI was used as part of an editor road trip to showcase the performance and luxury of the vehicle.
RESULTS: The dinners were attended by 40 of the most influential designers in New York at the time, the content was distributed and seen by 150,000 subscribers of the magazine in addition to the 200k followers on social
CLIENT:Â Svedka Vodka THE BRIEF: Raise the profile of Svedka vodka and promote it as a vodka for all season.
[click to view content]
STRATEGY: Digital native editorial campaign. Partnering with Blackbook, a series of editorial features were created to showcase the vodka in various settings including a 4th July BBQ
OUTCOME: Raised product awareness and client ROI of 2.3 million impressions
CLIENT: Red Bull THE BRIEF: Support on-trade activity whilst coming up with something new to partner with.
STRATEGY: We created an editorial piece that would support and counter the effect of pub closures due to the recent smoke ban affecting the UK. The focus of the campaign would be on the benefits of hosting live music in pubs. I discussed a concept with editorial and internal stakeholders regards to budget and got their approval to create a supplement chaired by the Morning Advertiser and host a round table event with Feargal Sharkey - the lead singer of the Undertones and an advocate of live music - which would create an opportunity for pubs to keep customers coming back.Â
EDITORIAL: Native content was created for Red Bull that featured within the supplement next to strategic ad placements
OUTCOME: The supplement was distributed with every copy of Morning Advertiser in the Autumn of 2010 and seen by over 20,000 pub companies, managed properties and freeholders that operate 86% of the pubs in the UK. The partnership with Feargal Sharkey also provided the platform for the topic to be brought to the Culture, Media and Sport Select Committee, further amplifying editorial and Red Bull was seen as an advocate and supporter of the movement helping to increase their back-bar sales. The program contributed to a 12% increase in bar sales from 2010 - 2011.
Thanks!
justin hyde justinhyde.uk@gmail.com 07407199067