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CASE STUDY: Robinson's Fruit Shoot online integrated campaign

Provided by Viacom
A fantastic, fully integrated ad funded activity that delivered great results and huge levels of engagement.

What was the Challenge / Background of the Campaign?

To use digital in an effective manner to support other activities such as roadshows, live events, on-air advertising and a fully-fledged ad-funded series on our flagship channel.

What was the Campaign Objective?

To produce a digital campaign which integrated editorial needs of an AFP, assisting with viewer engagement and increasing brand and product awareness.

What was the Solution?

Nickelodeon delivered a threefold digital approach to promote the overall "Get your Skills on" campaign. Traditional ad media was phased in order to accompany the on-air messaging on TV spots. This created a narrative arc for the campaign, whilst a commercial hub, portrayed as an "editorial microsite", accompanied the ad-funded programme. The super branded content created by Nickelodoen fitted in with the editorial values of the TV show was key to aligned with the overall brand themes.

What were the Results?

1.+ 273% actual vs projected brand interactions; 2.Ad-media aligned with on-air commercial spots; 3.Great results in video views and click through to the clients own site; 4.Enhanced the on-air campaign by providing further info on the characters, stories ad video content we created acted as a gateway to the clients own sites - ensuring they captured the high level of traffic we enjoy on nick.co.uk; 5.Nickelodeon have provided the ideal platform to get more information on the product and educate on Fruit Shoot's brand values; 6.Circa 2M impr.delivered across the campaign.

What were the Key Learnings of this Campaign?

1. Phasing messaging across the campaign is key 2. Ensure pre-rolls are short, simple and get the message across 3. Info is great but to engage kids and increase dwell times you need some interactivity. Competitions, games, uploads, voting are top performers.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
0 - 9Both
Kids HH
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All Regions13 Aug 14 - 13 Aug 15BUILD AWARENESS
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