evian wanted to beat the performance of their previous online video hit Roller Babies. Their new video, Baby & Me aimed to further boost perceptions of the evian brand by becoming another viral sensation.
The campaign objective was to maximise views and promote conversation, awareness and sharing of the Baby & Me video.
The video was distributed across Teads' network of premium blogs and publishers. Influential sites were identified by the Teads Labs to ensure the campaign was placed in relevant, targeted environments using Teads' unique social formats.
Baby & Me became YouTube's video of 2013 and viewed over 130 million times worldwide. The video received more than 57,000 tweets, 1 million shares on social media, 1.1 million Facebook likes and 289,000 Facebook comments.
In total the campaign generated 2250% free media, the click rate was 6% and engagement rate an impressive 12.75%.
Using innovative social formats meant that the video was distributed in environments that are ideal for sharing. By using this type of distribution evian ensured that enough people were made aware of the video at the very start of the campaign for it to go viral organically.