| Titulo | Down Town Babby |
| Agência | Mischief |
| Campanha | Down Town Babby |
| Anunciante | Ella's Kitchen |
| Marca | Ella's Kitchen |
| Posted | Agosto 2016 |
| Sector Empresarial | Comida |
| História | Ella’s Kitchen partnered with Save the Children, for the launch of its limited edition ‘Jingle Belly’ Christmas Dinner pouch, donating 30p from each sale to the charity.We were tasked with raising awareness of the pouch and partnership, beyond product placement, to ultimately drive sales of the ‘Jingle Belly’. We produced a short, comical film – Down Town Babby. A parody of the hugely popular Downton Abbey, the film premiered ahead of the highly-anticipated Christmas special. Featuring a cast of little ones as they prepared for their Christmas meal, the content drew parallels with Downton’s rich/poor divide to highlight the issue of underprivileged children who go without meals. |
| Filosofia | We produced a short, comical film – Down Town Babby. A parody of the hugely popular Downton Abbey, the film premiered ahead of the highly-anticipated Christmas special. Featuring a cast of little ones as they prepared for their Christmas meal, the content drew parallels with Downton’s rich/poor divide to highlight the issue of underprivileged children who go without meals.To further drive cut through with the media and raise awareness of the video and partnership, we created Down Town Babby collateral, including mock DVD covers, mugs, babygros and information sheets, while micro content (including a blooper reel) was developed and distributed across Ella’s Kitchen’s social channels.The campaign was supported with a hardworking media relations programme to secure coverage for both the product, partnership and the film. |
| Problema | Ella’s Kitchen partnered with Save the Children, for the launch of its limited edition ‘Jingle Belly’ Christmas Dinner pouch, donating 30p from each sale to the charity.We were tasked with raising awareness of the pouch and partnership, beyond product placement, to ultimately drive sales of the ‘Jingle Belly’. Over the Christmas period, the Ella’s core audience of mums and dads would be faced with a growing number of worthy causes and charitable campaigns. Three-quarters of British people feel “bombarded” by charity fundraising appeals, while 79 per cent ignore most of the charity fundraising letters and emails they receive (ComRes, Oct 15). We also knew that potential donors are often unreceptive to charitable campaigns which spring from a negative, with people more likely to take action based on positive emotions (Bambos Neophytou, 2013). To achieve cut-through and support, the agency approached the Christmas period with a campaign strategy designed to put the fun in fundraising, make mums and dads smile, and reflect the brand’s ‘kids first’ core value of championing children.Rather than disrupt the festive period, we wanted to play to things our audience would be doing and talking about, creating content with context to drive conversation and sales. Given our target audience’s consumption of content on social, we knew we needed to produce something truly compelling. Our research showed that a third of the population don’t even switch off the box while tucking into their Christmas dinner and a quarter of us will watch more than five hours of TV on Christmas Day, with nearly one in 10 of us gobbling up more than eight hours of the stuff. These compelling statistics prompted us to create a piece of content that we knew would appeal to our target audience of mums and dads during the festive period. |
| Resultado | The ‘Jingle Belly’ Christmas Dinner pouch sold-out across the UK. 230 pieces of coverage achieved, including key title Mail Online, creating over 45 million opportunities to see. 100% of coverage referenced the Save the Children partnership. The Down Town Babby films received over 600,000 views. Influencer and blogger, Giovanna Fletcher, showed support for the campaign across her social channels, with her top-performing tweet reaching a total of 328,000 followers. 5,224 interactions on Facebook with a positive sentiment of 94%. 163,111 Twitter impressions. |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Strategy/Planning | Gemma Moroney |
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