Gatsby
Gatsby was looking for a fun and relevant campaign that could resonate with its target audience of young males, especially those who played sports, worked from home or were delivery riders.
The key challenge was to convey the product’s value proposition to all key target segments. It was also important to address the fact that fewer people were using the product now that they were working from home due to the pandemic.
We conceptualized the campaign theme of “Up Your Game”, which conveyed to the audience that using the product would help them do whatever they were doing better. It was also a familiar phrase amongst our target demographic.
Next, the team needed to figure out a way to introduce the product to new consumers and make it relevant to each target segment. It was decided that the best way to address these two challenges would be to come up with a product video which would feature the facial wipes being used by all three target segments.
Outcome
Video Concept
Our creative and marketing teams crafted the storyline for a Hero Video which would underpin the entire campaign. In this video, all three target audiences were featured using the facial wipes in their relatable settings and benefiting in practical ways.
Special attention was given to ensure that the video met all brand guidelines regarding look of the actors, product presentation and usage circumstances. The team also made sure to keep a fun and slightly comedic vibe to the video, as is in line with Gatsby’s brand image.
Post Production and Special Effects
Our creative team researched and curated a storyboard that resonates with the target audience, where users of the Gatsby facial wipes will feel refreshed after using the wipes on a hot day.
The video featured the facial wipes being used by 3 different target segments: a deliveryman, an athlete as well as someone who is working from home.
The Digital Strategy
A content calendar was drawn up for the next three months of the campaign, divided into phases of the consumer journey with the campaign. From Awareness > Interest > Consideration > Recall, posts were created based on content that suited each stage.
A schedule was created to facilitate the coordination of photoshoots, video shoots and KOL content creation to come up with the content. A contest giveaway was also planned in order to generate more hype for the campaign and increase followers for Gatsby’s Instagram account.
With the ad budget stipulated, we came up with a recommended split across ad platforms (Facebook, Instagram, TikTok, YouTube, GDN), where most of the target audience would be found. The budget split was optimized as according to performance of key metrics.
Tiktok, YouTube, Facebook, Instagram Advertisements
The videos were cut and adapted across different platform formats Tiktok, YouTube, Facebook and Instagram. The catchy videos with the right audience targeting helped the campaign to reach over 25 million impressions and over 2.6 million engagements.
