Digital Campaign Results In Big Results
Naked Juice wanted to create a solely digital campaign that landed the brand’s new positioning and personality. They needed an agency that could deliver highly relevant content that was relatable to their target audience of 25-40 year olds and reinforced the brand purpose: Naked Juice provides a healthy boost when you need it.
Jaywing understood that to successfully market to a millennial audience, they couldn’t just say Naked Juice was healthy and for those on the go – they had to prove it.
Jaywing delivered a video-centred project that involved working with a diverse range of digital influencers, providing an exclusive insight into their lives. The concept was to celebrate all those who collectively live by the mantra “We Are Non-Stop.”
This resulted in five high-quality video edits that were shared across four separate social platforms, in over 12 different formats; including Facebook canvas, Instagram stories and Snapchat Ads.
At the end of the campaign the results are in, and they are big:
- Over 20 million views across channels
- An overall view rate on YouTube 26 per cent above the FMCG benchmark
- Delivered the ‘best in class’ ad recall rate in a brand uplift equity study
- 140 million impressions.
Jaywing went on to receive a 2017 Silver Winner award from W³ Awards for their work on this campaign.