WHEN IT COMES TO REACTION VIDEOS, THESE KIDS TAKE THE CAKE.
Take a kid’s underdeveloped impulse control, combine it with cake, and you have sweet destruction with a touch of nostalgia. We sought out to capture real and authentic moments of pure joy that only the uninhibited nature of kids eating Deep ‘n Delicious could deliver.
ONLINE VIDEO SERIES
The reactions were priceless. With endless adorable footage, we were able to extend the campaign and create a short series of videos featuring the best moments. By applying slow motion and some nostalgic music, we were able to emphasize the surprise and delight of Deep ‘n Delicious and tap into the sentimentality of this iconic cake.
What started out as a shoot for two promotional online videos and shopper marketing collateral, quickly grew into 13 videos, ten sharable gifs, five Buzzfeed posts, a TV commercial, and a slew of #CakeCam social content.
During the Spring 2015 campaign period, we were able to gain reach and engage our community beyond expectations with over 10 million views, over 30 million impressions combined on YouTube and Facebook, that spurred 1,335,236 comments, likes and shares. When running digital and in-store (April 11 – June 27): the $ Vol +23% with no other pricing changes occurred during this time. TV was introduced part-way through the Spring campaign, and tested at 116 index above norms.
Following the success in the Spring, the same video creative was leveraged for a Fall campaign. In the fall (Aug 1 – Oct 24), ENG Canada grew +37% (TV only) and in Quebec $ Vol grew +27% (Digital only).
Overall, with the cuteness level scoring off the charts and the cakes flying out of the freezer aisle, we could not have hoped for better results, unless of course we’d added in kittens.