The breif
“Kenco are launching a CSR initiative in a really dangerous country, but the TV ad is too busy being a pop video, and doesn't feature anyone that's actually being helped.”
The Creative
Epic cross-platform storytelling, bringing the participants' stories to life. For maximum reach, we focused on snackable content across social. But viewers could also visit the absorbing campaign hub, take part with Kenco Rewards Club, or receive monthly email updates.
The Campaign
Relentless testing and honing means this is now held up as a 'Best in Class' social demo by Mondelez, surpassing their famous Cream Egg work with 4 times above industry average in engagement, 1.9m engaged with content, 11% lift in brand favourability and 22% rise in ad recall. Meanwhile, Kenco’s market share has grown by 0.3% in a market declining at -1.8%
Creative credits: John O'Sullivan, Steve Clinton, Ben Sawyer, Rob Morris & Nick Moffat