04 May 2018
Drive brand awareness by creating a memorable and emotionally engaging social media campaign.
To amplify and bring to life the #ReleaseTheBoost concept, engaging our existing core audience and target new people.
Hatch developed a two-stage campaign centred around a showpiece series of four Facebook Live gameshow broadcasts (held on one day) that would capture the imagination of a new and existing audience, while encouraging dwell time on the brand’s social channels.
The first stage would act as a tease for the showpiece Facebook Live day, featuring a mix of creative assets including 3D animations to launch, countdown GIFs and sample games to familiarise the audience to the clue-based style of the broadcasts.
The Live event was held on one Friday, and was a full studio production with a bespoke set, props, lighting and audio. The set and energetic and wacky host – comedian John Robertson – were selected to represent Boost’s positioning and tone of voice. The four streams were broadcast hourly, with each broadcast being one game, and viewers tasked to interact using Facebook reactions to unlock clues behind doors. Viewers would then have to figure out the connection and comment with their answer for the chance to win cash prizes. Three games would be completed before a final broadcast would task viewers to find the connection between all the answers for the main prize of £5,000.
Our eccentric and hilarious host interacted with viewers who were commenting, which continued to drive further engagement.
Stage two of the campaign consisted of six x 30 second animations with a similar concept to the showpiece Facebook Live series in stage one. Our audience was familiar with the clue based game for the chance to win prizes, so every Friday for the following six weeks we would reveal a new animated game.
Key brand messages of ‘taste, energy and price’ were delivered with campaign themed GIFs as part of the content mix.