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Challenge

Humans spend 90% of their lives indoors. This is in stark contrast to Corona’s belief of “living life outside”. As such, Corona Studios decided to launch an original global content series, featuring humans who have decided to answer the call from nature and pursue a life outside of their urban cages. “Free Range Humans” was developed to inspire consumers to also connect with nature.

Solution

The core goal of our strategy was driving consumers to view a series of 6 long form episodes on You Tube, each focussing on inspiring people. We identified 3 ways to achieve this goal:

• Ambient OOH & PR: In an effort to generate talkability, we created miniature nature installations in key public spaces. These had QR codes that directed people to the Corona website for background to the campaign.
• Digital Media: We used social media and programmatic to drive brand awareness and You Tube Bumpers and Trueview to drive views of the full films hosted on You Tube. We also partnered with Snapchat to create a unique engagement experience, driving further views of the content.
• Content Creator Network: We used our influencers to create authenticity through their own unique style, driving campaign awareness and views of the films.

Results

166M Impressions
32M Reach
2.6M Total Video Views
64% Video Completion