A campaign built around the sponsorship of popular TV show “Så Mycket Bättre” where we follow former contestant Danny Saucedo, who can’t let go of his time on the show.
In small humorous scenes released once a week, we followed the singer Danny Saucedo on a trip from his own TV couch to Gotland and eventually all the way to the filming location, in more and more desperate attempts to rejoin the show.
We saw positive effects across all KPI’s, but most importantly brand preference increase by 68%, and mobile sales increased 18% compared to the same period the previous year, while products featured in the campaign saw a 20% increase in sales.
In parallel with the TVC, we did a separate activity tailored for social media, where we recorded shorter films shot on a regular mobile “selfie camera”. These social clips portrayed Danny as now following the show as a viewer and each week trying to share his tips and pointers to this year’s participants.
A short clip per week was published on Facebook and Instagram before the week’s episode. A kind of extension of the advertising concept that served as “an ad for the ad” – a way to draw viewers to the show and in extension to our commercials:
Of 4.8 million exposures, we received a total of 1,245,000 views of the videos on Facebook and Instagram, which means that about 25% stayed and watched the clips, and we reached just under 1 million unique viewers.