eyeka & crunch cereals : these social videos allowed crunch cereals to engage gen-z consumers...
TRANSCRIPT
Since CRUNCH Cereals stopped communicating on TV, the brand wasn’t top of mind in the category anymore & sales went down. To gain the mind of young consumers back, CRUNCH wanted to engage with teens online through fresh, creative video content. For that, they turned to eYeka.
7 WINNERS TOTAL83 SUBMISSIONS 1 PROJECT
BRANDCHALLENGE
#CrunchAd PROCESS
INSPIRATIONPrint ad contest to
explore territories & craft a potent brief for
filmmakers.
TALENT PITCHFilmmakers pitch their stories & credentials, Nestlé selects
best ideas & talent.
PRODUCTIONNestlé team & selected
filmmakers produce creative, on-brand social videos.
44 PRINT ADSFROM
16 COUNTRIES
39 PITCHESFROM
14 COUNTRIES
Print ads helped Nestlé CRUNCH & eYeka to explore unchartered
communication territories.
1
#CrunchAd PROCESS
Filmmakers sent in video pitches, presenting their TVC ideas &
production credentials to Nestlé.
2
#CrunchAd PROCESS
The brand selected 3 winning pitches & produced the final
videos together with creators.
3
#CrunchAd PROCESS
#1aceblvdGraphic design - video - Illustration - AnimationFrance
293,660Creative score
83 contests joined37 entries acceptedWon 13 contests
How to be a bad boy
https://www.youtube.com/watch?v=ApHVQsXjr_s
#2duncan88smithVideo - Script WritingU.K.
162,290Creative score
125 contests joined24 entries acceptedWon 6 contests
Final Version - Crunch Contest
#3LoiclasneVideo - Illustration - Creative Writing - Script WritingFrance
109,100Creative score
54 contests joined24 entries acceptedWon 4 contests
Crunch
AMPLIFICATION & RESULTS
PRE-ROLLAmplification on Facebook & YouTube,
targeting teenagers
More than 100,000 clicks
Over11 million
views
73% to 82%VTR
(vs. 70% market average)
82% of target audience
watched 100% of YouTube ad
WHAT CRUNCH SAYS
“Throughout the process, the entries proved consistently high in quality. The co-created videos resonated very well with our target audience on social media.”
Julie Ghidina, Senior Brand ManagerCPW France, Nestlé & General Mills
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